Change is already afoot at Burberry. Following Riccardo Tisci's appointment as chief creative officer in March 2018, the brand announced last week that it would be collaborating with Vivienne Westwood on a capsule collection launching in December. Today, WWD has reported that the collaboration is part of a wider plan of exclusive drops, with the designer releasing a limited-edition capsule collection as part of his debut show in September.
The strategy, which will see frequent releases of new product throughout the season, has been designed to keep the brand's offering and delivery cycle dynamic and fresh, and builds on its see-now-buy-now model. The move comes after CEO Marco Gobbetti outlined plans earlier this year to increase Burberry's product drops. "Our go-to-market strategy is about more frequent, smaller deliveries, and it's a strategy that will continue for now," he told WWD in May. "If we deliver the full collection right away, you come to the store, see the whole collection and then you don't really have a reason to come again, unless we can deliver something new. We just need to keep the customer's attention and keep them engaged with us."
Keeping the fashion world's attention fixed on the brand has not proved a challenge thus far. When Vogue contributing editor Naomi Campbell stepped out yesterday wearing a new Burberry cape coat by Tisci, giving customers a first glimpse of his vision for the brand, excitement reached fever pitch. The company hopes to sustain this level of interest by combining limited-edition collaborations and capsules with its seasonal collections. Further details will be revealed ahead of the Burberry show, taking place at London Fashion Week on September 17. Until then, let the speculation continue.
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