LONDON — Burberry is continuing in its quest to speed up the fashion cycle. When the London-based firm shows its spring 2011 Burberry Prorsum women’s wear collection in London Sept. 21, the show will be simultaneously broadcast in 25 of Burberry’s stores worldwide. Customers invited to see the show in those stores will watch the collection on 10-by-10-foot screens, accompanied by surround sound. Burberry has partnered with Verizon for the venture. During the show, customers will be able to browse the collection on iPads in the store and will be able to buy selected outerwear, handbags and Burberry Beauty items from the show via a custom-built app. Their order will then be delivered in seven weeks’ time. The company has dubbed the concept “Burberry Retail Theater.” The show will be broadcast in stores including New York, Boston, Beverly Hills, Costa Mesa and San Francisco in the U.S., New Bond Street in London, St. Germain in Paris and Mumbai in India.
Neiman Marcus and Akris are also getting in on the immediate bandwagon. For its annual Crystal Charity Ball in Dallas on Friday, the retailer will live-stream an Akris fashion show, while customers can order select fall looks immediately or place orders on resort pieces.
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