Reinventing Retail with London Fashion Week

As we approach 2017’s first London Fashion Week on February 17, speculation surrounds the future of the runway, especially after September’s shows were lauded for their experimentation and reinvention. The ‘runway to retail’ initiative, debuted by Burberry during September 2016 at London Fashion Week, revaluated the traditional catwalk concept. For the first time in history, several runways are becoming shoppable, resembling walking shop-windows designed for consumers. Instead of making consumers wait 6 months before their collection graced the stores, Burberry flaunted a ‘season-less’ collection with select items available for purchase immediately after their catwalk unveiling, dubbing it ‘see now, buy now’.