Designers ranging from Tommy Hilfiger to Tom Ford have opted to use the fashion week media spotlight to showcase fashions that can be purchased by consumers immediately. This strategy diverts from the traditional system where designers show their next collection to buyers and journalists but shoppers need wait six to eight months for the opportunity to buy the items they love.
So, how successful is the see-now, buy-now system? Frankly, it's hard to tell. It's difficult for a company outsider to know how much of a single item was produced or the in-store effect on sales. Despite our unscientific method, we decided to take a closer look at how retail fared when it was shared immediately off the runway.
Alice & Olivia
Stacy Bendet has a mastery of eye-popping and kitchy designs that jump off the runway. Her collections are the perfect fodder for those who impulsively need-it-now. This was the designers second show that was made available right off the runway. Neiman Marcus was the exclusive retailer and the entire collection appears to still be available through pre-order. Presentation highlights include this moto jacket that's embroidered with "Always Right" and a "Loving You" embroidered boyfriend shirt.
Tommy X Gigi
Gigi Hadid took over the Tommy Hilfiger runway to a great amount of media fanfare. The collection highlighted chunky sweaters and bell bottom jeans. Heading over to the Hilfiger website it appears as if many of the trendiest fashions, like this wool bomber jacket and this Hadid/Hilfiger hoodie-- have sold out. There is still a lot to choose from but shoppers are warned that many items are running low in stock.
Part of Rebecca Minkoff's see now, buy now strategy was to employ a bevy of blogger celebrities to walk her need-it-now collection down the runway. Big name blogger/models included Chriselle Lim, Arielle Nachmani, Gala Gonzales, Caroline Vreeland and Shea Marie. It appears as if most of the collection is available in full size runs except for this shearling moto and this leather jacket are both sold out in medium and large.
The chain store, Banana Republic may not have a creative director but it does Olivia Palermo as a brand ambassador. The socialite curated a collection that became available online immediately following the presentation. A classic white shirt dress is sold out in several sizes as are these tie slacks but most of the biggest winners have been completely removed from the site after selling out.