|
but also will allow anyone with a computer and a credit card to order the merchandise as models strut in it. "It's giving the consumer even more inside access than the buyer in the front row," said James Gardner, founder and chief executive of Createthe Group, which is working on the runway live streams for Marc Jacobs and Burberry. "They're able to put the product in their shopping bag, pay with their credit card and check out before the buyer is even finished watching the show and goes to the showroom the next day." Burberry's strategy represents a huge change from the past, when a literal golden ticket was the only way to see its show. The anointed buyers from Barneys, editors from Vogue, actresses like Claire Danes were sent an engraved antique brass entry card. This time, in addition to the online access, 1,500 people will be invited to Burberry stores worldwide, where they will watch the show on highdefinition screens and be able to order merchandise immediately via an iPad app. "Technology is the enabler," said Christopher Bailey, chief creative officer at Burberry.
|
|
