https://www.scmp.com/rss/323453/feed Insight on the luxury retail trend that's turning the fashion industry on its head en https://assets.i-scmp.com/static/img/icons/scmp-meta-1200x630.png https://www.scmp.com The concept of designers selling merchandise to consumers straight off the catwalk has fascinated the fashion industry for the past three years. Burberry and Tommy Hilfiger are among many brands to have tried the idea, with mixed results. Melbourne was 23 years ahead of the curve on the idea, which is often referred to as “see now, buy now”. Australian Vogue fashion editor shares her must-have outfits and jewellery After Australian Fashion Week launched in Sydney in May 1996 as a trade showcase... https://www.scmp.com/lifestyle/fashion-beauty/article/2188538/melbourne-shopping-guide-where-find-all-top-brands-during?utm_source=rss_feed https://www.scmp.com/lifestyle/fashion-beauty/article/2188538/melbourne-shopping-guide-where-find-all-top-brands-during?utm_source=rss_feed Mon, 04 Mar 2019 22:03:22 +0000 Burberry is taking over the Makers House in London’s hip Soho district again to show its latest “see-now-buy-now” collection at the upcoming London Fashion Week. Instead of last season’s collaboration with craftsmen, the brand channels the artistic spirit of legendary British sculptor Henry Moore. “I have been fascinated by the great British sculptor Henry Moore for as long as I can remember – his work has always had a powerful influence on me,” says Christopher Bailey, the brand’s chief... https://www.scmp.com/magazines/style/fashion-beauty/article/2069429/burberry-collaborates-henry-moore-foundation-second?utm_source=rss_feed https://www.scmp.com/magazines/style/fashion-beauty/article/2069429/burberry-collaborates-henry-moore-foundation-second?utm_source=rss_feed Thu, 09 Feb 2017 04:45:30 +0000 Vivian Chen Vivian Chen You know fashion has taken an unexpected turn when Vetements’ slogan hoodies and Gucci’s fur-lined slippers are selling like hot cakes and there’s no sign of slowdown for the couture streetwear which has successfully built a cult-like following among the millennial generation. Fashion aside, other luxury maisons are also tapping millennial consumers through digital integrations, product diversity and creative ways of storytelling. “It’s a growing segment and the big spenders of tomorrow,” says... https://www.scmp.com/magazines/style/fashion-beauty/article/2050739/luxury-brands-are-targeting-millennial-consumers?utm_source=rss_feed https://www.scmp.com/magazines/style/fashion-beauty/article/2050739/luxury-brands-are-targeting-millennial-consumers?utm_source=rss_feed Fri, 09 Dec 2016 03:15:00 +0000 Changes do not intimidate Christopher Bailey. As Burberry’s president and chief creative officer, Bailey has elevated the traditional British marque, famous for its iconic gabardine trench, to the international luxury brand it is today. Also quick to ride the digital wave, Bailey has spearheaded many of the digital innovations in fashion from live streaming shows to the more recent see-now-buy-now trend. “Digital is an incredibly exciting platform and it’s basically an industrial revolution,”... https://www.scmp.com/magazines/style/fashion-beauty/article/2040611/burberrys-christopher-bailey-talks-about-how-digital?utm_source=rss_feed https://www.scmp.com/magazines/style/fashion-beauty/article/2040611/burberrys-christopher-bailey-talks-about-how-digital?utm_source=rss_feed Thu, 03 Nov 2016 13:45:45 +0000 The morning after Burberry’s straight-to-consumer debut, its London flagship store on Regent Street was bustling with enthusiastic customers trying on the latest September collection fresh off the runway – some even left the shop sporting their trophy buys right away. ​ “Customer behaviour has changed so dramatically,” says Christopher Bailey, Burberry’s chief creative officer and CEO. “I’m not sure any more that when we watch something, and then six months later, we’d remember it again because... https://www.scmp.com/magazines/style/fashion-beauty/article/2023600/see-now-buy-now-fashion?utm_source=rss_feed https://www.scmp.com/magazines/style/fashion-beauty/article/2023600/see-now-buy-now-fashion?utm_source=rss_feed Thu, 06 Oct 2016 14:00:15 +0000 BURBERRY SEPTEMBER COLLECTION FASHION SHOW MAKERS HOUSE, LONDON HAPPENINGS: Unlike the usual set-up for a fashion show, Burberry presented its straight-to-consumer debut at a new venue called Makers House. In collaboration with The New Craftsmen, skilled artisans were booked to showcase the different techniques used to create the fashion collection – think tassels and embroideries. The celebrity turnout included Chinese actress-turned-filmmaker Zhao Wei, pop singer and actor Kris Wu, as well as... https://www.scmp.com/magazines/style/people-events/article/2024003/coveted-burberry-launches-its-first-see-now-buy-now?utm_source=rss_feed https://www.scmp.com/magazines/style/people-events/article/2024003/coveted-burberry-launches-its-first-see-now-buy-now?utm_source=rss_feed Thu, 06 Oct 2016 13:45:45 +0000 The excitement is very real. The morning after Burberry's straight-to-consumer debut, the British luxury brand's London flagship store on Regent Street is already bustling with enthusiastic customers trying on the latest looks from the September collection. Some might have left the shop sporting their new trophy buys.   New goodies are selling like hotcakes at VIP events in other Burberry stores such as in Hong Kong.  Burberry reveals details of its first straight-to-consumer collection in... https://www.scmp.com/magazines/style/news-trends/article/2020644/burberrys-september-collection-will-be-available?utm_source=rss_feed https://www.scmp.com/magazines/style/news-trends/article/2020644/burberrys-september-collection-will-be-available?utm_source=rss_feed Mon, 19 Sep 2016 09:00:30 +0000 Burberry has always been a pioneer in digital innovation. Being the first to live-stream its fashion shows in 2009, the British luxury brand will again change the norms of Fashion Week by showing its first straight-to-consumer collection in London on September 19. Both womenswear and menswear collections will be presented together for the first time, and the collections will be immediately available for purchase globally after the show. Burberry is also collaborating with The New Craftsmen - an... https://www.scmp.com/magazines/style/news-trends/article/2008411/see-now-buy-now-burberry-launches-collections-which-will?utm_source=rss_feed https://www.scmp.com/magazines/style/news-trends/article/2008411/see-now-buy-now-burberry-launches-collections-which-will?utm_source=rss_feed Thu, 01 Sep 2016 13:30:15 +0000 The "see now, buy now" model is the buzzworthy trend for this month of fashion shows. Luxury maisons such as Burberry and Tom Ford are using their runway shows to better connect with consumers, so that shoppers no longer have to wait six months for the latest collections to transition from the catwalk into stores. Burberry announced it will fully roll out this strategy in September. However, the British maison has already taken the initiative with its autumn/winter 2016 collection. Burberry... https://www.scmp.com/magazines/style/article/1916676/burberry-takes-see-now-buy-now-model-its-runway-collections?utm_source=rss_feed https://www.scmp.com/magazines/style/article/1916676/burberry-takes-see-now-buy-now-model-its-runway-collections?utm_source=rss_feed Thu, 03 Mar 2016 14:45:45 +0000