Digiday Publishing Summit:

Connect with execs from The New York Times, TIME, Dotdash Meredith and many more

SECURE YOUR SEAT

Why ‘see-now-buy-now’ is a behind-the-scenes headache

Fashion brands from Burberry to Rebecca Minkoff have dreamt up a new consumer-driven vision for the fashion show: The clothes they send down the runways will go on sale as consumers are seeing them for the first time, rather than at a six-month delay.

This see-now-buy-now model has been top of mind in the fashion industry since February, when Burberry made the call to switch it up. In the months since, much of the fashion world has slowly woken up to the idea that they should sell their clothes when consumers are interested in buying them. Revolutionary.

To read the rest of this story, please visit Glossy.

https://digiday.com/?p=197426

More in Marketing

Generative AI sparks brand safety concerns marketers know all too well

Despite concerns around brand misuse and IP, most marketers are sticking to traditional strategies.

‘Production is a big topic right now’: With AI moving beyond media, Publicis turns toward creative

The holdco is positioning AI as core infrastructure for ad production not just media buys.