With all the negative talk surrounding fashion's earlier-is-better, off-season delivery schedule (see this month's Vogue article penned by Plum Sykes entitled "Seasons of Our Discontent"), some brands are feeling pressure to offer items in store that shoppers can buy now and wear now.
The idea of 'Buy Now, Wear Now' has been top of mind for Burberry, who is launching an April Showers collection this month. The 30-piece line is supposed to keep customers shopping until the first fall 2010 deliveries (shearlings! furs!) drop in June, while giving them the pieces they actually need today—namely transitional basics like trench coats, rain boots, and umbrellas.
Today Burberry also announced a 7 percent sales increase in the second half of last year.