From Catwalk to Sidewalk: Burberry’’s Concept of Fast Fashion

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From catwalk to sidewalk

Burberry goes the way of fast fashion, a la H&M? Fear not, fashionistas! Burberry isn’t planning on competing with Primark any time soon, but they’ve cleverly upped their game in regards to getting their product into the hands of those that want to buy. Call it a “catwalk to sidewalk” strategy.

Burberry is to embrace its own concept of ‘”fast fashion” by allowing consumers to buy items from its next collection online and in-store ahead of traditional drop dates. For the first time, consumers will be able to purchase Burberry’s garments from the autumn-winter collection directly through a campaign gallery and short films on their website to move their garments from catwalk to sidewalk instantly. The campaign will also run across digital platforms, including Facebook, Twitter, Google+, Instagram, and Pinterest.

Runway to reality

The news follows the launch of the brand’s catwalk to sidewalk strategy called ‘Runway to Reality’, allowing VIP consumers to buy items from its runway collections immediately via an iPad app. The brilliance of this strategy is that it eliminates the lag time that fast-fashion retailers such as Primark and H&M were able to exploit. Previously, a high-end designer would show their collection in any fashion capitals well ahead of the date that any of the items would end up in retail stores. This lag time allowed the fast fashion bunch to copy the designs, put them into mass production and get them into their stores, oftentimes in advance of the originals. Spanish retailers Mango and Zara were notorious for their rapid production times that allowed them to release their knocked-off versions of the high-end designers before the high-end designers had a chance to release their designs to the public. Burberry is a brilliant company and was obviously aware that the fast-fashion retailers were copying their creations. So what better way to avoid that than to make the originals available for sale at the moment that they are revealed to the public?

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Now, if Burberry can address the catwalk to sidewalk dilemma, hopefully, next on their agenda would be to address sustainability in the fashion world by reducing the amount of pollution that their industry generates during the production process.

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About the author

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David is both Agent Provocateur and Chief Executive Officer at Un_Standard. We create strategies for businesses of all sizes that improve customer relationships and help businesses grow. In his spare time, he loves to experiment in the kitchen, collect Scandinavian design, and chase after his two cats, Hallie Tosis and Lester Een.

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