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Runway to Retail, Fashion Week 2.0

Tom Ford made headlines when he announced that future shows will be presented in-season, The age-old tradition of presenting collections 6-months ahead of delivery is taking a turn towards towards practicality, and many designers falling in line with this new trend of showcasing.

This new Fashion Week approach is "See-Now, Buy-Immediately." A major publicity stunt in and of itself, Fashion Week the world-over garners immediate attention for, interest in, and desire for an array of fashions meant to define a season. 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. This practical move makes perfect sense for both sides of the equation. Consumers can get their hands on a piece right-off the runways, and designers can leverage the aftermath of publicity and buzz to enable sales. It's a rare case of "win-win."

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 a top global digital growth & communications agency based in New York, Mexico, Toronto, and Paris. We turn conversation into conversion across all touch-points through what we call PR 3.0. To learn more visit or contact us at

Photo: Alessandro Garofalo /

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