By Mariana Suplicy Batista
Models pose backstage at the Burberry Fall/Winter 2016 Show
Fashion is no longer the same and the reason behind that is the fact that lots of designers are giving up on the traditional fashion system that dictates that collections must be presented months before actually hitting the stores.
This new system, famously known as “See Now, Buy Now” is becoming increasingly popular among designers. During this fashion month, brands like Burberry, Tommy Hilfiger and Ralph Lauren decided to present a second edition of their Fall collections, first presented back in February, but this time around, all the looks were available online right after the shows.
Tom Ford, who took a break from the runways, came back this season during New York Fashion Week and presented one of the best Fall 2016 collections. In an interview for The Business of Fashion, Bergdorf Goodman’s president, Joshua Schulman, declared that the high-end department store had its largest Tom Ford day of the year following the show in the night before.
The same happened with Burberry, which also had an uplift in its sales right after the show. Apparently, in a business perspective, “See Now, Buy Now” is not a bad idea at all.
Tom Ford Fall/Winter 2016 Campaign
Having the collection available for sale right after its runway show definitely generates instant interest and excitement, but when we think about long-term customer satisfaction, the scenario can be very different. If a collection is available for purchase right after its show, the tendency is that it will lose its appeal very quickly.
The good thing about the traditional fashion system is the fact that just when customers are about to “forget” the collections presented, a new advertising campaign comes along to remind them that there’s a new season coming and that they can already start updating their closets.
Another tricky thing about ‘fashion immediacy’ is the fact that part of what makes high-end clothes “exclusive” in the eyes of customers is the idea that they are not that easy to get. In other words, “See Now, Buy Now” can be seen as an expensive version of fast-fashion. A while ago, The New York Times Style Editor, Vanessa Friedman, declared that the “See Now, Buy Now” concept makes fashion lose all of its charm.
It looks a lot like this current fashion season is going to be crucial for the future of fashion, and the upcoming months will tell if the “See Now, Buy Now” excitement will still be around.