Sep 26, 2019 | By Jane Boddy
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Oct 16, 2018
By Nigel Taylor
Big news from Burberry. The London fashion house announced Monday it would start releasing limited edition clothes and products each and every month, joining a growing number of rivals in the luxury sector to do so.
Burberry, which hopes to revitalise its sales growth after designer Riccardo Tisci joined, said in a statement that from this month, new items would be available on the 17th of every month, “as part of its plans to excite customers”.
The first release, which follows a similar one around Tisci’s debut runway show last month, is again called ‘B Series’ and will be available for 24 hours starting at 12pm UK time on Wednesday. The merchandise, which will include unisex white T-shirts and sweatshirts with the brand’s new monogram, will be sold exclusively through the brand’s Instagram and WeChat accounts, plus popular Asia mobile messaging platforms Line and Kakao.
Burberry will still produce regular summer and winter catwalk collections, and its pre-collections too. It said in September that the plan to create more targeted collections would help it limit waste, after it came under fire for destroying millions of pounds worth of unsold stock last year.
The move to regular drops is part of the luxury sector’s need to create buzz in its stores and online outside of the main seasonal collections on which it once relied. Streetwear labels such as Supreme have shown how this can be a winning tactic and it’s something that the mass-market has done for a long time.
Moncler is one of the highest profile brands to move to this strategy and it appears to be paying off for the label both in terms of publicity generated and what really counts – sales.
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