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Burberry’s 'Retail Theater' brings clothes to customers right off the runway with the touch of an iPad

September 8, 2010 | 10:00 am

Burberry’s “Retail Theater” takes the concept of a trunk show to a whole new level. During the British label’s spring/summer 2011 show, happening on Sept. 21, 25 Burberry boutiques around the globe will stream the runway show live for customers.  Should they like anything they see on the screen, customers can then order the item immediately via iPad. Merchandise will be shipped out to arrive in a matter of a few weeks rather than having to wait the usual four to six months for spring 2011 orders to arrive.

Talk about fast fashion! Not only is the British house bringing its collection to loyal customers more quickly, but people can now also decide for themselves what they want to hang in their closets rather than be at the mercy of buyers and retailers -- as well as have items that otherwise may not have been produced.

Between the live streaming that more and more brands are doing each season, events such as “Fashion’s Night Out: The Show” and now the direct-to-consumer runway shows, the public has almost the same access as some of the world’s top editors and buyers when it comes to seeing next season’s collections.

“Retail Theater” will be held in Burberry boutiques globally, including Beverly Hills and Costa Mesa. Don’t live near a Burberry store? You can order merchandise on their website as well – it will be delivered within seven weeks of purchase. And this isn’t a BYOiPad event either. Burberry stores will have those on hand for easy ordering.

-- Melissa Magsaysay

Photo: Screen shots of Burberry’s live stream. Credit: Burberry

[For the record, 11:59 a.m.: An earlier version of this post incorrectly said the runway show would be streamed for customers in groups of 25.]