11 April 2017

Is fashion immediacy the future?

The Issue

Is fashion immediacy the future?

For years, designer fashion has been under pressure, pushed by new competitors into a smaller, less profitable corner at the top of the product pyramid. At the same time, the rise of the Internet and social media transformed once closed, industry-focused runway shows into consumer-facing marketing exercises that nonetheless still took place six months before collections hit shop floors, throwing fashion’s media and retail cycles out of sync. The system was broken.

“Fashion immediacy” — the concept of presenting a designer collection that can be purchased and delivered immediately after its runway debut — was seen as a fix. In recent seasons, dozens of brands, both big and small, have converted to the “see now, buy now” model. But while some are doubling down on the approach, others have reversed course, abandoning the strategy and returning to the traditional approach. Is fashion immediacy the future?

Context
Opinions
John Thorbeck Chairman, Chainge Capital

Op-Ed | ‘See Now, Buy Now’ Is a Publicity Stunt, Not Real Process Innovation

Designer fashion brands must learn from fast fashion leaders and turn fashion immediacy into a genuine operational model to be truly responsive to customers, argues John Thorbeck.

Anabel Maldonado

Op-Ed | The Case Against ‘See Now, Buy Now’

The lag between a collection’s appearance on the runway and its availability in store is critical in developing the consumer’s desire to purchase, argues Anabel Maldonado.

Aslaug Magnusdottir

Op-Ed | ‘Buy Now, Build Now’ is the Real Revolution

Brands must bring consumers into the buying process and build new production capabilities, so demand for new designs can be fulfilled in days, not months, argues Áslaug Magnúsdóttir.

What's your opinion?