BARNEYS NEW YORK and BURBERRY change the see-now, buy-now retail partner landscape
BY KENNETH RICHARD
Today Burberry and Barneys New York updated their relationship status via an exclusive collection inspired by todays Burberry’s runway collection which will be sold exclusively at Barneys New York. The program puts into perspective the see-now, buy now model as it relates to retail partnerships, charting a new course for the industry.
The collection, comprising womenswear, menswear and accessories, will be coupled with a selection of runway looks and accessories fresh from today’s show. All available to purchase exclusively today on Barneys.com and at Barneys New York and Los Angeles flagships.
Burberry’s new collection was revealed on the runway today as part of London Fashion Week, where both womenswear and menswear collections were presented together for the first time for the brand’s inaugural straight-to-consumer show. This move, announced in February, closed the traditional gap between the runway show and retail availability of the collection.
That availability was the result of a true partnership calling for solid sales projections, key item identification, as well as marketing as the photographed collection below had to be selected, styled, and captured prior to the launch of the runway show. All showing that the model of see-now, buy now can indeed play itself out via retail partners and on an international stage.
Looks like the team of Bs brought their A game.