See now buy now
There is a big change in the fashion industry a new concept turns the fashion world upside down. Do you know what they do?
I'll tell you briefly what it's all about. There are fashion designers who put on a different marketing. They still show their collections on the catwalk, but now no one has to wait six months to buy the pieces you can buy the collections directly online after the fashion show.
There are also different online portals that now offer this new fashion concept. The designers know what they are doing, it gives them the opportunity to make a new rhythm in fashion design, and the balance in fashion design has been restored. One big fashion house not only reduced the number of fashion shows from four to two but, after the last model had left the catwalk, also offered over 80 looks immediately on their own website.
This stitch has two good sides; the fashion house no longer has that pressure to offer four collections or shows a year and the customer has, as already mentioned the possibility to buy immediately.
It has extreme advantages for both, the customer and the designer. You ask yourself what possibilities for both?
It offers the customer to “see and buy” immediately. I also found it always annoying, to see the clothes and six months later to order. What a waste of time.
For the designer it's a new marketing tool for business. The customers, still in ecstasy from the fashion show, they buy more that means the profit is much bigger. Also an advantage for the designer, it cannot be copied as much. This is hugely damaging, why buy the expensive items in six months when I can buy the pieces at the quarter of the price in two months at a cheap online retailer? It breaks my heart every time I see copies of designer pieces in cheap stores, partial, copied in detail.
The designers work on the collections for an amount of time, work with the utmost creativity, and then pieces are offered for a price that they cannot keep up with. So I treat it to the designers, this new possibility.
We live in a generation of people who want more, see - buy - own. The fashion industry has to go with it; the obsolete system no longer works. The fashion world is changing and that is exciting. Information and inspiration unfold in a faster dynamic. And suddenly, more people are talking like Influencer or the customers and no longer just the designers determine where to go, that's exactly what makes fashion even more exciting.
The new system has been running for a few months now, did see-now buy-now upend all expectations? Delivering on the desire for instant gratification and blending the worlds of fashion and pop culture together, that’s for sure. Obviously it has been a huge learning curve for all of them.
At first everyone thought it’s all about selling, selling concept vs marketing concept. Everyone thought it would harm the labels, as the reputation seemed to be in danger. But it works obviously.
Everyone is afraid of experimental strategies, but the brave ones dare and now profit. One Designer has recently shown a mega fashion show in Los Angeles, he has designed a collection in collaboration with Gigi Hadid.
Military and naval looks were shown and were spread with the Hashtag #BUYNOW on the Internet in seconds. The complete collection was offered online after the show and was sold out within a few hours.
Big fashion houses are streaming their fashion shows on the Internet, reaching a much larger audience, and then you should wait six months to buy them? Fashion customers do not accept this anymore, said in an interview one Designer describes it , international manners have changed, customers no longer hope or ask, they insist.
Designer pieces are not cheap, if customers want to spend a lot of money, you have to compromise.
How successful these radical changes will be in the end remains to be seen.