Burberry September 2016 Buy-Now Seasonless Show

Show: Monday, Sept. 19

Online

It was a well-oiled, seamless machine that pulled off Burberry’s runway-to-retail experience Monday.

The only excuse one could have had for possibly missing out on key details (such as when the show started, what was being shown and inspiration) is that your Internet connection was down, because Burberry had it covered. Hype was high on the web site and social media, where beautiful teaser videos about the presentation and venue went up along with basic information about when the show started.

As far as the nuts and bolts, online seemed to have it — items to shop from the runway as well as ample sizing. A bonus: a collection of lipsticks, glosses, nail polish and other makeup inspired by the runway.

More than 40 women’s looks went up online after the runway presentation and a deconstruction of those looks with shoppable images of individual pieces from each outfit were broken out to make it easy to navigate, select and buy.

And that’s how the snakeskin-collared wool jacket went into the shopping cart and then out the door for next-day shipping to Los Angeles within a matter of minutes.

In-Store

Never mind the thermometer creeping past 80 degrees before noon in L.A. Burberry’s show featuring pajama dressing gowns, cashmere sweaters with billowing sleeves and wool military-style jackets were enough to make one forget about the heat.

The British label’s Rodeo Drive store hosted a private event, where guests were treated to Champagne and a live-stream of the runway show. More than 30 people sat and chatted until the orchestra began and the show started. At the close, the in-store crowd applauded enthusiastically along with the audience in London. Guests then ascended to the second floor to view the new collection. But before full instructions could be given, a loud noise at the front of the store directed attention to the employees, tearing paper away from the new window display that featured a mannequin decked in a teal cavalry jacket.

Upstairs, shoppers cued up their phones to take pictures of the runway looks. Nearly everything from the presentation was in store and in ample sizing. There was the snakeskin-collared wool jacket, a tapestry jacquard silk-blend sweater, puff-sleeve sweaters, tulle and organza skirts and even on down to accessories such as the bag with ruffle detailing.

“This is actually fabulous,” one shopper remarked to his friend, as they looked over a tapestry print shift dress. Nearby, another group looked at a cropped trench as one mused “This is kind of awesome.”

A couple of hours after the presentation’s close, the women’s manager reported many of the items close to selling out. — Kari Hamanaka

load comments
blog comments powered by Disqus