Burberry announced on Friday that it is going to adopt a “see now, buy now” business model for its upcoming shows because they want to make its collections immediately available after it shows them. The brand also announced that it will show both men’s and women’s collections together and have only two shows a year instead of four.
According to an article on Fashionista, Burberry wants its clothing to be available both online and in stores immediately after shows. Christopher Bailey, creative director and CEO of Burberry, released a statement addressing the new model saying, “Our shows have been evolving to close this gap for some time. From livestreams to ordering straight from the runway to live social media campaigns, this is the latest step in a creative process that will continue to evolve.”
What’s more, Tom Ford announced that he will show his Fall/Winter 16/17 collection in September, according to this article on Fashionista. Brands have been showing collections 6 months early for years but Ford has decided he doesn’t want to. Ford also released a statement saying,
“We have been living with a fashion calendar and system that is from another era. Our customers today want a collection that is immediately available. Fashion shows and the traditional fashion calendar, as we know them, no longer work in the way that they once did. We spend an enormous amount of money and energy to stage an event that creates excitement too far in advance of when the collection is available to the consumer. Showing the collection as it arrives in stores will remedy this, and allow the excitement that is created by a show or event to drive sales and satisfy our customers’ increasing desire to have their clothes as they are ready to wear them.”
Though Burberry hasn’t made it clear whether its next collections will be for the season in which they are showing like Tom Ford’s but a “see now, buy now” business model wouldn’t work well if they didn’t. I don’t think meany people would want to buy something new and just let it sit there until it’s time to wear it.
These two announcements show that the fashion industry is already moving forward where the CFDA said they thought it might last year. In December, an article from WWD reported an announcement from the CFDA saying that they would study New York Fashion Week’s current format in an effort to “turn the twice-yearly fashion shows into a consumer-facing rather than industry event by presenting in-season collections that are already in the stores.”
It seems as if Burberry and Tom Ford are behind the movement as well as that is exactly what they are doing with their shows and I don’t think it will take long before other brands begin to do this. Personally, I think Givenchy will do this soon since the brand made its show public last year in an effort to make its fashion more available.
So, what do you think? Should brands adopt a “see now, buy now” business model or should fashion week still show collections 6 months before they are released? 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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