Burberry's September 2016 fashion show wasn't just another runway presentation; it marked a pivotal moment in the luxury fashion industry. The brand's bold decision to adopt a "see now, buy now" model – showcasing a collection immediately available for purchase – sent ripples through the established system and spurred intense debate about the future of fashion. This article will delve into the significance of Burberry's 2016 see now, buy now strategy, examining its initial impact, its eventual discontinuation, and its lasting legacy on the brand and the broader industry. We will also touch upon relevant current Burberry news, including new collections for men and women, and the company's financial performance, including dividend announcements.
The Revolutionary See Now, Buy Now Experiment:
Before 2016, the traditional fashion calendar dictated a significant lag between a collection's unveiling on the runway and its actual arrival in stores. This often meant a six-month wait, allowing for production, marketing, and distribution. Burberry, under the leadership of Christopher Bailey at the time, challenged this convention. The September 2016 show presented the entire Autumn/Winter collection, immediately available for purchase online and in select stores globally. This radical shift aimed to bridge the gap between the runway and the consumer, offering immediate gratification and responding to the growing demand for instant access to coveted pieces.
The rationale behind Burberry's decision was multifaceted. The brand recognized the increasing influence of social media and the immediate feedback loop it created. A "see now, buy now" model allowed for real-time engagement with customers, gathering immediate data on consumer preferences and demand. This agility promised to improve forecasting accuracy and reduce the risk of unsold inventory. Furthermore, it aimed to combat counterfeiting by offering authentic products instantly, minimizing the time window for imitations to enter the market.
The initial response to Burberry's experiment was mixed. While some lauded the innovative approach as a bold step forward, others expressed concerns. Critics argued that the immediacy sacrificed the anticipation and exclusivity traditionally associated with high-fashion. The shorter lead times also raised questions about the potential impact on craftsmanship and production quality. The pressure to produce and deliver a large collection quickly could potentially compromise the meticulous attention to detail that defines luxury goods.
The Discontinuation and its Reasons:
Despite the initial buzz and excitement, Burberry eventually abandoned its "see now, buy now" model. While the exact reasons were never explicitly stated as a singular cause, various factors contributed to the decision. The company later revealed that the model presented logistical challenges, requiring significant changes to its supply chain and production processes. The need for rapid turnaround times impacted the intricate craftsmanship and the meticulous attention to detail that are hallmarks of Burberry’s luxury positioning.
Furthermore, the immediate availability seemingly diminished the perceived exclusivity of the brand. The excitement and anticipation surrounding a collection's release – a key element in driving sales and brand desirability – were arguably lessened. The data gathered through the "see now, buy now" period might have also shown that the benefits didn't outweigh the operational complexities and potential negative impacts on brand image. The shift back to the traditional seasonal calendar allowed Burberry to refocus on creating collections with greater depth and detail, aligning more closely with the expectations of its luxury clientele.
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