Riccardo Tisci Is Bringing a New "Drop" Strategy to Burberry
Taking note from the streetwear model.
In March, British fashion house Burberry announced that Riccardo Tisci would be succeeding Christopher Bailey as its Chief Creative Officer. Since the reveal, the designer has teased his pieces from the upcoming Spring/Summer 2019 pre-collection, as well as revealed a collaboration with famous designer Vivienne Westwood – and now, Tisci has revealed his latest strategy.
Taking note from the ever-growing streetwear industry, Riccardo Tisci has announced that Burberry will be launching an exclusive drops release strategy for the designer’s debut collection. The former Givenchy Creative Director will be releasing a series of limited edition pieces, that will be introduced alongside unique product initiatives and provide a stream of drops throughout the year, following the runway shows. The strategy has never been implemented in the high-fashion field, but is often utilized when it comes to streetwear brands, building a so-called “hype” around the offerings as well as excitement and connection with the consumers. The model has proven incredibly successful for names like Supreme and Palace, and it is clear that Burberry will be taking a page out of the streetwear book. It is undeniable that the heritage label will be seeing street style influences and aesthetics with Tisci in the lead, and will elevate the brand to a new level in the fashion realm.
As of right now, there’s little information available as to when we can expect the strategy to be implemented, but as the label and the designer get ready to showcase its debut collection at Fashion Week, it will be soon. For more Burberry, don’t miss the brand’s second collaboration with Gosha Rubchinskiy that released this week.