The iconic Parisian fashion house, Mugler, has recently undergone a significant transformation in its marketing strategy following its acquisition by L’Oréal. This change involves a shift from releasing four collections per year to just two, as well as the introduction of the revolutionary ‘see now, buy now’ concept. With this new approach, Mugler aims to bring a fresh perspective to the fashion industry by allowing customers to purchase and enjoy their designs in real-time.
The implementation of the ‘see now, buy now, wear now’ model represents a departure from the traditional fashion calendar, where consumers often have to wait months before being able to purchase items showcased on the runway. By launching collections aligned with the current season, Mugler is revolutionizing the way fashion is consumed and experienced.
Under the creative direction of Casey Cadwallader, Mugler unveiled the first part of its spring/summer 2021 collection earlier this year to its multi-brand partners. This cruise collection will make its official debut at Paris Fashion Week in September, setting the stage for a new era of immediacy and accessibility in the fashion world. With carefully curated themes for the summer season, Mugler is set to captivate audiences with its innovative designs.
In a strategic move, Mugler plans to release the full spring/summer 2021 collection to retailers in December 2020, under embargo. Deliveries are scheduled to begin in March 2021, immediately after the collection is showcased at the February edition of Paris Fashion Week. By implementing this forward-thinking marketing and distribution strategy, Mugler aims to challenge the phenomenon of planned obsolescence prevalent in the fashion industry.
This transformation by Mugler not only signals a shift towards sustainability and consumer-centricity but also sets a new standard for the fashion industry as a whole. By making their collections instantly available to customers, Mugler is paving the way for a more inclusive and environmentally conscious approach to fashion.
To learn more about Mugler’s innovative marketing strategy, visit their official website here. For insights on the latest trends in sustainable fashion, click here.
