Are ‘See Now, Buy Now’ Shows Driving Sales? | Intelligence | BoF LONDON, United Kingdom — The fashion industry’s “see now, buy now” experiment is underway. Over the last few weeks, brands including Tom Ford, Burberry, Tommy Hilfiger and Ralph Lauren staged their first shoppable runway shows, enabling customers to buy their collections immediately after they debut on the catwalk, with the aim to translate the interest and excitement generated by runway shows into sales. BoF spoke to key brands and retailers to gauge the impact of the “see now, buy now” shows in the hours, days and weeks that followed, with some reporting sales spikes immediately after the runway shows. “We had our largest Tom Ford day of the year immediately following his New York show,” revealed Joshua Schulman, president of Bergdorf Goodman and Neiman Marcus Group International. “Typically, these sales would be spread over many weeks as the deliveries arrive piecemeal. Topshop Unique Spring/Summer 2017 | Source: Indigital Related Articles:
The Burberry Brand | Vivian's Voice One brand that has seamlessly integrated their online and offline experience by blurring the physical and digital worlds is Burberry. What the brand has experienced in the last decade perfectly captures the changing landscape of brand experiences due to digital technologies. In 1856, 21-year-old Thomas Burberry founded what is now an iconic British luxury brand. Since the company’s establishment 159 years ago and the introduction of its signature trench coat in 1914, Burberry has grown into a global fashion powerhouse with 214 store locations in 50 countries and 10,600 employees (Burberry, 2015). The previous nine years has seen Burberry go above and beyond to offer their consumers a complete brand experience. Authentic Branding for a Global Audience: Angela Ahrendts Burberry understood that consumers are becoming increasingly mobile and global, and therefore continued to invest in digital commerce. The Burberry Identity, Design & Packaging The Burberry Beauty Box Burberry Communications
How Brands Can Take Advantage of Snapchat (Infographic) Sometimes it’s the craziest ideas that take off. A social network where users send and read 140 character messages. An app where users send the message “Yo” to one another. And now we have Snapchat, an app that launched with a simple value proposition. Allow users to send pictures to each other that disappear after 10 seconds. And now that idea has turned into a $10 billion company. If you think Snapchat is still used by a bunch of kids sending pictures to each other, it’s time to reevaluate. It launched features like Discover and Stories, which major brands like General Electric, Acura, Coca-Cola, CNN and National Geographic are using to connect with their fans.There are over 100 million people using it everyday. Now obviously Snapchat isn’t for everyone. But if you’re selling to young consumers and looking for a new way to connect with them, Snapchat might be your new untapped outlet. As is the case with all communication tools, it’s important to avoid spamming your followers.
• Burberry's worldwide revenue, 2017 | Statistic About This Statistic The timeline shows Burberry's worldwide revenue from 2005 to 2017. Burberry's worldwide revenue amounted to about 2.77 billion GBP in 2017. Burberry is a British luxury fashion house founded in Basingstoke (United Kingdom) in 1856, by Thomas Burberry. The company manufactures clothing, fragrances, and fashion accessories. Burberry – additional information With more than 500 stores around the world, Burberry is one of the biggest luxury fashion brands worldwide. Burberry sells its luxury products through three channels: retail, wholesale and licensing. Show more
Topshop introduces runway to retail business strategy his fashion month is the season of the ‘shoppable runway’ it seems. With Burberry leading the pack, now high street retailer Topshop is inviting its consumer to shop looks straight from their upcoming S/S17 runway show. Topshop just announced that it will be debuting its Runway-to-Retail strategy globally on the 18th September 2016, providing consumers with the chance to shop a carefully selected edit of Topshop Unique pieces direct from the runway. Speaking about the decision to launch this strategy, as a response to the fact that consumer habits have changed, Mary Homer, Managing Director, Topshop, said: “Bringing our customers closer to the London Fashion Week experience has always been a focus for us, but now, more than ever, in a rapidly changing global marketplace where consumers demand immediacy, we recognise the importance of disrupting the traditional model.” STAY UP TO DATE: You want the need-to-know news, right?
Brand - Burberry With the invention of gabardine by Thomas Burberry more than 130 years ago, Burberry has a pioneering and adventurous past. In 1879, Company founder Thomas Burberry (1835-1926) invented gabardine, the innovative weatherproof cotton fabric in 1879, which revolutionised rainwear. Gabardine has since protected a long line of pioneers and helped them to achieve their dreams. The polar explorers of the Heroic Age of Antarctic Exploration chose Burberry gabardine to accompany them to one of the most inhospitable regions known on earth. Explorers including Sir Ernest Shackleton, Captain Sir Robert Falcon Scott and Roald Amundsen, who was the first to conquer the South Pole in 1911, favoured Burberry gabardine clothing and at times tents for their lightweight and windproof qualities. Burberry provided motoring kit for the intrepid amateur and professional motorist in the early twentieth century.
Kylie Jenner, Anna Ewers, Tyga, Zoe Kravitz Star in Alexander Wang Fall 2016 Ads - Alexander Wang Teases Fall 2016 Campaign on Instagram Update, 10/3: In anticipation for the release of its full campaign, Alexander Wang revealed another video clip via Complex today. The short features the new Wang Squad—artists like Tinashe, Zoe Kravitz, Vince Staples and A$AP Ferg among models including Anna Ewers, Hanne Gaby and Issa Lish—partying up in an L.A. mansion. There are red solo cups, a Chinese food takeout feast, plenty of dancing and even a stripper pole. The clip, filmed by music video vet Director X, is soundtracked to "King Pin" by RL Grime and Big Sean, two of the campaign stars. Advertisement - Continue Reading Below Watch the video below. Another clip was also shared last week on the Wang Squad Instagram: Update, 9/27: Alexander Wang's Fall 2016 campaign literally looks like an epic party, according to a teaser the brand Instagrammed today. As the caption suggests, there's more to come.
Burberry Aligns Runway and Retail Calendar in Game-Changing Shift | News & Analysis | BoF LONDON, United Kingdom — As discussions heat up around the ‘broken’ fashion system and brands seek new ways of presenting their collections to better align their runway shows — a powerful driver of consumer demand — with retail drops, BoF can reveal that British megabrand Burberry is completely shifting the way it produces, presents and sells its collections. Starting this September, Burberry will combine the presentation of its men’s and women’s offerings, packaging them together as one unified collection to be shown twice a year at major runway events during London Fashion Week. (The brand will no longer stage two annual menswear shows at London Collections: Men, but will retain a presence at the event.) While Burberry’s men’s and women’s collections have long followed the same creative theme — and recent seasons have seen female models appearing in the brand’s menswear shows and vice versa — the brand will, for the first time, be presenting its offering as one, holistic collection.
L’Oréal on why other brands are using influencers the wrong way L’Oréal Paris has signed up five British beauty bloggers to create content on an ongoing basis as it looks to “craft a different type of relationship” when it comes to working with influencers. The brand’s self-proclaimed ‘beauty squad’, which has a combined reach of 5.5 million, will be revealing the brand’s latest products, creating “fun and engaging” content as well as attend key beauty events including London Fashion Week, Paris Fashion Week and Cannes Film Festival. Speaking to Marketing Week, L’Oréal’s UK general manager Adrien Koskas discusses how the brand is hoping to craft a new relationship working with influencers, how it looks to avoid consumer fatigue and why other brands get it so wrong. What was the strategic thinking behind this move? It was quite natural for us to move in this direction as consumers are really changing the way they interact with brands and are very engaged on social media. It is an ongoing partnership. Absolutely. That’s a fair question.
From catwalk to checkout: how Burberry is trying to reinvent retail | Business As Burberry models wafted down the catwalk at London fashion week in outfits inspired by Virginia’s Woolf’s Orlando, it wasn’t the ornate drummer-boy jackets and ruff-collared shirts that stole the show. The hottest runway trend was instant shopping, as the British brand turned its catwalk into a living and breathing shop window. Fans were suddenly able to buy the equestrian-inspired leopard-print bridle bags or shearling jackets that previously they could only have coveted on social media straightaway – albeit for price tags larger than the average monthly mortgage payment. “I think this can be seen as significant in the sense that when Burberry said it was going to do this, it was essentially rewriting how things are done [in fashion] and the point of a traditional catwalk show,” says Graeme Moran, head of content at the fashion-industry bible Drapers. It might not sound like a phenomenon to most people, but this is not how the fashion industry has traditionally worked.