I’m not against see-now-buy-now, but there has to be some scarcity somewhere. When you just put things out there and it feels like everything is available all of the time, right away, there’s no sense of something special.
– Pierre-Yves Roussel, chairman and CEO of LVMH Fashion Group.
During the last fashion show season in September, many brands offered some of their items for sale right away. There is much talk in the industry about this trend, called see-now-buy-now. Some designers think it’s great for increased sales and exposure. While others are unsure, expressing concern about changing timelines and schedules.
See-now-buy-now is a pretty big shift (if it lasts) affecting manufacturing, editorial, delivery, space in stores and so on.
Retail sales in clothing had been on the decline – perhaps it’s this fast-fashion/have it now/nothing special that has turned people off buying clothes. Instead consumers are finding their sense of special from experiences such as travel, food, and entertainment.