The “see now, buy now” strategy, which allowed customers to purchase fashion items immediately after they hit the runway, made a significant impact on the fashion industry during New York Fashion Week in 2017. Fashion giants such as Burberry, Tom Ford, and Ralph Lauren wholeheartedly embraced this new sales approach and have unanimously agreed on its positive outcomes.
Traditionally, fashion houses would showcase their collections four months before they became available in stores. However, Tom Ford argued that this practice was outdated and no longer made sense. As a result, these fashion powerhouses decided to break away from tradition and offer customers the opportunity to buy their creations right after they were presented on the runway.
The success of the “see now, buy now” strategy became evident during New York Fashion Week. Although specific profit figures from this approach have not been disclosed by Burberry, Tom Ford, and Ralph Lauren, one brand that did reveal statistics was Tommy Hilfiger. Tommy Hilfiger not only adopted the “see now, buy now” strategy but also set up a pop-up store during their fashion shows. As a result, they experienced double-digit growth and witnessed a staggering 900% increase in website traffic within just 48 hours after their September 2016 show. Ralph Lauren also described their implementation of this strategy as a “huge success.”
Despite these initial positive results, many fashion houses remain hesitant about fully embracing the “see now, buy now” strategy. The fashion industry is watching keenly to see how these fashion giants will shape their future sales strategies in the coming years, and whether this new approach will become the norm.
Useful links:
1. Burberry’s “see now, buy now” strategy
2. Tom Ford’s bold move to “see now, buy now”
