Burberry’s see-now-buy-now runway show being held today at 7:30 p.m. London time at London’s Makers House is being live-streamed on Burberry.com, WeChat, YouTube and Facebook Live, where users will be able to watch it playing in their feeds. In the U.S., Barneys New York’s Madison Avenue and Beverly Hills flagships are also live-streaming the show to mark the launch of the Burberry x Barneys New York collection.
Inspired by today’s collection, Burberry x Barneys includes women’s wear, men’s wear and accessories exclusive to Barneys, as well as some looks from the actual show. While the brand’s men’s wear is already sold at Barneys, this is the first time its women’s wear is being offered at the retailer.
To coincide with the introduction of the exclusive Burberry collection, Barneys has launched a Snapchat featuring content that highlights the brand. Barneys’ 60th Street windows on the corner of Madison Avenue are devoted to the collaboration and there is also an email and digital marketing campaign. Burberry said that in addition to Barneys’ multichannel marketing plan, it’s supporting the initiative via key digital channels such as Twitter.
“We love the idea of doing special projects and one-off collaborations like this and we are looking forward to doing more of them,” said Barneys chief operating officer and senior executive vice president Daniella Vitale. “Our customer craves these unique opportunities and partnerships. We’re huge admirers of Christopher [Bailey, Burberry’s chief creative and chief executive officer] and have long admired Burberry’s prescience in digital.”
Vitale said Barneys had spoken to Bailey over the years about doing a project that was unique. “We felt that this was the right moment to test [the see-now-buy-now] model with our customer,” Vitale said. “See-now-buy-now is not imperative to fashion. It’s more about creating a unique and in-the-moment experience. We want Barneys to be part of the experience, while retaining a curated and unique edit of products that’s truly seasonless.”
The luxury brand said it’s had a strong partnership with Barneys for a number of years and that collaborating with the retailer for the inaugural Burberry straight-to-consumer collection felt like a good way to extend the partnership.
Burberry designed an exclusive men’s capsule collection for Barneys that launched in February 2015. The Burberry x Barneys September collection is its second partnership with the retailer.
The Burberry looks for women that are part of the collaboration are “romanticized utilitarian, very feminine and seasonless in our eyes,” Vitale said. “All of the items are must-haves.”
Echoing a complaint long voiced by independent specialty stores, Vitale said, “As an industry, we should stop marking down product before a season begins in order to respect the integrity and life cycle of the product we have in our stores. As a multibrand specialty store we have a responsibility to create a longer season. Not all of the responsibility should fall on the designers and brands.”