Burberry brings fashion closer to the public


Fashion houses have become increasingly eager to bring the industry closer to the general public in order to allay the perception that fashion is elitist. Witness the success of the recent Fashion Night Out in cities around the world.

Burberry took this public outreach to a whole new level during London Fashion Week, by streaming the Burberry Prorsum Women’s Spring/Summer 2011 in stores and online.

The show was broadcast live from London in “Retail Theatres” designed especially for the event, and placed in 25 Burberry flagship stores worldwide. After the screening guests could immediately purchase garments from the collection through an exclusive Burberry iPad application. Customers were able to purchase outerwear, handbags, and Burberry Beauty products, all hand selected by Christopher Bailey.

The pieces on pre-order will be available for purchase on Burberry.com until 28 September, with expected delivery in just seven weeks…a revolutionary move in the fashion industry.

In addition, the live event was broadcast via mobile phones, iPhone, and iPad, as well as on over 300 blogs and news sites.

Burberry originally developed the “Runway to Reality” concept in September 2009.

The fashion show is available on demand on www.burberry.com.

Click here for a list of Burberry boutiques worldwide.