Mulberry has announced that it will not show a collection at London Fashion Week and instead adopt the “see now, buy now” business model.
According to an article on Fashionista, Mulberry has announced that it will not show a collection at London Fashion Week this September and instead adopt the “see now, buy now” business model. The brand will now show its Spring/Summer 2018 collection in private appointments with press and buyers in London and Paris.
Mulberry CEO Thierry Andretta released a statement saying,
“Mulberry has always been focused on offering a real and accessible lifestyle. The shift announced today enables us to continue to drive engagement and increase our relevance to our customers. Our strong omni-channel, retail-led business ensures we are well placed to align our collection launches globally and support growing consumer demand for immediacy.”
Mulberry also said it would release the collection during London Fashion Week in February. When released, the collection will be “instantly shoppable”.
The announcement isn’t much of a surprise, though. The brand has done see now, buy now before. Last year, the brand showed its Fall/Winter 2016 collection in February but did not publicize the collection. The collection was then available in stores in April rather than in September.
Mulberry, of course, isn’t the only British brand to adopt the business and show model. Last year in February, Burberry was one of the first brands to announce that it would adopt the see now, buy now business model. Topshop made part of its runway show see now buy now last year in September.
The brand, however, is the first have private appointments instead of showing the collection and release it next season. A business model the CFDA offered in a study it released last year with Boston Consulting Group.
The see now buy now business model has worked well for Burberry. It also seems to be working for Tommy Hilfiger, who announced he’d adopt the business model in December. Some brands, however, won’t be doing see now buy now anymore.
Tom Ford, who announced he’d adopt the see now buy now business model jusynafter Burberry, isn’t doing see now buy now anymore. He says he will instead show his Spring/Summer 2018 collection in September at New York Fashion Week, explaining that “the store shipping schedule doesn’t align with the fashion show schedule.”
Adopting the see now buy now business model might make sales and profits increase at the brand. In December, Mulberry had a 10% increase in revenue to £74.5 million ($94.25 million) in the first and second quarter fiscal 2016. That’s compared to a year earlier.
As for if it will make sales and profits increase at the brand, we’ll just have to wait and see.
So, what do you think? Will sales and profits increase at Mulberry? Let me know in the comments below. Also, don’t forget to subscribe to get new posts sent directly to your inbox and follow me on Facebook, Instagram, and Snapchat.
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