“See Now Buy Now” Or How Digital Is Changing Fashion.
We live in the age of social media, and fashion makes no exception from that. We see changes, for example, the today’s fashion shows are broadcasted live on the internet. Use social media platforms to increase sales.
Still, the discussions of “Direct-to-Consumer” Fashion Shows ongoing for too many years now, are yet to materialise and become a reality. Is “Fall 2016” going to be the big season?
It is not secret that the “Fashion Week” has undergone a revolution in the past four years: from industry-only events to consumer-facing productions that have left many people in the fashion industry feeling quite shaken and out of their comfort zone.
Out Of The Comfort Zone – “See Now Buy Now”
These days, the old concept “Direct-to-Consumer” right from the Fashion Shows” has morphed into a simpler, more meaningful sentence: “See Now Buy Now”. Or, even #SeeBuyWear.
“If we are live-streaming, Instagramming and showing the collections, we cannot expect the consumers to tie-in with a traditional kind of calendar. We all need to evolve and change, however, I do not think that there is one rule that fits everybody.” Said the CEO of Burberry, Christopher Bailey.
However, his views are not shared by the whole industry. The “See Now Buy Now” concept is still alien to some brands, fashion designers and most important, the power group. Or, “the old guard” as they call it behind closed doors.
See Now Buy Now Right After The Catwalks?
The recent 2016/2017 autumn/winter fashion weeks in London, New York, Milan and Paris have seen designers divided over the marketing paths some labels are adopting. Most debated was once again, “to put or not to put” their collections on sale right after the catwalk presentations.
Tom Ford, Burberry, Prada, Diane von Furstenberg, Rebecca Minkoff, Proenza Schouler and Monique Lhuillier announced the adoption of “See Now Buy Now” strategy starting this year.
Lhuillier, who made five of her creations available for sale, straight after her New York show, said. “I realised that when people see an image, they want it right away. It is a new way we are experimenting with.”
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Buyers Are Welcoming The “See Now Buy Now”
Most important, the buyers are welcoming the fast fashion initiative. Ed Burstell, the managing director of Liberty store in London, said: “I think the changes have been a long time coming. No one can understand nowadays when they see something, why do they still have to wait six months before they can buy it.”
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Ken Downing, the senior vice president and fashion director of Neiman Marcus, agrees; “The customers does not shop early anymore. The market changed and wants to buy now, to wear now.”
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Still, there is opposition from those who say collections need time and consideration to be made. Carlo Capasa, the Head of National Chamber of Fashion in Italy said; “When you want to make a creative collection you need time. You need to study the fabrics, do the research.”
The “See Now Buy Now” Sceptics
And then there are sceptics like the creative director of Chanel, Karl Lagerfeld. He insists that the brand had already been putting up for sale “fast items” which precede the main catwalk shows.
“We already have two collections which are in the shops, the day we presented them; like the pre-collection of the main collection if you want. We’ve been doing it for years that is why for me this whole “See Now Buy Now” does not make sense,” he said.
“If a small company does that, they will go out of business because they do not know if they depend on multi-mark stores who will buy what. We’ve been doing this for years. To me, it is not something new. I have a feeling they made such a fuss because they had no other news to deliver.”
The truth is that not everyone in the fashion industry can gear up to such a massive challenge. Burberry, for example, has a global network of stores and the ability to buy fabrics and create stock in readiness for a concurrent showing and selling exercise on the same day.
Still, it seems like the fast fashion is coming.