A commercial collection to solidify Burberry’s move to ‘see-now; buy-now’, an innovation in the way fashion is shown and more importantly sold, allowing the customer to purchase straight off the runway. The idea is to cut out the six month waiting time, so that the collection does not seem old by the time it hits stores. This is what Burberry does. It is a commercial innovator, previously making pre-orders immediately available. Now however, their entire showing schedule has been rethought around this selling strategy.