Photographer: Simon Dawson/Bloomberg

Burberry Shakes Up Catwalk With Clothes Immediately for Sale

  • Trenchcoat maker to make fashions available right after shows
  • Number of annual runway events to be reduced to two from four

Burberry Group Plc is shaking up the international fashion-show system, reducing its four annual runway events to two and making its catwalk collections available to purchase immediately afterwards.

The company will show men’s and women’s collections at the same time, and the clothes will be available both in stores and online, the British designer best known for its trenchcoats and scarves said in a statement.

The changes “will allow us to build a closer connection between the experience that we create with our runway shows and the moment when people can physically explore the collections for themselves,” Chief Executive Officer Christopher Bailey said in a statement Friday.

Burberry is seeking to get ahead of competitors in a market where more customers are demanding the latest looks immediately and shopping directly with brands, rather than at department stores. It’s the second big strategy shift by Bailey in the last three months after he announced in November that the company would phase out the Prorsum, London and Brit labels in unifying its collections under one brand.

“Fashion shows have become a way to communicate to the media, and the same journalists cover both womenswear and menswear,” Luca Solca, an analyst at Exane BNP Paribas, said in a note. “It makes a lot of sense to combine the two, as you save money in the process and can make a louder bang with your bucks.”

Burberry’s semi-annual runway shows will take place in February and September, months when it has traditionally held women’s wear events. Separate men’s wear displays that were held in January and June will no longer take place.

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