What You May Have Missed This Week

LONDON, United Kingdom — Does fashion immediacy drive sales? This week, we examined some early data following the "see now, buy now" shows staged by Tom Ford, Ralph Lauren, Tommy Hilfiger and Burberry. Want to know how Burberry is operationalising its "see now, buy now" strategy? BoF has the break down.

While Italy's biggest luxury brands have resisted the shift towards in-season shows, the country's fashion industry is evolving, giving rise to a new generation of high-potential labels. One of them, Marco de Vincenzo, tells BoF about how his LVMH-backed business is gearing up for growth.

Elsewhere, skate-inflected label Gosha Rubchinskiy is launching a perfume. The designer says streetwear is the new music — attracting fans who see them as symbols of affiliation and catalysts of community — and calls the fragrance his "new single."

1. How Burberry is Operationalising 'See Now, Buy Now'

Inside Burberry's new show space, Makers House | Source: Courtesy

In advance of Burberry’s first ‘see now, buy now’ show, BoF breaks down the brand’s new operating model.

2. Are 'See Now, Buy Now' Shows Driving Sales?

(L-R) Tommy Hilfiger Spring/Summer 2017, Burberry Spring/Summer 2017, Tom Ford Spring/Summer 2017 | Source: Indigital

Designers and retailers tell BoF how shoppable runway shows have impacted sales so far — with some reporting their biggest sales days this year.

3. After Long Slumber, Italian Fashion Wakes to 'Beautiful Moment'

(L-R) MSGM Autumn/Winter 2016, Marco de Vincenzo Autumn/Winter 2016, MSGM Autumn/Winter 2016 | Source: Courtesy

A new generation of high-potential fashion labels is blossoming in Italy in spite of a fashion system they say has been slow to provide the support they needed to get off the ground.

4. Growing Marco de Vincenzo

Marco de Vincenzo | Source: Courtesy

With LVMH backing, the under-the-radar Italian designer is gearing up for growth.

5. The Scent of Streetwear

Gosha Rubchinskiy is launching a new fragrance | Source: Courtesy

Finding white space in the youth market, Comme des Garçons-operated label Gosha Rubchinskiy is the latest to tap the intersection of streetwear and fragrance.

6. Unmasking East Asia's Beauty Ideals

Portraits for 'The Face of Asia' shot by Marcus Ohlsson for Vogue Japan September 2016

Women from Korea, Japan and China play an increasingly influential role in the global beauty industry but what drives their purchases and influences their trendsetting regimes?

7. With Gilt, Hudson's Bay Company Bets Big on Off-Price

Hudson's Bay Company president Jonathan Greller, chief merchant Kristen Sosa | Source: Courtesy

Nearly nine months after its acquisition of the flash-sales pioneer, president Jonathan Greller, chief merchant Kristen Sosa and HBC chief executive Jerry Storch discuss how Gilt Groupe fits into the company’s greater strategy.

8. 5 Young London Designers You Need to Know