Burberry Announced The Merger Of Men'S And Women'S Shows, Watching And Buying.

I was in October last year.

When it comes to the spring and summer women's show, the temperature is only a little more than ten degrees, and it's even colder when it rains occasionally.

Though the clothes are very beautiful, I still need a lot of imagination to make my brain fill the summer pleasing scene in such an environment.

The international fashion release schedule will always be six months ahead of the actual wear demand. In September and October, when the Tropic of cancer moves south, the spring and summer series will be released next year, while the autumn winter series will be released in the spring of March.

The discussion on the disconnection between schedule and demand has a long history.

Suzy Menkes, a fashion critic, once wrote such a scene: when the time comes to warm up, she weighs the newly released heavy fur and does not know if we really remember them after six months, and whether they really need them now.

But it is not easy to change this rhythm.

Under the original fashion release schedule, all participants in the fashion industry, from designers, suppliers, buyers to retailers, have already developed a steady and mature workflow.

So there is no real way to reverse this disconnected brand.

Burberry took the lead in breaking the deadlock.

In February 5th, it was reported that Burberry announced plans to merge men's wear and women's wear in September this year. The new series displayed at the show will be sold online and offline immediately. In addition, the windows and ads of the store will be replaced immediately at the time of T curtain opening.

Burberry CEO and creative director Christopher Bailey explained this: "change allows us to closely link the experience created on the T stage with the actual experience of people visiting the shop."

This is for the existing.

A big challenge to the rules is not surprising.

If the live show is to shorten the physical distance between the ordinary people and the fair, then the implementation of "see or buy" is to shorten the psychological distance of people.

Moreover, competition among brands is fierce.

It is not ideal. If you risk six months later, people will not necessarily remember the risk of what you show. It is better to satisfy people's desire to buy as soon as possible, so as to boost sales.

Maybe you will ask why the first change was Burberry. I think this has a lot to do with Christopher Bailey herself as CEO and creative director at the same time, which means he has more influence on the company, especially in business decision making. Two.

But when the whole thing happens, retailers and wholesalers are going to cooperate with Burberry. Burberry has not given a clear explanation.

"We do not have answers to everything today.

It's a new approach for us, and we hope to study it with our partners. "

Christopher Bailey said.

In 2014, I visited LVMH, a fashion business Lyst who invested in London, and its founder, Chris Morton, said that luxury brands were copied by fast fashion brands. After the new design was released, they had to wait half a year to go public.

Earlier, Christopher Bailey also denounced the rule of waiting for half a year.

"We can't expect customers to understand fashion schedules, which is very stupid.

You can't tell them, "we're super excited, we're going to tease you, but you can't touch or feel these new clothes in the next six months."

He said.

Brand psychology is actually very contradictory.

On the one hand, luxury brands believe in slow work and meticulous work, and its essence is to satisfy customers' highly personalized needs, but social media brings a larger number of public.

On the other hand, social media and new hardware technologies have indeed eliminated the old information barriers of many luxury brands. As long as the photos of the show come out, anyone who has accidentally crashed the car, the design of others, the background of models, and the gossip of the guests of the show have been broadcast rapidly.

But in fact, after all these years, we still see a little bit how technology has changed the very conservative industry of fashion.

Yes, I mean, very conservative.

In terms of business decisions, the fashion industry has always been cautious and cautious.

After more than 10 years of technology subversion, the fashion industry began to loosen up.

The first thing we saw was Burberry.

Through the social software Snapchat, we broadcast the fashion show to the world, become the first luxury brand to set up self built channels on Apple music, set up Tmall stores in China, and cooperate with DreamWorks to let customers design their own scarves. Burberry's digital marketing has new ways every month.

Just two months ago, Burberry also announced the merger of all sub lines, with only one name kept in a unified brand image.