Burberry is stepping away from releasing its full collection under the “see now buy now” model under new chief creative officer Riccardo Tisci.
Only select limited edition pieces from Tisci’s inaugural collection for the brand will be available to buy immediately following the catwalk show at London Fashion Week in September. The full collection will be available to buy in February.
Burberry’s chief operating and financial officer Julie Brown said the business is moving to a “fresh delivery cycle”: “It is a new model for engaging customers. It’s a move to a creative-led delivery cycle. We will have more regular, smaller collections throughout the year. It will be exciting and unexpected.”
The news comes as Burberry announced a 3% rise in comparable sales for the first quarter of 2018.
Retail revenues rose to £429m for the 13 weeks to 30 June 2018, fuelled by growing sales in Asia. Mainland China, Hong Kong and Korea recorded the strongest growth. However, the UK, Europe, Middle East, India and Africa sales declined by “a low single-digit percentage”, as a result of lower tourist demand.