Burberry Launches Runway Made to Order Service

By Paul Joseph

British fashion house Burberry have created an innovative new service that enables customers to pre-order personalised items as soon as they hit the catwalk.

Burberry’s ‘hot off the runway’ service – which was initially launched in its basic format in 2010  – gives fashion fans the chance to get in early and pre-order their own personalised versions of the latest Autumn-Winter 2013 styles prior to them hitting stores.

Traditionally collections are showcased to buyers and journalists at shows and private presentations around six months before arriving in retail stores.

The bespoke service was rolled out for London Fashion Week which finished last week, where Burberry presented a range of bags and outerwear in their runway presentation, and will be available for another week.

The service includes giving customers the option to personalise their items with bespoke nameplates for free.

Additionally, Burberry have also placed “smart personalization” — NFC (near field communication) chips in the items which provide additional information about the garment when held up to compatible NFC-enabled devices.

Burberry was founded by Thomas Burberry in London in 1856.

By Paul Joseph