Runway broadcasted live online, done. In 3D too, yes. So what’s next? Purchase live from the shows, obviously! So what is more fashionable than buying next season looks direct from the catwalk. Initiated with baby steps by launching Runway to Reality in 2009, it is now the whole world that Burberry is targeting with its Retail Theatre launched for the spring/summer 2011 catwalks.

Burberry Retail Theatre

September 21st will showcase the launch as, while the show is broadcasted live, attendees/customers can order the S/S 2011 pieces from the touch of the I-pads provided. No less than 25 flagship stores worldwide will run these type of multi-faceted digital events. Moving into winter the brand steps up as the idea of buying pieces from a collection that actually normally reaches shops after 6 months is a real advancement in technology since items will be created and delivered within just 7 weeks.

"Burberry Retail Theatre is at the heart of our retail growth strategy," says CEO Angela Ahrendts. "This interactive retail investment will enable long term sustainable growth well beyond these exciting global digital events."



Original by Emilie-Alice Fabrizi. Translated by Rosie Hart