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From Catwalk to Sidewalk: Burberry’s Concept of Fast Fashion

From catwalk to sidewalk

Burberry goes the way of fast fashion, a la H&M? Fear not fashionistas! Burberry isn’t planning on competing with Primark any time soon, but they’ve cleverly upped their game in regards to getting their product into the hands of those that want to buy. Call it a “catwalk to sidewalk” strategy.

Burberry is to embrace its own concept of ‘”fast fashion” by allowing consumers to buy items from its next collection online and in-store ahead of traditional drop dates. For the first time, consumers will be able to purchase Burberry’s garments from the autumn-winter collection directly through a campaign gallery and short films on their website to instantly move their garments from catwalk to sidewalk. The campaign will also run across digital platforms including Facebook, Twitter, Google+, Instagram and Pinterest.

Runway to reality

The news follows the launch of the brand’s catwalk to sidewalk strategy called ‘Runway to Reality’, which allows VIP consumers to buy items from its runway collections immediately, via an iPad app. The brilliance of this strategy is that it eliminates the lag time that fast fashion retailers such as Primark and H&M were able to exploit. Previously, a high end designer would show their collection in any of the fashion capitals well ahead of the date that any of the items would end up in retail stores. This lag time allowed the fast fashion bunch to copy the designs, put them into mass production and get them into their stores, often times in advance of the originals. Spanish retailers Mango and Zara were notorious for their extremely quick production times that allowed them to released their knocked off versions of the high end designers before the high end designers had a chance to release their designs to the public. Burberry is a very smart company, and was obviously aware that the  fast fashion retailers were copying their creations. So what better way to avoid that than to make the originals available for sale at the moment that they are revealed to the public?

Now, if Burberry can address the catwalk to sidewalk dilemma, then hopefully next on their agenda would be to address the issue of sustainability in the fashion world by reducing the amount of pollution that their industry generates during the production process.

David Garrard is the resident Agent Provocateur (and Managing Director) for Atlanta-based creative consultancy Un_Standard, a creative consultancy specializing in Branding and Marketing for small businesses and entrepreneurs. David Garrard is part Creative Director, part Strategic Planner, part Brand Strategist and part Marketing Director all rolled into one. View my Google+ Profile