Join us Sept. 14-16 in Miami to connect with top publishing leaders
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
Ad Tech Briefing: Regulatory storm clouds gather and scatter over Big Tech, and indies count the cost
The FTC’s Amazon charges presage Google’s second antitrust let-off in a year, while The Trade Desk sheds hundreds.
Anthropologie is launching Nike as sneaker shoppers increase nearly 30%
The retailer is planning a full digital campaign to accompany the launch. The first of nine styles launched on Monday, with the rest rolling out by September 21.
Future of Marketing: Brands want creators who can win over humans and machines at once
Why creator briefs are starting to look like a map of AI search queries.