Burberry ad campaign 2011 S/S
When Christopher Bailey announced an entirely new paradigm for runway presentations, other companies began to follow suit. Seasons will no longer apply, no Autumn/Winter 2017, instead the clothing will be adaptable to any season, Northern or Southern Hemisphere, for example the sleeveless trench coat. Secondly, consumers will be able to purchase the clothing displayed on runway immediately following the presentation, allowing Burberry to utilise the hype surrounding these presentations.
"We still travel around the world attending men’s, women’s and collections for months on end. We embrace social media and the internet, but the timing of this communication is out of sync with the availability of collections, which arrive many months after the consumer has seen them. We try to respond to the customer’s need for newness, but in doing so, we have created an over-proliferation of products that don’t have enough time to sell before the next collection drops, leading to waste. In doing so, we are constraining the creativity of our designers, exhausting the buyers and press, and overwhelming the consumer."
This opening paragraph in today's BoF Letter from the Editor (Imran Amed) clearly addresses the environmental and economic issues confronting the fashion industry. There was an interesting study cited by BoF (different article) regarding teenagers spending on clothing, which has dropped from much higher levels 10 years ago. Of course it has, many teenagers now purchase their clothing on eBay and Etsy, primarily reusing clothing that owners no longer need. ecomodista has endorsed recycling, reusing, and reducing consumption, yet it seems much of the fashion industry does not recognize the importance of environmental and social justice issues to the post-millennial generation.