Want It Now
Fashion is currently a hot mess thanks to “See Now, Buy Now.” Brands like Burberry and Tom Ford have forsaken the traditional fashion calendar and are showing collections that’ll be immediately available for purchase, which means you’ll no longer have to wait six months for that incredible sweater you saw on the runway.
“Customers buy now to wear now. They understand shopping in the moment and those are the clothes they’re looking for,” notes Ken Downing, fashion director of Neiman Marcus (department stores are experts on impulse buying). But according to Burberry’s timetable, it’s not so much of a see- now-wear- now situation, as you still have to wait (12 to 18 weeks) for delivery.
More importantly, why are fashion houses cutting themselves off at the knees to “better serve” customers? Are they being held against the golden gun of financial interest? Or are they high on chasing the social media dragon, feeding the whole Instagram- Facebook-snapchat nexus’ need for instant gratification? It’s a troubling precedent because designers are being treated like retailers, and new ideas don’t exactly thrive on retail. Thank goodness the French and their well- honed sense of superiority have unilaterally dismissed the entire farce with an emphatic, “Nah.”