Lock in a year of Digiday+ for 35% less. Ends May 29.
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
Google’s latest commerce moves deepen the battle over agentic shopping
Google’s aim to own the entire shopper journey is heating up the agentic commerce battle against Amazon’s Alexa and rivals like TikTok Shop.
TikTok Shop says sales from U.S. small businesses climbed 66% in 2025
U.S. small businesses on TikTok Shop increased sales by 66% in 2025 compared to the year before.
Walmart warns it may have to raise prices due to fuel costs
The possibility comes as higher fuel prices are already putting pressure on household budgets.