Part of Topshop’s Runway Collection to be “See Now, Buy Now”

Topshop Unique, the retailers runway collection, is the latest brand to adopt the “see now, buy now” business model.

According to an article on WWD, Topshop Unique has announced that it will offer select pieces from its “September 2016 collection” for sale immediately after the runway show during London Fashion Week on September 18th.

The pieces will be available at the show venue, Old Spitalfields market, at select Topshop stores around the world, and online.

The rest of the collection will be available on November 11th at Topshop stores and online.


Kate Phelan, creative director of Topshop, released a statement about the announcement saying,

The starting point for the Unique collection is always the celebration of British style and its rich heritage, so we feel Spitalfields provides the perfect backdrop to showcase our new collection. With a history steeped in over 350 years of selling to the general public, we also feel it’s a fitting venue in which to debut our ‘Runway-to-Retail’ concept.

Phelan contained to say,

Our customers are always looking for immediacy and this feedback, coupled with the proliferation of social media, made runway-to-retail the logical next step for Unique. This move is a direct result of listening to our customers. They want to wear the clothes they see on the runway now and the traditional cycle is becoming less appealing to them.

Topshop joins a group of brands who have already adopted the see now, buy now business model. Brands like Burberry, Tommy Hilfiger, Kate Spade, and Tom Ford, who were some of the first to do it, and brands like Prada and Alexander Wang who have only used the business model for certain collections.

Given that Topshop is an affordable brand who primarily sales directly to its customers, most of its shopper aren’t willing to spend £55 – £1,000 ($70 – $1,300) on the Unique collection, according to an article on Fashionista.

The decreased value in runways shows over the years makes it surprising that the brand didn’t adopt the see now, buy now business model sooner.

So, what do you think? Will the see now, buy now business model make shoppers spend $70 – $1,300 on Topshop’s Unique collection? 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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