Over the past few weeks, brands have been experimenting with the see-now buy-now strategy. For fashion shows in both New York and London, some designers have had their featured clothes ready to purchase immediately after the show. This allows designers to translate the excitement brought on by their shows in to sales.
In the past, clothes were shown before they were produced. There was a six-month gap between when consumers saw pieces on the runway and when they could purchase them. In this time between, editors could review collections and tell consumers what to purchase. In the see-now buy-now process, consumers no longer have to wait to purchase an item. The clothes displayed on the runway are in season and ready for immediate purchase. This process takes out the magazine and PR mediation. It allows the consumer to forge a direct relationship with the brand.
Out of over 152 designers who showed their collection during New York Fashion weeks, 10% used the see-now buy-now strategy. Tom Ford, Tommy Hilfiger, Michael Kors, and Ralph Lauren, just to name a few. Burberry and Topshop also did their London runway shows in a see-now buy-now manner. Tommy Hilfiger tested this processes at the Tommy x GiGi show in New York. Guests of the show were able to purchase the items at pop-up shops after the show, while those not in attendance could purchase items online. The show was described as an instagramable spectacle of a fashion show.
The social media aspect of see-now buy-now strategy is huge. Designers are streaming their runway shows on several different platforms to get consumers interested. Burberry’s show was available on Facebook messenger, Snapchat, Wechat and Kakao. The products and the shows were teased on social media from the brands before their runways shows.
If the see-now buy-now strategy sticks around, marketers, advertisers, magazine editors, and communication professions will have to transforms their jobs to keep up. Fashions shows will have to engage consumers like never before. The shows have to create advertising in real time. AdAge says magazines “will need to reflect the runway offerings at the speed of Instagram stories.” Brands can tease their upcoming see-now buy-now line by teasing with sketches and behind the scene footage on social media. Digital communication will become more important to the fashion industry than ever before.
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