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
How Bloom Nutrition is expanding internationally
Bloom Nutrition is launching in multiple foreign markets that include Australia, France and the U.K.
Fears of Big Tech bias underpin debates around W3C’s Attribution API
Critics may label the initiative as ‘Privacy sandbox 2.0,’ but advocates counter with privacy arguments.
Why agencies are taking a hybrid approach to synthetic audience research
Synthetic audiences are moving beyond AI experiments as agencies weave them into market research and client services.