Burberry's September 2017 fashion show marked a pivotal moment in the brand's history and, arguably, in the fashion industry as a whole. It was the first time the luxury house fully embraced the "see now, buy now" model, a radical departure from the traditional six-month lag between runway show and in-store availability. This bold move, however, was not without its complexities, and its impact continues to be debated within the industry. This article will delve into the details of Burberry's 2017 see now, buy now experiment, analyzing its successes, failures, and lasting consequences, while also addressing some related queries regarding the brand's current trajectory.
The 2017 Experiment: A Fusion of Menswear and Womenswear
Burberry's decision to merge its menswear and womenswear collections for the September 2017 show was intrinsically linked to its adoption of the see now, buy now strategy. Previously, the brand, like most others in the luxury sector, followed the traditional fashion calendar, showcasing collections months in advance of their retail launch. This allowed for pre-orders and gave buyers ample time to plan their purchases. However, the rapid pace of social media and the increasing consumer demand for immediate gratification pushed Burberry to experiment. By combining both lines, the brand aimed to create a more cohesive and immediate brand experience, capitalizing on the buzz generated by the show. The collection itself, designed by then-creative director Christopher Bailey, reflected this unified approach, showcasing a range of pieces that seamlessly blended masculine and feminine elements, reflecting a contemporary and gender-fluid aesthetic.
The immediate availability of the showcased pieces was the core element of the “see now, buy now” strategy. Customers could purchase the items they saw on the runway directly through Burberry's website and physical stores, eliminating the typical waiting period. This was a significant shift for a brand known for its heritage and traditional approach to luxury. The hope was that this immediate gratification would drive sales and increase engagement with the brand. It was a bold gamble, and the results were mixed.
Analysis of the Successes and Failures
While Burberry's 2017 see now, buy now initiative generated significant media attention and buzz, the results were not universally positive. The immediate availability did lead to a surge in online sales and increased traffic to the brand's website, demonstrating the potential of the model to drive immediate consumer engagement. The brand also successfully capitalized on the social media frenzy surrounding the show, leveraging the real-time excitement to amplify its marketing efforts.
However, the see now, buy now model also presented several challenges. The fast turnaround time put immense pressure on the supply chain and logistics. Producing and distributing a large collection within such a short timeframe proved difficult, leading to potential stock shortages and logistical bottlenecks. This, in turn, could have negatively impacted customer satisfaction and brand perception.
Furthermore, the strategy raised concerns about the longevity of the collections. With items immediately available, the risk of the collection feeling dated quickly increased. The rapid pace of fashion trends meant that items might lose their appeal before they even reached the majority of consumers. This created a pressure to create trendier, more quickly consumed items, potentially compromising the brand's long-term brand identity and the perceived value of its products.
current url：https://tcuydu.e798c.com/bag/burberry-see-now-buy-now-2017-28791