Blog-ResizeBurberry invited customers to shop its Fall/Winter 2014 menswear runway collection immediately after it debuted at London Fashion Week January 8. Items will be available for purchase through January 22, and can be personalized since they have not yet been produced. The unconventional move attempts to create a sense of urgency similar to flash sales while bridging the divide between customers and the runway.

Topping our Digital IQ Index: Fashion report for the third consecutive year, Burberry has been a pioneer in encouraging fan participation. The Fall/Winter 2014 menswear collection is the second brand fashion show to be shoppable immediately after, and the brand has live-streamed its runway shows since 2011. In an extra step toward involving consumers, the brand invited fans to “love” looks from the Spring/Summer 2014 runway show and released Vines for those who missed it.

A number of brands are engaging consumers in the runway experience. For its 2013 Fall/Winter show in New York, Rebecca Minkoff decided to display all tweets tagged #RMFall on a large screen. (The plan failed and the tweets were taken down due to a troll takeover.) Mercedes-Benz Fashion Week Australia holds a ticketed event during the country’s fashion week, allowing consumers to purchase items that just appeared on the runway. It looks as if this consumer-centric approach is becoming a trend.

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