Burberry road map - runway to retail
The time has been changed with the evolution of social networking, Internet and digital media. So now runways need to shift it's strategy to gain market traction as fast fashion retailers are hurting sales of luxury fashion by knocking off the prints and style at very affordable prices like the two worlds biggest Spanish fast fashion retailers Zara and H&M.
As an early trends designer brands used to showcase their collection thorough runway for press and buyers and later on it was publicly accessible after one month off runway. But now media making these collection instantly available thorough video, pictures. The chance of getting copied is very high also manufacturera are making it available at very affordable rates time the medium income market group.
Now burberry is changing its strategy seeing dip in its revenue in Chinese market burberry is now planning to align menswear and women's runway show together also it's going to be season less with new nomenclature as February and September show. With the new strategy collection will be readily available as show ends. Customers may be able to order it online or thorough it's retail store across the accessible cities and country.
With the above strategy now burberry is planning to source it's fabric in advance to cope up with demand across China and other cheap fabric manufacturing countries.