Sea­sons, schmea­sons – thanks to re­tail­ers’ see-now, buy-now strat­egy, wait­ing is so 2015. Grat­i­fy­ing or just greedy? Fash­ion News Edi­tor Max­ine Eggen­berger charts fash­ion’s lat­est phen­emo­menon

Look (UK) - - CONTENTS -

Psy­cho­anal­ysed store lay­outs, strate­gi­cally placed prod­ucts and an ever-im­por­tant pres­ence on so­cial me­dia – re­tail­ers are for­ever coax­ing us to buy, buy, buy, with many of us not giv­ing the meth­ods a sec­ond thought. A shopa­holic to the core, I’ve come to terms with the fact that my fickle mind can’t re­sist the se­duc­tion of glossy in-store cam­paigns and the trail of bread­crumb must-have buys lur­ing to the till.

How­ever, in a time of in­creas­ingly tur­bu­lent sales, brands have hit the draw­ing board to find new in­cen­tives that fuel our need to shop. Cue the see-now, buy-now scheme. Kick­started by Burberry at LFW, the Brit la­bel al­lowed its cus­tomers to shop looks min­utes af­ter they hit the cat­walk – six months ahead of usual col­lec­tion re­lease. It was an in­dus­try gamechanger and Burb’s clien­tele re­sponded in a big way. Un­able to con­tain their ex­cite­ment at snap­ping up pieces right away, the drop was a com­plete sell­out – and its suc­cess didn’t go un­no­ticed.

Top­shop Unique’s since fol­lowed suit with its Run­way-to-re­tail ini­tia­tive, set to roll out at LFW on 18 Septem­ber. Marks & Spencer also adopted the prin­ci­ple af­ter its AW16 press and blog­ger pre­view, mak­ing the col­lec­tion avail­able to buy straight af­ter the re­veal. And our se­cret squir­rel sources tell us other brands are poised to follow suit.

In a world where in­for­ma­tion is so read­ily avail­able, it seems like the next log­i­cal re­tail step. But I worry we’re los­ing the ro­mance of shop­ping in the process. I get the in­stant grat­i­fi­ca­tion of buy­ing some­thing you think sets you apart from the pack, but I feed off the sus­pense of build­ing a wish­list like meals. Where’s the fun in that when you’ve al­ready bought the lot months in ad­vance? Are we los­ing the fun of the build- up – or will my in­ner shopa­holic get a kick from both? Yeah, prob­a­bly both.

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Are you TEAM see-now, buy-now? Follow The hash­tag #looklive AT lfw To shop The best of The Frow, street­style And The cat­walk, live!

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