Why See-Now Buy-Now High End Collections Are Important

Fashion week is the clog in the moving gears of the world of style. It makes everyone pause to see what exactly will change what people are wearing and how they’re wearing it. During the last fall/winter fashion season, backwards button-ups were huge. It sounds weird, but that the kind of innovation that people look for during the week-long exposition of designers. This past fashion week, which was comprised of the spring/summer 2016 collections, proved that there was no loss of innovation, only an influx of common sense.

How can common sense be innovative, you ask? Because in fashion, designers are constantly thinking so above and beyond the norm that they miss what’s right in front of them. This season, it was both Burberry and Tom Ford who realized that was under their noses the whole time: see-now buy-now fashion.

See-now buy-now fashion is essentially immediately accessible ready-to-wear. I know, there are a lot of hyphens in fashion. Basically the difference is that ready-to-wear isn’t actually ready to wear. It’s a collection of clothing that any normal person could realistically buy off the racks as soon as its available, although that’s usually about 4 months after it first debuts. The see-now buy-now collections, though, would go into stores immediately (or, as immediate as fashion can be) after premiering on the runway. It’s any fashion lover’s dream, because now they can wear that dress they love as soon as they see it, rather than having to wait months for it to debut in stores.

Both Burberry and Tom Ford are attributing this idea of immediate fashion to the technological advances that are quickly plaguing fashion week. In modern times, people who attend the style show-off week take their phones so they can immediately post pictures, stream shows, and share style before the collections are even done being shown. It’s been an ongoing conundrum for the designers who are trying to keep their newest designs as secret as possible until reviewers and bloggers talk about it and hype it up after the show has completely finished. This increased view of collections combined with the long amount of time before the collection actually hit stores means more time for copycats to hit the market. And when copycats get their hands on a design, they sell it for way cheaper and way before the initial product hits stores. That equals less money and less hype for the original designer — a lose all-around.

So, Burberry and Tom Ford are proposing this buy-immediately system in order to keep all the money and all the hype. Will it work? Personally, I think it doesn’t matter how quickly a high-end product comes out, fashionistas without money will always wait for copies of the clothes to come out. It may be a season late, but people barely consider seasons when buying clothing anymore. It will be interesting to see exactly how this idea ends up shaping the industry, but, for now, it’ll at least ease the technology-paranoid minds of the designers who suggested it in the first place.


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