Burberry takes on 'see now, buy now' model for its runway collections

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 showcased its runway looks at the brand's Regent Street flagship store in London before moving the collection to its Faubourg Saint-Honoré store in Paris until March 8. Customers can place orders for the runway collection immediately after the fashion presentation.