--- description: Starting at their February show title: Burberry Will Let Consumers Buy Products Straight off the Runway image: https://static.time.com/v3/assets/bltea6093859af6183b/blt5a718df0bd11500d/69887e8a5f570fedacb1fbba/511716094.jpg?branch=production&width=750&quality=75&auto=webp&crop=16:9 ---  * [Business](/section/business/) ## Business Update your preferences in [Account Settings](/account/preferences/) Close * [Retail](/tag/retail/) ## Retail Update your preferences in [Account Settings](/account/preferences/) Close # Burberry Will Let Consumers Buy Products Straight off the Runway by [Maya Rhodan](/author/maya-rhodan/) ## Maya Rhodan Update your preferences in [Account Settings](/account/preferences/) Close Feb 22, 2016 7:46 PM CUT  A model walks the runway at the Burberry show during London Fashion Week Autumn/Winter 2016/17 at Kensington Gardens on February 22, 2016 in London, England. John Phillips—Getty Images A model walks the runway at the Burberry show during London Fashion Week Autumn/Winter 2016/17 at Kensington Gardens on February 22, 2016 in London, England. John Phillips—Getty ImagesJohn Phillips—Getty Images by [Maya Rhodan](/author/maya-rhodan/) ## Maya Rhodan Update your preferences in [Account Settings](/account/preferences/) Close Feb 22, 2016 7:46 PM CUT The British luxury brand Burberry is [adapting its runway model to the Internet age](http://www.bbc.com/news/business-35630989 "undefined"). Soon, gone will be the days when consumers pining over the latest fashions showcased at the brand’s summer and winter shows have to wait months to make a purchase. At its September show, Burberry fans will be able to buy products as they see them on the runway both in stores and online, [BBC](http://www.bbc.com/news/business-35630989 "undefined") reports. Currently, brands take up to six months to release the lines they debut at the shows. The move by Burberry falls in line with the democratization of the fashion industry; livestreams of shows across the world throughout Fashion Month have made the once-insular shows of accessible to people beyond magazine editors and buyers. \[[_BBC_](http://www.bbc.com/news/business-35630989 "undefined")\] ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/4232887/burberry-runway/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/4232887/burberry-runway/"},"headline":"Burberry Will Let Consumers Buy Products Straight off the Runway","datePublished":"2016-02-22T19:46:27.000Z","dateModified":"2026-02-22T15:16:27.970Z","description":"Starting in September","url":"https://time.com/4232887/burberry-runway/","keywords":["Retail","Technology","fashion","Business topic"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt5a718df0bd11500d/69887e8a5f570fedacb1fbba/511716094.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Maya Rhodan","jobTitle":null,"url":"https://time.com/author/maya-rhodan/"}],"articleSection":"Business","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt5a718df0bd11500d/69887e8a5f570fedacb1fbba/511716094.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"Burberry - Runway - LFW AW16","caption":"Burberry - Runway - LFW AW16","creditText":"John Phillips—Getty Images","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/business/","name":"Business"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/retail/","name":"Retail"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/4232887/burberry-runway/","name":"Burberry Will Let Consumers Buy Products Straight off the Runway"}}]}] ```