Burberry plans to substantially broaden the online offering

  Now, according to Sarah Manley, senior vice president for marketing and communications at the London-based company, Burberry plans to substantially broaden the online offering. It isn’t yet certain how much of the collection will be available, but the items will extend well beyond outerwear and again include handbags. Burberry has been working with suppliers and factories in anticipation of a large offering.

  Burberry has moved quickly to be a digital leader in the fashion industry, and certainly no other luxury-goods player has taken this kind of step with e-commerce — a step that appeals to a generation of consumers interested in novel design as much as accessibility. Burberry declined to reveal sales results from the February online offer (the company also made products available at its June men’s show), but Ms. Manley said the site experienced “huge spikes” in traffic. “We saw it as an opportunity to bring more awareness to the brand,” she said.

  Immediacy seems to be the collective thought this season. Rad Hourani, who shows in New York on Sept. 13, plans to offer his unisex collection for immediate sale at stores and at radhourani.com. A spokeswoman explained that although pieces shown on the runway will not be available in their totality in one place, every piece can be found online or at stores like Seven New York, Podium in Moscow and Luisa via Roma in Florence, Italy.