Fashion’s great see-now-buy-now experiment is beginning to fray. This week, two designers who had been bullish about the promise of a new in-season fashion calendar have pulled back. On Monday, Thakoon, a small label based in New York and led by designer Thakoon Panichgul, announced that its business was on “pause,” seven months after moving to a direct-to-consumer, in-season model.
Then on Thursday, during a press preview of his Fall 2017 collection, Tom Ford said that he was ditching the see-now-buy-now model, which he had adopted for the Fall 2016 season. This September, he’ll be back on the fashion week calendar in New York. See-now-buy-now has lost this round.
More in Marketing
The rise of pharma ad tech
Insiders say it comes at the cost of legacy platforms such as DSPs and SSPs.
Nike says it expects $986 million in IEEPA tariff refunds
The company said its North America business expects to recover $965 million in tariff refunds from the U.S. government.
Digiday+ Research: The marketers’ 2026 guide to creator marketing, including Duolingo, Ulta and YouTube
While Instagram, TikTok and YouTube remain dominant social platforms for influencer partnerships, creators are increasingly being used across other media channels, including retail media, CTV and display ads.