Secure your place at the Digiday Media Buying Summit in Nashville, March 2-4
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
Thrive Market’s Amina Pasha believes brands that focus on trust will win in an AI-first world
Amina Pasha, CMO at Thrive Market, believes building trust can help brands differentiate themselves.
Despite flight to fame, celeb talent isn’t as sure a bet as CMOs think
Brands are leaning more heavily on celebrity talent in advertising. Marketers see guaranteed wins in working with big names, but there are hidden risks.
With AI backlash building, marketers reconsider their approach
With AI hype giving way to skepticism, advertisers are reassessing how the technology fits into their workflows and brand positioning.