Burberry spring/summer 2011 gets an early sales boost through limited iPad and online orders

Burberry leather studded jacket from spring 2011 collection

Burberry leather studded jacket from the spring/summer 2011 collection (Photo credit: Style.com)

Today is the first day of fall, and we at Fashion Trends Daily are already so over it. We watched the live streaming of the Burberry Prorsum spring/summer 2011 show in London the other night — broadcast to 25 Burberry stores around the globe — at the South Coast Plaza Burberry boutique, and were ready to flip to a new season. Burberry’s chief creative officer Christopher Bailey also invited fans of the brand via Facebook to watch online. (Watch the Burberry spring/summer 2011 show)

Yes, we loved the show. Yes, we (heart) Christopher Bailey. Yes, the music was amazing.

Yikes! A first-time model falls while closing the Burberry 2010/2011 show (Photo credit: AP)

Yes, we coveted the fantastic cropped, studded leather biker jackets (in black AND nude). Yes, we gasped when the shaky, newbie model took an unfortunate nasty spill as she closed the show.  (Although, it was conveniently not seen at the store’s streaming version. And why she closed it when she could barely walk in the first place is a mystery to us.)

Nevertheless, what really turned our heads and got our fashion hearts pumping was the sight of Burberry sales clerks popping up after the show with their company-issued iPads to help champagne-sipping, hors d’oeuvres-nibbling customers place orders for items worn in the show! Could it be true? Can we really order right now for spring? Like, this very second?

Indeed. Act now, don’t delay! Customers have until September 28 to purchase coats, bags and beauty items from the show, which will be delivered straight to their door within seven weeks. Seven weeks! Orders can also be taken online at Burberry’s official online store, or via iPad-sporting dales clerk in-store only.

The selling concept, called “Burberry Retail Theater,” is part of the company’s digital initiatives strategy. While it certainly makes for good fashion theater, it has, more importantly, made for big business. Burberry’s embrace of new technology and social media has aided growth and is keeping them ahead of the game in turbulent times. The company saw double-digit growth in the first quarter, with retail sales up 16 percent and comp-store sales up 10 percent.

Chief Executive Officer Angela Ahrendts commented in the company’s press release that Burberry is planning on opening 20-30 stores in the current financial year.

“Our continued investment in industry-leading digital, service and product initiatives will further increase awareness, traffic and sales, to drive long-term profitable growth for all our stakeholders,” said Ahrendts.

As part of London Fashion Week, Burberry also released a soundtrack this week curated by Bailey. Burberry Acoustic, which

Burberry Acoustic soundtrack for London Fashion Week

features British musicians, is available on iTunes (U.K) and is part of a collaboration between BFC/Bazaar Fashion Arts Foundation and its music partner, Sony, for an album series titled ‘The Collection for London Fashion Week.’ Each season an album will be curated & compiled by a different fashion luminary who will give their soundtrack to London Fashion Week. Bailey designed the artwork for the album, which is packaged in a luxe hardback book.

And speaking of luxe, we can hardly figure out what to order within the next five days that the runway collection is available. Let’s see…Boyfriend fit military leather biker jacket for $3595? Check. Cotton satin trench coat with patent sleeves for $2795? Check. Patent leather crossbody bag in beetroot color for $1195? Check. Soft patent bridle strap trench coat for $11,995? Giving it a good think.

Better yet, maybe we’ll just start with the lip gloss in Nude Beige No. 9 for $27.

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Author:Michelle Dalton Tyree

Fashion Trends Daily is the brainchild of Michelle Dalton Tyree. She is the former West Coast Retail Editor for Women’s Wear Daily, Fashion Editor for The Japan Times, and founder of former L.A. luxury boutique Iconology. Michelle is frequently quoted about fashion retail trends in major media outlets such as NPR, KPCC, The Inside Source and the New York Times. She has developed content for many luxury brands and retailers and has written for Allure, Worth Global Style Network, Footwear News and other media outlets.