Want It Now

Men's Folio (Singapore) - - Last Word -

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.”

Newspapers in English

Newspapers from Singapore

© PressReader. All rights reserved.