Fashion Wire Daily: the First Word in Fashion


Versus Hires Jonathan Anderson November 29th, 2012 @ 11:04 AM

Cacharel Unveils New CEO, in Major Corporate Revamp November 21st, 2012 @ 00:56 AM

Kane Drops Out of Versus in Major Shake-up November 20th, 2012 @ 10:14 AM

Pucci’s Madison Avenue Store Debuts Massive Expansion November 16th, 2012 @ 00:35 AM

Ghesquière Departs Balenciaga in Major Surprise November 05th, 2012 @ 00:43 AM

Sao Paulo Fashion Week: Between Optimism and Fear November 02nd, 2012 @ 00:28 AM

London Unveils Men’s Season Schedule November 01st, 2012 @ 00:36 AM

Azzaro Releases Castello Branco October 25th, 2012 @ 00:18 AM

Revenue Soars 22 Percent at LVMH in First Three Quarters October 16th, 2012 @ 00:18 AM

Rykiel Names Geraldo da Conceicao Artistic Director September 21st, 2012 @ 8:12 PM

Brazil’s New London Pop-Up September 21st, 2012 @ 7:20 PM

McQueen Men Returning Home to London September 12th, 2012 @ 7:19 PM

Roitfeld, Mum and Son, Open in Brazil September 07th, 2012 @ 00:54 AM

Berluti Opens to Big-Time Business in London September 06th, 2012 @ 3:27 PM

Stefano Pilati Back with a Bang at Zegna September 05th, 2012 @ 7:10 PM

Hugo Boss Wows in Berlin, Plans for New York July 06th, 2012 @ 00:17 AM

Salvatore Ferragamo: Crusin’ the Louvre June 13th, 2012 @ 11:04 AM

Michel Klein Gains New Backer; Launches Sunglass Collection June 13th, 2012 @ 00:48 AM

Sykes Jettisoned by Aquascutum; Maurer In at Rabanne June 06th, 2012 @ 00:18 AM

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


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