Tom Ford, one of many who decided to try out the new see-now, buy-now model has announced his decision to stop using this platform which he adopted with his eponymous label last February, confirming that he will return to New York Fashion Week this September to show his SS18 collection on the official schedule.
His reason? “The store shipping schedule doesn’t align with the fashion show schedule”, reports WWD. He added that on the brand’s first outing as a see-now, buy-now model, he “lost a month of selling” because he held back on putting the autumn/winter 2016 collection on the shop floor until after it had been seen on the catwalk.
Tom Ford AW16 collection
But he isn’t the only one giving up on the see-now, buy-now system- Thakoon announced that it was abandoning the model the same week. A spokesperson for the gave a similar statement, stating that the label had “recognised that the business model is ahead of the current retail environment.”
So just how sustainable is the see-now, buy-now model in an industry that is fast-paced and demanding? Well, from the looks of it, we would say ‘not so’.