Burberry Creative Director Announces The Purpose Of Reducing The Show Schedule

The global fashion week schedule, which has recently opened and ended, has a brand campaign that is also intriguing except for the Saint Laurent's Losangeles show.

That is to get the Burberry certified by the royal family.

From the end of 2015 to the beginning of 2016, Burberry also made various moves to save its performance. For example, through the social software Snapchat (post burn software) to the world fashion show, the self built channel in Apple Music, and the opening of Tmall flagship store in China, etc., Burberry's digital marketing has new tricks every month. Even two months ago, Burberry also announced that all the sub lines should be closed, and only one name should be kept in a unified brand image.

Recently, Burberry also announced the merger of men's wear and women's wear in September this year. At the same time, the new series displayed in the show will be on sale online and offline. In addition, the window and advertisement of the store will be replaced immediately at the time of T curtain opening.

Burberry is trying to integrate the participants in the traditional fashion industry from designers, suppliers, buyers to retailers in a stable but mature long time.

Break down and reverse the dilemma that is out of market demand.

In spite of

This mentality of "slow work and meticulous work" is more in line with the needs of the brand: after all, the brand pays more attention to meeting the high personal needs of customers. However, the rapid development of social media has expanded the audience, and has also given more fast fashion brands to the development opportunities of traditional luxury brands.

Burberry can't explain how the retailers and wholesalers need to cooperate. "We don't have answers to everything today.

It's also a new approach for us, and we hope to study it with our partners. "

Christopher Bailey said so.

Which is right or wrong? I think it's up to you to decide.

Anyway, Burberry.

It is still certain that we will carefully test the water around digitalization.

If the Burberry live show is to shorten the physical distance between the ordinary people and the show, then the implementation of "watching is buying" is shortening people's psychological distance.

Although Burberry's move is really risky, fierce competition between brands and an ideal market environment are also the reasons why Burberry is willing to take risks.

But why do you ask so many brands that only Burberry always starts breaking the deadlock? That's probably because Christopher Bailey has both CEO and creative director at the same time. He can have more influence on the company, including business decisions.

But what is the effect? Is it worth the risk?