See now, buy now – is this popular trend going to last?

See now, buy now is a model that became very popular during last years and was introduced by many well-known fashion brands. This was supposed to be a way to decrease the amount of time between new collections were shown on the runway and than hit stores. This was invented due to the fact that people no longer want to wait six months to buy something that they saw on the runway. They are getting bored and forget that half year earlier they saw something that they liked. They want to have it now as they see it. Considering that you can have basically anything you want ordered and delivered the next day it doesn’t make much sense to wait for new collections six months, does it?

Brands like Tommy Hilfiger, Ralph Lauren or Burberry, world-class designers create digital runways. Their fashion shows are streamed and thousands of people around the world can watch it at the same time as people sitting in front rows at the show, wherever they actually are. At the same time as they see the presented products they can order them online, sometimes through special applications or just through the regular websites. It’s an instant shopping and consumers seems to love it. After the show, new products are often sold out already, but it is rarely said out loud how many items where even available for sale.

Tommy Hilfiger makes the experience even better because since he started producing capsule collections with worldwide known and very popular model Gigi Hadid, the fashion show includes not only a catwalk, but for example a bunch of other additional attractions such as a whole amusement park build especially for the night of the show. Customers that are not even there can see everything starting from backstage where Gigi is designing the collection because it is all shown on the brand’s Instagram account, continuing to backstage with models right before the show starts, all looks on the runway and then the special attractions prepared for guests. You can feel like you are there.

It looks like fashion is going forward, adjusting to the new times but not everyone agrees. Tom Ford who actually also introduced this model said that starting with the season spring/summer 2018 he is going back to the old calendar because the industry’s system is not ready for the changes. He admitted that certainly this is the way for fashion world to change but for now they are not ready and he will proceed the old way.

According to how everything is changing nowadays and how fast we can get things that we want, in my opinion this is a right direction for fashion industry. I myself don’t like to wait long time for something that I like right now and I know people younger than me are even more impatient. This may be a good solution for cheaper brands, because they target younger people and this way they could show how consumer oriented they are.

What do you guys think about this model? Is it a future or rather an experiment?

Here you can see what people related to fashion industry think about it:

Resources:
http://avanti24.pl/Magazyn/1,150433,21430697,see-now-buy-now-o-co-chodzi-i-jak-z-tego-korzystac.html
https://i-d.vice.com/pl/article/mbvvbx/tom-ford-konczy-z-see-now-buy-now
https://i-d.vice.com/en_au/article/vbe5kd/the-shoppable-runway
https://www.thecut.com/2017/03/see-now-buy-now-fashion-effectiveness.html

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One thought on “See now, buy now – is this popular trend going to last?

  1. Mariia Manoilo says:

    Hi! I like your article very much!

    What I think is that this kind of a business model is for sure totally new for haute couture fashion shows, however, may bring huge success. For example, if we take into consideration Zara’s business model: the produce fast and sell fast (within 2 weeks) – and that is Zara’s comparative advantage, as one of the most successful mass-market brands nowadays. Consequently, if high end fashion brands would adopt this kind of “see now, buy now” business model, they would certainly win and derive a success similar to Zara’s: selling more items in shorter periods of time. So yeah, I would like this model to become more spread for a bigger share of brands, so more people can be satisfied with the speed of fashion.

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