See Now Buy Now

See Now Buy Now has emerged to fill the gap between promoted goods by the companies and “wanted” goods by the potential customers

Traditional French and Italian houses argue that this instant purchase policy will pose as death of creativity and kill the concept of desirable luxury

This Buy As You See strategy will certainly prove as a way to prevent fast fashion copies from hitting shelves before the original articles do

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A new sensation has emerged in the industry of fashion and luxury and the opinions are split between excitement and scepticism. See Now Buy Now is the "Pretail" model where what's on the runway is immediately made available in stores - closing the gap between the catwalk and retail. Burberry's CEO Christopher Bailey argues in favour of the concept by saying that “The changes we are making will allow us to build a closer connection between the experience that we create with our runway shows and the moment when people can physically explore the collections for themselves.” While brands like Burberry, Tommy Hilfiger and Tom Ford have already vowed to this new approach from the next collection onwards, more traditional luxury labels, mainly Italian and French houses like Loewe, Lanvin and Dolce&Gabbana and such are rather reluctant.

Is the notion of see now/wear now, or sell now, is a negation of dreaming, of desire? Or is it a step ahead in the future of consumer culture? What do fashion customers think about the concept? Which brands are looking to integrate the trend, which are shying away from it? What are the implications and how this affects the brand processes? And what the future holds.

Find out the answers to all these and much more in this latest marketing research.

Content

Introduction
1. How Digital Has Changed Fashion
2. Transformation Of Fashion Show
3. Becoming Digital Era
4. Traditional Supply Chain
5. See Now Buy Now Supply Chain
6. So What Is The Point Of See Now Buy Now?
7. Types Of “Buy Now”
8. How Are Brands Adjusting To Digitally Evolved Customers
Which brands Are Applying See Now Buy Now
1. Brands Who Are Applying See Now Buy Now
  1. Rebecca Minkoff
  2. Burberry
  3. Alice + Olivia
  4. Matthew Williamson
  5. Misha Nonoo
  6. Tom Ford
  7. Tommy Hilfiger
  8. Madewell
2. Brands Who Changed The Schedule Of The Fashion Shows
  1. Vetements
  2. Public School
  3. Hunter
  4. Alexander Wang
3. Brands Creating Special Looks/Products For See Now Buy Now
  1. Prada
  2. Diane Von Furstenberg
  3. Louis Vuitton
  4. Halston
  5. Moschino
  6. Michael Kors
  7. Banana Republic
  8. Proenza Schouler
  9. Brands Who Work With Pre-orders
  10. Loewe
  11. Jimmy Choo
  12. Alexander McQueen
Designers and Media Opinions On See Now Buy Now Concept
1. Quotes from Designers
2. See Now Buy Now In Media Landscape
3. Customers’ Stance on See Now Buy Now
Social Media’s Steady Evolution Into E-commerce
Conclusion