Burberry in limited edition 24-hour product releases, transforms London flagship for LFW

By

Sandra Halliday

Published
Sep 10, 2018

Burberry released more details on Monday of just how its see-now, buy-now strategy is evolving under Riccardo Tisci with the company saying that limited edition pieces from the designer’s first collection for the label will be available through a series of 24-hour product releases.

The designs will be shoppable exclusively on Instagram and WeChat with a powerful indication there of the importance of the Chinese consumer to the brand. It will also be available physically at Burberry's London flagship store from 17:30 next Monday (September 17) immediately after what looks set to be the hottest ticket of London Fashion Week, Tisci’s debut show for the label.

It will be the first time the brand has created a bespoke digital selling experience for its social channels. But it’s not only focusing on digital as the Regent Street flagship “is being entirely visually transformed” as a suitable backdrop for the 24-hour product releases.

That transformation will start this Saturday with Tisci having “reimagined” the store, we’re told. In addition to the “ephemeral, limited-edition product releases, the store will also be home to individually-themed rooms which collectively celebrate the past and future of Burberry through product.”

At the heart of the newly transformed space, will be ‘Sisyphus Reclined’, a three-floor scaffold immersive and interactive commissioned art installation by British artist Graham Hudson. The installation will remain in-store until the beginning of next month.

That should create plenty of interest this weekend ahead of Monday’s show, which kicks off at 17:00. We've already heard that the brand will be using no real fur in the collection, but we have no hints of what else will be on the runway. Watch this space.