LONDON (AP) — Luxury retailer Burberry says it will combine its menswear and womenswear catwalk shows into a single presentation twice a year and allow buyers to purchase items right off the runway.

The innovative move announced Friday closes the gap between the show and retail availability, underscoring the company's longstanding commitment to expand into the digital realm.

Christopher Bailey, the CEO and chief creative, says the move will allow the company "to build a closer connection between the experience that we create with our runway shows and the moment when people can physically explore the collections for themselves."

The changes, which will begin in September, will also allow Burberry to highlight seasonless styles — a plus for global customers who may be experiencing a different season than the traditional fall or winter.