Burberry’s successful ‘see now buy now’ runway show on Monday is sending shockwaves down the core of the fashion industry. What had seemed impossible to execute: managing the supply chain lead times, selling the collection via wholesale channels months in advance, shooting the campaign before the show, seamlessly came together to much acclaim. All without so much as a single leaked image.
The disruption of social media to the now old-fashioned catwalk system, of which Instagram especially is a disrupter, means the buzz generated from catwalk shows has never before been capitalised to its maximum, as the collections were simply not available. Brands struggled to turn coverage into sales, instead relying on their pr machines to the extend the buzz when the clothes finally hit the stores four months later.