See NOW, BUY NOW
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
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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