Growing concern over becoming irrelevant to the new age consumer, many fashion brands started to rethink their strategy with regards to their shows. There were multiple reasons behind these changes.
Some brands felt that due to the change in consumer attitude, with the increasing pressure of instant gratification, they need to alter their business model. The decided to devise ways in which the wait time for customers would reduce. Traditionally, collections are shown during fashion weeks by brands months before the season. This lag time between showcasing the collection and actual availability of products started being questioned. Brands felt that consumers are bored easily once they see a product they like, grow impatient and change preference by the time the product range is available in stores. As a solution to this problem, many brands started launching See Now Buy Now Collections.
Similarly, another major shift in consumer behavior led to designers creating a single show for both Men and Women. Combining the two gave designers the opportunity to show a strong cohesive collection, as well as reduced the time and expense incurred due to having two separate shows.
Some brands decided to switch where they chose to show their collection, shifting from one fashion week to another city’s fashion week calendar. Some made amendments in the scheduled dates of having their shows, and some made changes to the number of collections they presented.
The fashion calendar has seen constant alterations, with every new season bringing several such announcements by fashion houses. This report studies these changes by fashion brands and explores the rationale behind these modifications
Traditional Annual Fashion Calendar
See Now Buy Now Fashion shows
Combined Menswear and Womenswear Shows
Brands Abanding Fashion Calendar
Brands Opting for Traditional Calendar
Brands mentioned in the case studies
Related Marketing Research