The Problem With ‘Buy Now’ PARIS, France — ‘Buy now’ has become a hotly debated term and topic throughout the fashion industry.
Of course, there is nothing more basic and natural than the ability to easily buy a piece of clothing and wear it immediately. This is precisely what makes the argument in favour of ‘buy now’ seem so positive. How ‘See Now, Buy Now’ Is Rewiring Creativity. NEW YORK, United States — Fourteen campaign images.
Six videos. A string of celebrity portraits. All in one day. “It was a large list of deliverables,” says photographer Inez van Lamsweerde, who, along with partner Vinoodh Matadin, was tasked with turning around all of the above in less than 24 hours. How Burberry is Operationalising 'See Now, Buy Now'. LONDON, United Kingdom — Burberry will unveil its first ever “see now, buy now” show at London Fashion Week on Monday, heralding a new era for the industry in which fans can get their hands on "seasonless" items immediately after they are presented on the runway.
But the new approach has significant implications for production and supply chains, which were out of sync with communications and marketing departments, and all eyes remain on the brand to see how it has executed the changes needed to adapt towards a fashion immediacy model. When the company announced its new consumer-facing concept in February, it was held up as a solution to long-standing problems with the traditional fashion calendar. Fashion shows had long been strictly industry events for press and buyers to preview collections.
Digital pioneer Burberry does it again, this time radicalising its whole fashion calendar. This post first appeared on Forbes.
Tommy Hilfiger Embraces Direct-to-Consumer Shows. NEW YORK, United States — The fashion industry's shift towards direct-to-consumer fashion events shows no sign of abating.
Tommy Hilfiger, the PVH Corp-owned American fashion brand with annual sales of near $7 billion, is the latest of the industry’s major players to announce a shift in its operating model to offer consumers 'fashion immediacy,' synchronising runway shows with retail drops starting in September 2016, when Hilfiger will show its TommyXGigi capsule collection, created in close collaboration with Instagram it-girl Gigi Hadid.
Immediately after the event, the collection will be available to buy via the company’s own retail stores and e-commerce, as well as its wholesale partners. The presentation itself — which the company promises will go beyond a traditional runway show — will air on a “global multi-media broadcast network" and will be targeted at consumers and press. In coming cycles, Tommy Hilfiger also plans to embrace "seasonless" collections. How Tommy Hilfiger Is Rewiring For Fashion Immediacy. NEW YORK, United States — “In the 40-some years I’ve been in business, I’ve always been inspired by pop culture from the aspect of fashion, art, entertainment and, today, social media and celebrity,” says the designer Tommy Hilfiger.
“Those are the drivers that our company is fuelled by. It’s really about listening to the consumer and being able to mold and shape our business around consumer needs through pop culture.” On Friday, September 9, beginning at 7pm EDT, Hilfiger will take his brand’s mission to the next level with #TommyNow, a two-day event set to take place on South Street Seaport’s Pier 16, rebranded “Tommy Pier.” With Shoppable Runway Shows, Fashion Brands Court Millennials. NEW YORK, United States — In a world where younger consumers can summon a car or a meal at the click of a button, fashion houses are realising that their next generation of customers is not keen to wait six months for runway styles to hit store shelves.
Millennials’ impatience has brands such as Tommy Hilfiger, Ralph Lauren Corp., Coach Inc., Michael Kors Holdings Ltd. and Tom Ford turning their New York Fashion Week runway shows into a so-called see-now-buy-now format. That is transforming the event — previously a showcase for industry insiders and items that will not appear until the following season — into a source of cold, hard, immediate sales. Tom Ford & Vetements’ seasonless fashion: Big change or same old same old? - Fashion & Mash.
A few months ago the CFDA was discussing possible plans to turn New York Fashion Week into a more in-season, consumer-focused event on the back of the social media/live streaming revolution.
We’ve not heard so much about that lately but designers seem to be going ahead and making changes anyway. The only problem is that they’re not all making the same changes. Coach, Michael Kors Discounts To Disappear As Luxury Brands Strive To Become More Exclusive Again. Coach and Michael Kors luxury brands are both doing a bit of revamping in an attempt to increase the exclusivity of their brands.
What that means for consumers is that those looking for discounts on the designer purses and other items may find themselves at a loss. Brands like Coach and Michael Kors were once pretty exclusive, and not just anyone could own the luxury handbags and other products marketed initially for the elite. As popularity has increased for the designer fashion labels, their actual exclusivity has dwindled. That wasn’t helped when the brands began popping up in middle-class department stores that are shopped by the masses.
In order to get their brands back to exclusive status, the Washington Post reports that Michael Kors discounts will be a thing of the past. On the other hand, Coach discounts are also on their way out. The goal is to eliminate Coach and Michael Kors discounts and to sell fewer products but at a higher price point. Greenpeace Reveals 'Detox Catwalk' List Of The Most Eco-Friendly Fashion Brands. Ralph Lauren embraces the American West _ and fast fashion. By Associated Press Published: 04:16 GMT, 15 September 2016 | Updated: 04:16 GMT, 15 September 2016 NEW YORK (AP) — Call it "fast fashion," ''runway-to-retail," or "see now-buy now.
" No matter the term, it's the unmistakable trend in fashion, and Ralph Lauren embraced it fully — presenting his New York Fashion Week collection on the street outside his store, then inviting guests inside to buy what they'd just seen. "Today I am proud to share with you, for the first time ever, my new women's collection right off the runway and into your lives," the venerable designer wrote in a statement. "You are changing the way you live and the way you want to shop, and we are changing with you and for you. " Lauren's runway show Wednesday evening had the added cachet of literally stopping traffic — the block of Madison Avenue fronting his store was closed off for the glamorous event, held in a temporary glass structure that resembled a greenhouse. But it wasn't plants people came to see.