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Armani Conquers China, Chastises the Pope June 01st, 2012 @ 11:53 AM



 
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Burberry’s New Click and Buy for Guys

Godfrey Deeny
January 13th, 2011 @ 2:05 PM - Rio de Janeiro

Two days before its upcoming men’s show in Milan, Burberry has announced that fans will be able to order its top Prorsum collection directly from the web right after the event, in a new click and buy moment for men’s fashion.

The UK label had already introduced a similar system for its latest women’s runway show, staged last fall in London. But this latest development marks the first time the idea has been extended to menswear. And given many male’s natural hesitancy even to enter a fashion boutique never mind actually go shopping, the project could boast substantial rewards for Burberry.

As part of the plaid label’s general Runway to Reality project, customers will be able to purchase outerwear and bags seen in Burberry’s fall 2011 collection, due to be sent out on a Milan catwalk at 5PM local Milan time this Saturday, the opening day of the four-day Italian menswear season.

Orders can be placed right after the Milan show in an innovative 24-hour Click-to-Call/Click-to-Chat functionality. Click-to-Call means customers can communicate with Burberry sales team via text messenger service; in Click-to-Chat consumers actually speak with sales staff.

Orders will then be delivered two months after the order, radically altering the online experience for men consumers, or indeed women keen to shower them gifts. Burberry plan to keep this option until Sunday, January 23.

The full runway collection will be available in Burberry’s worldwide chain of boutiques in July 2011, a mammoth network boasting 955,000 square foot in retail space.

Last September in London, Burberry Prorsum’s women’s runway show became the first where consumers could literally order the clothes directly off an iPad during the event, in a show that some dubbed as the first step in “Season-less fashion.”

The latest men’s collection marks the sixth time that Burberry will live stream one of its runway show. In the past few years, the UK label has become the leading luxury brand innovator in terms of both garnering sales and connecting with fans via the Internet. Seconds before filing this story, Burberry could boast a pretty astounding 3,748,759 friends on its facebook page, unmatched by any other high-end fashion label.

In a related development, Burberry unveiled its latest ad campaign, shot as ever by Peruvian photographer Mario Testino, though this time part of a rolling campaign which each month will reveal new British cast members.

“We shot the campaign on Brighton beach to celebrate the great British outdoors and our history of supporting emerging talent and to bring to life the emotion behind protection from the elements,’’ explained Burberry’s Chief Creative Officer Christopher Bailey, of the campaign whose opening models are UK models Cara Delevingne and Jacob Young.

And, so on to Milan, and the latest hipster Blighty collection.

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Fashion Wire Daily: The Last Word in Fashion


* Versus Hires Jonathan Anderson

* Cacharel Unveils New CEO, in Major Corporate Revamp


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