Are Christopher Bailey and Burberry Becoming Too Concerned with Their Online Push to Concentrate on the Clothes?


>> Burberry
has been agressively pushing the bounderies of Internet marketing, but with Christopher Bailey's attention diverted, is it to the detriment of the clothes?

After last season's hit collection, Cathy Horyn writes of Bailey's Spring 2011 offering: "This was not Christopher Bailey’s best collection." She continues: "I also kept thinking that the collection lacked feeling — unless you count the pain of the models who cast off their raunchy heels on the runway. The last model toppled over a few yards from the backstage area and had to scramble back up. When I think of all the great collections that Mr. Bailey has done for Burberry, they’ve all been characterized by a sense of emotion that he was willing to put out there. It wasn’t all crass e-commerce." The Spring 2011 show was screened in real time at 25 Burberry stores, livestreamed online and selected outerwear and handbags were made simultaneously available on in-store iPads for purchase, with orders to be delivered in seven weeks time.

WWD agreed with Horyn: "Bailey skidded, at times, into dangerous territory. The biker jackets paved with spikes and studs were overwrought, and there was nothing elegant or fresh about those flashes of python on trousers, dresses, and jackets."

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