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?