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Mulberry drops London Fashion Week for runway-to-retail concept

Mulberry drops London Fashion Week for runway-to-retail concept

See-now-buy-now

Text: Faizal Dahlawia

Editor: Shannon Wylie


Image: ImaxTree
Image: Reuters

It's official! Mulberry is saying no to London Fashion Week in favour of a new on-trend strategy. Find out more with Buro 24/7 now...

British fashion label Mulberry has confirmed that it will not be a part of this year's London Fashion Week. Instead, the brand will adopt the see-now-buy-now concept for the upcoming season, allowing for a more direct approach with its customer base. With the move, Mulberry is reportedly preparing to showcase its Spring/Summer '18 collection through private appointments with buyers and the media.

"Mulberry has always been focused on offering a real and accessible lifestyle," said Mulberry CEO, Thierry Andretta. "The shift announced today enables us to continue to drive engagement and increase our relevance to our customers. Our strong omni-channel, retail-led business ensures we are well placed to align our collection launches globally and support growing consumer demand for immediacy."

Stay connected with Buro 24/7 Middle East as we bring you updates on the story. Now, discover Mulberry's Fall/Winter '17 collection which was unveiled during London Fashion Week.

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