See now, buy now
The fashion industry’s flirtation with the “see now, buy now” model—which allows consumers to purchase items as soon as a collection hits the runway, instead of six months later—was one of the clearest trends at the
New York and London fashion weeks in September 2016. Alexandre Herchcovitch at São Paulo Fashion Week, 2016. Photography by Zé Takahashi | Agência Fotosite While developed markets wait to see whether the model translates into sales, many developing markets are embracing it without reservations.
At the 42nd São Paulo Fashion Week, which took place in October 2016, founder Paulo Borges encouraged designers to do away with seasonal restrictions and show clothes that were ready for market. Considering Brazil’s mostly tropical climate, the seasonal system never made complete sense for the local customer, and it makes even less sense now.
Animale, a major womenswear brand in the country, made its collection available in stores immediate after showing on the runway, with minor modifications.
In China, Alibaba streamed an eight-hour luxury fashion show live on Tmall, Youku and Mobile Taobao. Viewers could click on items in the show and purchase them immediately. Organizers described the event as “shortening the fashion consumption chain.” Why it’s interesting:
With many major fashion and luxury brands dependent on demand from developing markets to drive sales, the success of “see now, buy now” in
China and Brazil may suggest larger trends in store for the industry.