Burberry use social media to disrupt the fashion industry

Amidst the shocks and frocks at London Fashion Week, one story stood out to me. Burberry, once reckoned as the leading provider to Chavs and football hooligans, successfully managed to steal the show not with a dramatic new collection, rather enabling customers globally to purchase select items from the catwalk collection immediately. From runway to checkout to immediate online sales points. 

Innovating in this way reminds me of Doblin Group's "Ten Types of Innovation" framework. Looking at Burberry in this context they innovated with a new chanel, service and customer experience all underscored by a being able to rapidly mass produce garments quicker than other brands.