Burberry Is Changing The Way It Sells Fashion
The British fashion label is upending industry traditions and taking its own route.
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The fashion calendar may never be the same again, thanks to Burberry.
The British fashion label is overhauling its runway show tactics, combining its men's and women's presentations, cutting its number of annual shows in half, and shunning the traditional fashion calendar, the company announced on Friday. It will hold two shows each year, one in September and another in February, and customers will be able to buy clothes, online and in stores, from collections immediately after they hit the catwalk.