Burberry Switches Up It's Release Strategy
Change is already afoot at Burberry. Following Riccardo Tisci's appointment as chief creative officer in March 2018, the brand announced last week that it would be collaborating with Vivienne Westwood on a capsule collection launching in December. Today came the news that the collaboration is part of a larger strategy of exclusive drops, with the designer releasing a limited-edition capsule collection as part of his hotly-anticipated debut show.
Designed to keep product fresh and the delivery cycle fluid, the strategy will focus on frequent releases of new product throughout the year. It fulfils Burberry's promise earlier this year of increasing the number of drops throughout the season.
"Our go-to-market strategy is about more frequent, smaller deliveries, and it's a strategy that will continue for now," Marco Gobbetti, CEO, said in May, following the company's year-end results presentation. "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."
Keeping the fashion world's attention fixed on the brand has not proved a challenge thus far. When Vogue contributing editor Naomi Campbell stepped out yesterday wearing a new Burberry cape coat by Tisci, giving customers a first glimpse of his vision for the brand, excitement reached fever pitch. Going forward, the company hopes to sustain this level of interest by combining collaborations, capsules and limited-edition product with its seasonal collections. Further details will be revealed ahead of the Burberry show, taking place at London Fashion Week on September 17.
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