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Burberry to Sell Even More Straight Off the Runway for Spring 2011

>> Burberry continues to position itself as the leading fashion house for all things digital. Last season, the brand was the first to livestream its show in 3-D, and afterwards, they offered up select pieces — 20 outerwear garments and all bags — on Burberry.com for customers to purchase right off the Fall 2010 runway, making them the first luxury house to take an e-commerce step of that magnitude.

Although Burberry declined to reveal sales results from that February online offer, it sounds like they're readying to do it again. For the upcoming Spring 2011 season, they just announced that even more of the runway collection (beyond just outerwear and handbags) will be available for immediate online purchase after the Prorsum show on Sept. 21 during London Fashion Week. Instead of waiting months for the items to be in stores like usual, customers who purchase during that time will receive their orders six to eight weeks later.

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