Burberry New Advertising Takes The Lead In The Fashion Show.

Advertising takes the lead.

Unveiled its first "buy at sight".

Series release details.

London, England

Burberry announced in February this year that it will change the schedule and mode of its fashion distribution and sales.

It will no longer take part in London men's wear week. Instead, it will display a combination of men's and women's clothing in London Fashion week twice a year.

The brand will create a new mode of no season distinction, namely buy and buy, for global customers.

"Burberry is committed to innovating the tradition and building a faster and closer communication mode with the audience through the combination of traditional show and static display.

In order to achieve this goal, we are constantly improving the form of the show.

Live from the streaming media to the real-time social media strategy, and then look at it.

Creativity is evolving, and Burberry will not stop before, "said Christopher Bailey, the current chief executive and chief creative officer.

The company said the move would greatly reduce the lengthy order waiting period in the traditional mode from the show to the retail store.

The first new collection of men's and women's clothes will be inspired by Virginia Woolf's novel Orlando (Orlando) to show the comparison of the two sexes in different historical periods.

The series will be unveiled in London Fashion Week September 19th. The new show ground will be located at Manette Street (1 Manette Street) in Soho area, London. The brand will be named Makers House. Through the cooperation with the London luxury handicraft boutique The New Craftsmen, the original works and inspiration process of some British top craftsmen will also be exhibited here.

In order to cooperate with the brand new strategy of "seeing and buying" all over the world, Burberry also pioneered the new advertisement from Mario Testino palm mirror.

Before the show, viewers and consumers will be able to take a glimpse of the styling of the September clothing series in September by British models Jean Campbell, Alex Dragulele and British musician Cavan McCarthy.

The complete series of advertisements will be released during the London Fashion week.

In addition, Testino also photographed a large group of Burberry craftsmen, who were produced by artisans from the brand workshop of Burberry in England, Scotland and Italy.

"The new advertising blockbuster is intended to convey two levels of information. One is the inspiration from Orlando Virginia for the series. The two is that Burberry is proud of its many outstanding craftsmen, and is the symbol product they have made for the brand," said Christopher Christopher Bailey.

In recent years, Burberry has taken a lot of action. It has recovered the Japanese franchising, decided to buy the 15% remaining agency rights of the Chinese agent Yao Lai Group, and integrated its brand into a whole, first announced the merger of men's and women's clothing.

But at the same time, because of the factors such as Britain's departure from Europe, European air strikes, Asia and especially China's economic slowdown, Burberry, like other luxury brands, is also facing uncertain environmental challenges.

Previously, group earnings reported that in 2016, its annual profits continued to decline, the group also announced that profits in 2017 will be at the lowest level expected.

Subsequently, the brand carried out a structural adjustment of executives.

Christopher Bailey will become the CEO and chief creative officer of the company in the future. C Gobbetti line is the CEO and industry veteran. Marco Gobbetti will take over her post.

Carol Fairweather, the chief financial officer of the brand, will also step down. Her position is replaced by Julie Brown, an outsider in the luxury goods industry. Brown has a lot of experience in cost saving and corporate restructuring.

The market showed welcome in its leadership changes. After the announcement, Burberry shares rose 14%.