The Shoppable Runway

Over the course of the fashion month, numerous brands have experimented with the ‘see now, buy now’ method enabling buyers to purchase designs straight from the runway.

Alexander Wang ‘See now, buy now’ SS17 collection

Alexander Wang ‘See now, buy now’ SS17 collection

Originally, the purpose of catwalks was to the show collections. Yet, nowadays they are seen more as creative outlets and social events. Joshua Schulman president at Bergdorf Goodman and Neiman Marcus Group International said that

“Typically, these sales would be spread over many weeks as the deliveries arrive piecemeal. The immediacy of being able to buy immediately after the show, combined with the impact of seeing the whole collection on the floor at once, gave our customers a sense of urgency to buy now.”

Tommy Hilfiger ‘See now, buy now’ SS17 collection

Tommy Hilfiger ‘See now, buy now’ SS17 collection

Brands who joined the see now, buy now trend include Burberry, Tommy Hilfiger, Tom Ford, Topshop and Alexander Wang. The ‘See now, buy now’ method proved successful for Burberry, with BoF stating that three items from Burberry’s womenswear collection has completely sold out. Further success includes Rebecca Minkoff whose stores and website increased by 168 percent.

Topshop SS17

Topshop SS17

If you go shopping and see an item you love, then why wouldn’t you buy it straight away? This is what these brands have taken advantage off – buyers falling in love with their designs. Christopher Bailey, chief creative director of Burberry, said:

“The changes we are making will allow us to build a closer connection between the experience that we create with our runway shows and the moment when people can physically explore the collections for themselves”.

Burberry SS17 collection

Burberry SS17 collection

Whilst both Burberry and Rebecca Minkoff held events during the shows in stores for their customers to help boost sales. Not all brands ran with the ‘See now, Buy now’ method. This was either because it wouldn’t be possible for them to do so or just because they preferred traditional methods.

Rebecca Minkoff SS17

Rebecca Minkoff SS17

Will this trend continue? And what do you prefer?


Text: Tamera Heron

Images: Wonderland Magazine, Now Fashion.com, British Fashion Council, Dazed

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