Burberry’s new release strategy see increased product drops
British luxury house Burberry is to introduce increased fashion drops as
part of its new product release strategy. Burberry’s new Chief Creative
Officer, Riccardo Tisci, last week introduced a collaboration with Vivienne
Westwood and further capsule drops will be planned throughout the season,
according British Vogue.
Burberry, which has operated a see-now-buy-now approach since Christopher
Bailey was at the creative helm, aims to “keep the delivery cycle fluid and
creatively led and speak to the consumer via product, communications and
experiences,” said a report from WWD.
Product releases can be collaborations, limited-editions, seasonal and
capsule collections that can be dropped throughout the year and at the
crucial stages of a brand’s marketing calendar, such as Burberry’s second
collaboration with Gosha Rubchinskiy, a 13-piece capsule celebrating its
outerwear icons and the Burberry check currently available on its website.
Burberry’s CEO Marco Gobbetti told British Vogue in May: “Our go-to-market
strategy is about more frequent, smaller deliveries, and it’s a strategy
that will continue for now. If we deliver the full collection right away,
you come to the store, see the whole collection and then you don’t really
have a reason to come again, unless we can deliver something new. We just
need to keep the customer’s attention and keep them engaged with us.”
Riccardo Tisci will unveil his first collection for Burberry on September
17 during London Fashion Week.
Photo credit: Burberry x Gosha Rubchinskiy