Photo: Alessandro Garofalo / Indigitalimages.com
This past week Tom Ford made headlines with the announcement that future shows will be presented in-season, evolving an age-old practice of presenting collections 6-months ahead of delivery. Intended to give press time to build up buzz, and buyers to see what's buzzing, the tradition is quickly loosing significance to the in-season approach Burberry, Rebecca Minkoff, and other major players are opting for.
The new trend in Fashion Week is called "See-Now, Buy-Immediately."A major publicity stunt in and of itself, Fashion Week garners immediate attention, interest, and desire for a label. Designers want to capitalize on this immediate return by enabling consumers the action to buy their collections right away versus making them wait 6-months which kills the momentum.
And buy they will. In an industry driven by impulse and publicity, we believe Fashion Week 2.0 is setting a new trend on the business of fashion.
Dress/Qode ™ is an International Public Relations and Digital Communications Agency. Driven by PR 3.0 we're driven to engage, convert and retain consumers in the new era. Visit Dress-Qode.com or email us firstname.lastname@example.org.