Burberry has to be admired for trying “See Now, Buy Now” - the new way of showing clothes in-season and making them available straight away to buy after the catwalk show. While many brands have used the term or jumped on the bandwagon, they were truly the only global brand to do it on scale and fully commit.
Left - The recent AW17 Burberry Show in Clerkenwell
Other brands have done capsules, collaborations and the like, but on a much smaller scale. Some are still doing it, while others have dropped it already, but, it’s Burberry who we’ve been watching to see whether it works or not.
Burberry has done a great job at the logistics. The job of getting things in place: to drop the minute the catwalk has finished, unveiling online and in their network of retail stores and wholesale partners.
They’ve experimented with it and while they’ve proved they can get things in the right places at the right time, unfortunately, it doesn't make for great clothes.
We are on the third collection now and they are no way as accomplished as the previous out of season shows. They still have the same Creative Director - Christopher Bailey - who I rate very highly, but it just shows that this way of working, restricted by manufacturing timetables, limits the ideas and collections.
With “See Now, Buy Now” you’re alway working backwards. What can we make in time? Can our manufacturers make that, in the quantities we need, in time? No? Then, next idea.
What can we do? doesn't make for the most positive start to any collection. It’s too restrictive. It just makes for clothes that are basics with little details tacked on. The latest collection, shown a couple of days ago, illustrated this, literally. Chinos with doodles on or a let’s stick a silver/crystal thing on a quilted sweat shirt to jazz it up a bit. It’s not starting from a strong design base. You’re always working backwards.
Fashion collections often come together a few days before a show. Stylists or designers often ask for little pieces or accessorises to help form looks which have a clear voice and message and is what many trends rely upon. They worry about making them afterwards. This isn’t possible with see now, buy now, as it has be all signed off and produced months in advance. Burberry has over 500 shops in 50 countries. That’s a lot of product. Admittedly, the catwalk makes up a small percentage of the business, but it still has to be in the windows etc.
These clothes are also being made upfront. Many brands use a show to gage demand and then order accordingly. You either have a lot of wastage or you’re very conservative in your ordering of the more difficult and interesting pieces. This leads to boring stores and products.
Right - Burberry - White T-Shirt With Crystal Brooch - £495 - See Now, Buy Now isn't making for the best clothes says TheChicGeek, do you agree?
It’s time to ditch see now buy now. Burberry are good at deciding to drop things when they don't work. They tried to go it alone with their beauty offering, but realised things are too tough out there on your own and have now gone in with beauty giant, Coty.
If it’s any consolation, they can be confident to know that if they couldn’t make it work, then nobody could make it work and can be very proud of themselves for trying something that many thought too difficult and didn't even entertain.
Like all new ideas, some are more successful than others. This is one to put down to experience and it's time to let Christopher Bailey do what he does best.
Move over the Little Mermaid as TheChicGeek gets sculptural in the latest menswear collection from Burberry. Inspired by the British sculptor, Henry Moore, Burberry's new collection was a play with form, function and distortion. Oversized dress shirts, sweatshirts with rope detailing and twisted brogues were all part of their 'See Now, Buy Now' collection.
Spot the spring carrot throughout TheChicGeek's SS17 collections as he picks his favourite menswear collections of the season and models his favourite pieces, making him one happy geek!
Credits - Clothes - Burberry SS17, Shoes - Burberry SS17, Spectacles - Salvatore Ferragamo, Fragrance - Givenchy Gentlemen Only Eau De Toilette Fraiche, Bumble & Bumble - Sumoclay
Shot on OlympusPEN by Robin Forster
See more pictures & video below
There are two types of Britishness: urban London Britishness, which is too often clichéd and touristy, involving bowler hats, red telephone boxes and the like, and, then, there's the Britishness of the countryside, which comprises of green rolling hills, National Trust properties with colourful herbaceous borders all soundtracked by the theme of The Antiques Roadshow.
Left - The not-so-secret garden at the entrance of Burberry's pop-up Makers House
The British countryside is basically a giant garden dotted with the history of people aiming to perfect their little corner of it and that's why we all love to be tourists in it, regardless of where we are from.
And, it is this Britishness that Burberry has mined for its latest show and show space, which has been opened to the general public for a week afterwards and is called Makers House.
Right - Makers are gonna make. The day I went it was bookbinding
Located in the old Foyles book store on Charing Cross Road, on the edge of Soho, Burberry has teamed up with British craft collective, The New Craftsmen, showcasing their hand-working skills, making everything from tassels to keys to scissors. There are different people displaying different skills, on each day, creating theatre in the bottom of the space.
Just to be clear, these people didn’t produce anything for the new Burberry collection, but it’s an illustration of the type of skills involved. I guess Burberry needed huge volumes and a long lead time if they were able to be the first brand to fully deliver their new ‘See Now, Buy Now’ concept worldwide, all at the same time, both offline and online.
Left - One of the standout pieces of the menswear show
You can buy their products in a small shop here, but I think Burberry missed a trick by not including a few of their own products. Maybe a few of the classic pieces.
Right - A print taken from the V&A archive and used in the collection and on the show seating
Alongside them is a pop-up branch of Thomas’, the Burberry café from Regent Street, which has to be one of the best of the big brand versions of this type of thing, offering seasonal British fare all served on British made tables and chairs, and in this case, leading onto a garden of white busts and classical plaster casts contrasted with lush green planting that welcomes you at the entrance.
It’s like Daylesford Organic has comes to Soho, hostas and all, in this mix of Virginia Woolf’s Orlando, Nancy Lancaster’s decorating skills, (she was the owner of Sibyl Colefax & John Fowler), and a celebration of the great and good of British history all lined up like a friendly who’s, who. I feel like we may have been given a glimpse of Christopher Bailey’s Yorkshire lifestyle. He has to spend all those millions somewhere after all. This is the fantasy perfection of British country living that we never seem to tire of and one which Burberry has used as inspiration before such as Charleston in Sussex or gardening at Sissinghurst.
Left - TheChicGeek on the poetry staircase doing his best Rapunzel impression!
Upstairs, where the catwalk show was, 83 mannequins show off the full collection of men’s and women’s wear, 250 pieces in total, where you can look at the details and touch the fabrics. Everything is available now, if you can afford it, and the collection was Bailey’s usual strong balance of wearability and fashion. Think artist-like relaxed shirts with ruffled collars and cuffs interplayed with brocade and cropped shearlings and slouchy trousers. I particularly like the orange/biscuit coloured shearling and 30s style printed pyjama shirts. The green carpet design was taken from a garden print from the V&A.
Right - The Tudors are back! Taking the ruff with the smooth
Burberry took a risk on the ‘See Now, Buy Now’ concept, but I think they’ve pulled it off. Unlike other brands, this show season, who have made it a token gesture to gain attention and PR, this is full on and took some organisation. I guess many items had to be comprised or changed to fulfil the tight delivery dates, but it doesn't show.
Left - Pieces of Michelangelo's David looking over his shoulder while a sculptor builds up his clay maquette
I like the way it’s been opened up to the public. You spend all that money on the show space, you may as well as justify it by making it customer facing, especially now they’re selling the items straight away. I can’t wait to see how they will top this in February.
Many other luxury brands will be watching this enviously and wondering whether they could or should do the same.
Right - Nancy Lancaster's bed from her house, Ditchley Park
In a post-brexit world I think Burberry should take this whole concept on a world tour. Tokyo, Shanghai, and Mumbai would relish this little outpost of Britishness, pots plants and all. We have to remember there’s a big world outside of London.
Burberry Makers House Open Until 27th September 2016, 1 Manette Street, London, W1D 4AT
How many of these great British figures can you name?
“Mr. Burberry is our most significant men’s fragrance to date. Inspired by the iconic Burberry trench coat and by London, a city of great contrasts and contradictions. It is traditional yet irreverent, elegant without being pristine. It perfectly encapsulates a mood and an attitude that today’s Burberry man will recognise as his own.” says Christopher Bailey, Chief Creative and Chief Executive Officer, Burberry.
Left - Josh's Bottle! Burberry - Mr. Burberry Eau De Toilette - 100ml - £64
Inspired by Burberry’s iconic black trench coat and by London, the Mr. Burberry fragrance was created by Christopher Bailey, working in collaboration with renowned perfumer Francis Kurkdjian. A sensual herbal woody eau de toilette, the fragrance opens with notes of crisp zesty grapefruit, cut with a seductive base of earthy vetiver and smokey guaiac wood.
Right - The full Mr Burberry range includes a beard oil
The Mr. Burberry campaign was shot in London by Oscar and Turner Prize-winning British director Steve McQueen in his first commercial film, and features British actor and musician Josh Whitehouse and British model and actress Amber Anderson. The soundtrack was created by British singer-songwriter Benjamin Clementine.
TheChicGeek says, “This is a big deal for Burberry. After buying back their fragrance license they are now in full control of this side of the business and see this as one of their growth areas. They need this to be a hit.
They’re one of the few mega-brands in fashion with a creative director overseeing every little detail of the business and you can feel the consistency here.
As for the fragrance, it’s nice, but not distinctive. The refreshing grapefruit of the top soon gives way to a soft and warm wood. The main negative is that it doesn’t last. You’d be better off using this as a type of cologne and applying lots and often to keep it with you. There’s also a full range of products to go with this, including a beard oil, which, while not revolutionary, at least shows they’ve thought about the men’s market and offered some difference.
I like the touch of gabardine, the original trench-coat fabric invented by Thomas Burberry, made in Burberry’s own factory in Yorkshire and tied around the neck of the bottle. This is as close as the majority of people will get to owning one of their expensive trench-coats. You can also have each bottle personalised with up to three initials.
The campaign feels a bit more risqué than the average perfume commercial, think quite a bit of nudity, but you do wonder how much will be cut to please different markets and advertisers.”
Below - Face of the fragrance, British actor & musician - Josh Whitehouse