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See Now, Buy Now’s Double-Sided Effect on the Fashion Industry

It’s been about a year since see now, buy now surfaced on the fashion industry’s radar. The new model of offering apparel to consumers directly from the runway may have a glamorous market appeal, but it could also complicate the apparel production process.

Collection pieces and lavish shows don’t paint the whole picture though. The see now, buy now model can dramatically impact supply chains and the traditional fashion cycle. What was once a lengthy apparel production process is axed for a shorter lead time, with the added risk of getting stuck with overstock or, more detrimental, failing to capitalize on desire. On the other hand, if brands or designers work efficiently, they could experience a heightened market presence and boost their sales.

So, it’s potentially a double-edge sword, not guaranteeing success or failure.

In the past few seasons, top designers, including Burberry, Ralph Lauren, Rebecca Minkoff and Tommy Hilfiger, have been pioneers with interactive runway shows, fashion week events and celebrity-infused capsule collections. But how they execute is as varied as the trends on the catwalk.

“Over 40 brands have since experimented with this idea in varying formats, from showing entire runway collections that are immediately for sale to a hybrid approach that incorporates a selection of instantly-available pieces,” Steven Kolb CEO and president of the Council of Fashion Designers of America (CFDA), said. “The fashion industry is in a time of experimentation.”

Read more at Sourcing Journal.