A new sensation has emerged in the industry of fashion and luxury and the opinions are split between excitement and scepticism. See Now Buy Now is the "Pretail" model where what's on the runway is immediately made available in stores - closing the gap between the catwalk and retail. Burberry's CEO Christopher Bailey argues in favour of the concept by saying that “The changes we are making will allow us to build a closer connection between the experience that we create with our runway shows and the moment when people can physically explore the collections for themselves.” While brands like Burberry, Tommy Hilfiger and Tom Ford have already vowed to this new approach from the next collection onwards, more traditional luxury labels, mainly Italian and French houses are rather reluctant.
https://fashionbi.com/insights/marketing-research/see-now-buy-now
Globalisation has mostly brought the world closer but it has also given rise to many illegal cells operating more smoothly than ever before. One such cell is that of fashion counterfeiting or fake fashion goods. In the last year only, there was a staggering 15% increase in the sales of counterfeit goods online. The shoes and apparel counterfeit alone is an estimated $24'000 million industry today.
https://fashionbi.com/insights/marketing-research/the-business-of-counterfeit-fashion
KOLs or Influencers may not be an alien concept for the fashion industry, but social media has remodeled the system. Since the internet gives the opportunity to everyone to voice themselves, there are many types of KOLs in the industry, from all walks of life. Social media channels are flooded with accounts of fashion bloggers, style experts, and budding fashionistas, gaining rapid popularity and a surge in a number of followers. The power of these influencers is so impactful, that the industry has taken notice of it.
Fashionbi report analyses how the KOL economy has come into being, how it functions and what are the latest trends in this sphere of marketing in China and the Western countries.
How Brands Can Use Mobile to Influence Consumers’ Shopping Habits
Mobile is becoming the most powerful tool for any brand/retailer to fuel consumers' shopping obsessions. It's not a matter of developing just an app or an m-commerce platform, but there lies much more than that. A customer is 24/7 connected online via mobile, the challenge is to understand what kind of platform to develop to keep true to the brand image as well as cater to these active audience.
This marketing research sheds light on such opportunities, best practices by the brands and retailers, plus, the successful strategies that can be applied to make an app more playful, interesting and convenient to the users:
> Mobile Shopping and its accelerating growth trend
> Brand Apps case-studies (characteristics, target, usage, consumer sentiments)
> Challenges for Premium brands in communicating brand image through the apps
> How Luxury watches and jewellery brands use advanced apps to cater to their customers
> Activewear brands with sport, health and product apps
Beauty apps with more than just the products (video tutorials, new collections information etc.)
> Augmented Reality as a must to be incorporated in brand's/retailer's apps
The goal of the survey was to establish an industry benchmark for digital marketers
at luxury companies. Results to this study, revealed in this report, determine
spending trends and marketing successes, as well as areas in need of further
development and investigation in the luxury market.
Sector Report: Social Media and the Fashion IndustryBrandwatch
Are you or your clients involved in the fashion industry? Don't miss this report. More info: http://bit.ly/SuBkc5
With this report, you'll discover:
- The best times to promote your fashion products/brands
- How coverage differs on news, blogs and Twitter
- What encourages fashion conversation
Luxury Ecommerce [infusion 3rd october 2014]AlquimiaWRG
Can luxury be accessible?
Here it is a great deck explaining why luxury e-commerce is a big trend, and a big oxymoron too!
The players, their history, a lot of data and a deep strategic view.. nothing will prevent you from buying that amazing pair of shoes!
Globalisation has mostly brought the world closer but it has also given rise to many illegal cells operating more smoothly than ever before. One such cell is that of fashion counterfeiting or fake fashion goods. In the last year only, there was a staggering 15% increase in the sales of counterfeit goods online. The shoes and apparel counterfeit alone is an estimated $24'000 million industry today.
https://fashionbi.com/insights/marketing-research/the-business-of-counterfeit-fashion
KOLs or Influencers may not be an alien concept for the fashion industry, but social media has remodeled the system. Since the internet gives the opportunity to everyone to voice themselves, there are many types of KOLs in the industry, from all walks of life. Social media channels are flooded with accounts of fashion bloggers, style experts, and budding fashionistas, gaining rapid popularity and a surge in a number of followers. The power of these influencers is so impactful, that the industry has taken notice of it.
Fashionbi report analyses how the KOL economy has come into being, how it functions and what are the latest trends in this sphere of marketing in China and the Western countries.
How Brands Can Use Mobile to Influence Consumers’ Shopping Habits
Mobile is becoming the most powerful tool for any brand/retailer to fuel consumers' shopping obsessions. It's not a matter of developing just an app or an m-commerce platform, but there lies much more than that. A customer is 24/7 connected online via mobile, the challenge is to understand what kind of platform to develop to keep true to the brand image as well as cater to these active audience.
This marketing research sheds light on such opportunities, best practices by the brands and retailers, plus, the successful strategies that can be applied to make an app more playful, interesting and convenient to the users:
> Mobile Shopping and its accelerating growth trend
> Brand Apps case-studies (characteristics, target, usage, consumer sentiments)
> Challenges for Premium brands in communicating brand image through the apps
> How Luxury watches and jewellery brands use advanced apps to cater to their customers
> Activewear brands with sport, health and product apps
Beauty apps with more than just the products (video tutorials, new collections information etc.)
> Augmented Reality as a must to be incorporated in brand's/retailer's apps
The goal of the survey was to establish an industry benchmark for digital marketers
at luxury companies. Results to this study, revealed in this report, determine
spending trends and marketing successes, as well as areas in need of further
development and investigation in the luxury market.
Sector Report: Social Media and the Fashion IndustryBrandwatch
Are you or your clients involved in the fashion industry? Don't miss this report. More info: http://bit.ly/SuBkc5
With this report, you'll discover:
- The best times to promote your fashion products/brands
- How coverage differs on news, blogs and Twitter
- What encourages fashion conversation
Luxury Ecommerce [infusion 3rd october 2014]AlquimiaWRG
Can luxury be accessible?
Here it is a great deck explaining why luxury e-commerce is a big trend, and a big oxymoron too!
The players, their history, a lot of data and a deep strategic view.. nothing will prevent you from buying that amazing pair of shoes!
Fashion Brands Go Social, Sportswear International PresentationFashion's Collective
A presentation given by Fashion's Collective at the eFashion Summit in Frankfurt, Germany providing an overview of the opportunities in social media for fashion brands, along with examples.
With the NET-A-PORTER and Yoox merger, all luxury brands need to quickly embrace new e-commerce strategies and to develop unique social media experience.
This takeaway report aims to explore what is at stake for the luxury industry, to highlight few best practice both from a content strategy perspective and from a retail marketing one.
From anti-social behaviours to re-generate exclusivity, to new approaches regarding customers journeys, the opportunity is big for luxury brands.
Featured brands: Hermès, Chanel, Louis Vuitton etc.
More information on http://thisisreup.com
The first truly digital luxury brand: why Burberry gets it?
With the launch of The Art of the trench, Burberry certainly became the first truly digital luxury brand. The first luxury brand to really understand and adopt digital behaviours to conceive and support its brand online communications. There are many reasons why it became a clear success and digital is certainly one piece of a bigger picture.
2020 Social Approach to Social Media Marketing for Luxury Brands2020 Social
2020 Social approach deck on how luxury brands are using social networks and online communities to become accessible to fans but still remain exclusive for customers.
How to Launch a Successful Fashion Label in the IG era? Clotilde d'Aubreby
Step-by-Step Guide to Launch a Successful Fashion Label in the Instagram Era:
#1 Business
#2 Customer & Competitors
#3 Product Development
#4 Sales Strategy
#5 Promotion
Luxury retail trends and customer experience in a digital era. A perspective on the customer experience of the future, case studies from leading retailers today and the implications for business corporate strategy, retail stores, employees and HR.
For more on Retail, Digital, Employee and Customer Experience connect with Deloitte Digital Southeast Asia @DeloitteDigi_SG. We’re always happy to talk.
From strategy to delivery, Deloitte Digital combines cutting-edge design with trusted business and technology acumen to define and deliver tomorrow’s business, today. Deloitte Digital is committed to helping clients unlock the business value of emerging technologies.
Diptyque Paris - Social Marketing Case StudyAffinitive
Case study detailing Affinitive’s work for Diptyque Paris, the legendary French perfumer and maker of luxury scented candles, home fragrances and a body care collection.
With the launch of The Art of the trench, Burberry certainly became the first truly digital luxury brand. The first luxury brand to really understand and adopt digital behaviours to conceive and support its brand online communications. There are many reasons why it became a clear success and digital is certainly one piece of a bigger picture.
However, I’d like to share some thoughts with you on what they’ve done rights and where they might go. All comments are welcomed!
In this presentation you can find my top 8 Tips for creating digital presence for fashion brands and the review of the popular social networks such as Polyvore, Svpply, Lyst, mulu.me and of course Facebook, Pinterest, Twitter and Tumblr.
If you have little time then check out http://mavdig.co.uk/blog/2012/03/fashionably-social/ for a summary.
Era: A business plan created for the Final Major Project for my Fashion Marketing BA(Hons) from London College of Fashion (University of the Arts, London)
Fashion and styles
Fashion brands blog headings or keywords
on April 06, 2022
(All pages)
Home page
Fashion brands blog headings or keywords
All your Needs ! Just visit and find what you want to get ....
Needs of Life to get in just one click !
Who are the customers of fashion brands?
What are the top fashion brands ?
What are the fashion industry brands and business ?
What are the sources of fashion brands and trends ?
Home page
(All pages)
Location: NORTH CAROLINA, USA
Who are the customers of fashion brands ?
on May 29, 2022
Who are the customers of fashion brands.. ?
*7.(1).Customer for fashion brands: (Top of current page)
In recent year things are changing more rapidly as peoples are becoming more crazy regarding fashion.
All are trying to get the best suitable for them with unique get up. Based on age & culture requirement types are various. World famous brands are focusing on the taste of their existing customers & taking new variation in their brands based on customer feedback & review worldwide. Customer type selection & taste calculation is a prime concern here. For a fashionable look a baby, young generation, matured civilian & most aged generation all are choosing their best fit from recognized brands.
Retail customer: Goods you are selling to a person or customer is your retail customer.
Corporate customer: If you are selling good volume of goods to any company or firm is your corporate customer.
Who are the customers of fashion brands? You might be surprised!
If you’re thinking of starting your own fashion brand, it’s important to know who your customers are – and who they aren’t. Your customer base should reflect your brand image, and if you try to cater to everyone, you’ll end up pleasing no one in particular. So if you have an idea for an upscale line of designer dresses, you shouldn’t expect to be selling those same dresses to teenagers just because they like your trendy designs and low prices.
Fashion & Customers - What do they want?
Customers may complain about paying too much for clothing, but studies have shown that people often spend more on clothing than they need to. What do these customers want? Understanding what drives your customer’s purchasing decisions will help you sell more products and services to them over time. Who makes up your target audience? If you’re looking to create a new product or service, who should you design it for, and why wou
Fashion Brands Go Social, Sportswear International PresentationFashion's Collective
A presentation given by Fashion's Collective at the eFashion Summit in Frankfurt, Germany providing an overview of the opportunities in social media for fashion brands, along with examples.
With the NET-A-PORTER and Yoox merger, all luxury brands need to quickly embrace new e-commerce strategies and to develop unique social media experience.
This takeaway report aims to explore what is at stake for the luxury industry, to highlight few best practice both from a content strategy perspective and from a retail marketing one.
From anti-social behaviours to re-generate exclusivity, to new approaches regarding customers journeys, the opportunity is big for luxury brands.
Featured brands: Hermès, Chanel, Louis Vuitton etc.
More information on http://thisisreup.com
The first truly digital luxury brand: why Burberry gets it?
With the launch of The Art of the trench, Burberry certainly became the first truly digital luxury brand. The first luxury brand to really understand and adopt digital behaviours to conceive and support its brand online communications. There are many reasons why it became a clear success and digital is certainly one piece of a bigger picture.
2020 Social Approach to Social Media Marketing for Luxury Brands2020 Social
2020 Social approach deck on how luxury brands are using social networks and online communities to become accessible to fans but still remain exclusive for customers.
How to Launch a Successful Fashion Label in the IG era? Clotilde d'Aubreby
Step-by-Step Guide to Launch a Successful Fashion Label in the Instagram Era:
#1 Business
#2 Customer & Competitors
#3 Product Development
#4 Sales Strategy
#5 Promotion
Luxury retail trends and customer experience in a digital era. A perspective on the customer experience of the future, case studies from leading retailers today and the implications for business corporate strategy, retail stores, employees and HR.
For more on Retail, Digital, Employee and Customer Experience connect with Deloitte Digital Southeast Asia @DeloitteDigi_SG. We’re always happy to talk.
From strategy to delivery, Deloitte Digital combines cutting-edge design with trusted business and technology acumen to define and deliver tomorrow’s business, today. Deloitte Digital is committed to helping clients unlock the business value of emerging technologies.
Diptyque Paris - Social Marketing Case StudyAffinitive
Case study detailing Affinitive’s work for Diptyque Paris, the legendary French perfumer and maker of luxury scented candles, home fragrances and a body care collection.
With the launch of The Art of the trench, Burberry certainly became the first truly digital luxury brand. The first luxury brand to really understand and adopt digital behaviours to conceive and support its brand online communications. There are many reasons why it became a clear success and digital is certainly one piece of a bigger picture.
However, I’d like to share some thoughts with you on what they’ve done rights and where they might go. All comments are welcomed!
In this presentation you can find my top 8 Tips for creating digital presence for fashion brands and the review of the popular social networks such as Polyvore, Svpply, Lyst, mulu.me and of course Facebook, Pinterest, Twitter and Tumblr.
If you have little time then check out http://mavdig.co.uk/blog/2012/03/fashionably-social/ for a summary.
Era: A business plan created for the Final Major Project for my Fashion Marketing BA(Hons) from London College of Fashion (University of the Arts, London)
Fashion and styles
Fashion brands blog headings or keywords
on April 06, 2022
(All pages)
Home page
Fashion brands blog headings or keywords
All your Needs ! Just visit and find what you want to get ....
Needs of Life to get in just one click !
Who are the customers of fashion brands?
What are the top fashion brands ?
What are the fashion industry brands and business ?
What are the sources of fashion brands and trends ?
Home page
(All pages)
Location: NORTH CAROLINA, USA
Who are the customers of fashion brands ?
on May 29, 2022
Who are the customers of fashion brands.. ?
*7.(1).Customer for fashion brands: (Top of current page)
In recent year things are changing more rapidly as peoples are becoming more crazy regarding fashion.
All are trying to get the best suitable for them with unique get up. Based on age & culture requirement types are various. World famous brands are focusing on the taste of their existing customers & taking new variation in their brands based on customer feedback & review worldwide. Customer type selection & taste calculation is a prime concern here. For a fashionable look a baby, young generation, matured civilian & most aged generation all are choosing their best fit from recognized brands.
Retail customer: Goods you are selling to a person or customer is your retail customer.
Corporate customer: If you are selling good volume of goods to any company or firm is your corporate customer.
Who are the customers of fashion brands? You might be surprised!
If you’re thinking of starting your own fashion brand, it’s important to know who your customers are – and who they aren’t. Your customer base should reflect your brand image, and if you try to cater to everyone, you’ll end up pleasing no one in particular. So if you have an idea for an upscale line of designer dresses, you shouldn’t expect to be selling those same dresses to teenagers just because they like your trendy designs and low prices.
Fashion & Customers - What do they want?
Customers may complain about paying too much for clothing, but studies have shown that people often spend more on clothing than they need to. What do these customers want? Understanding what drives your customer’s purchasing decisions will help you sell more products and services to them over time. Who makes up your target audience? If you’re looking to create a new product or service, who should you design it for, and why wou
Livestream shopping: A trend that started in the East and is growing in the W...KaranParikh25
This concept started in China and grew exponentially in a short duration, Chinese manufacturers realized that one-third of their country's internet users were active on Livestream and thus they used this channel to sell products to consumers. These sales were not restricted to just low-value beauty products but also extended to high-end jewelry that became a popular item for Livestream sales. I believe this trend has tremendous growth opportunities in the West with the rise of TikTok, Amazon Live, and Google Stream.
The Data Driven Approach To Making The Most Of Social MediaTeleperformance
Today’s most successful brands leverage the power of social media to give life and a personalized touch to their interactions with shoppers. But a truly great campaign is impossible without a deep analysis of how shoppers are feeling, what shoppers feel about a brand and products, and how happy they are with purchases (and why).
How fashion blogs are reshaping the fashion industry as well as its socio cul...Sarah Partouche
The fashion industry as we know it today is run by many different actors: models, celebrities, designers, art directors, fashion journalists but also by an increasing number of fashion bloggers. Fashion blogs’ influence is the most striking phenomenon of our era regarding the fashion industry. And this is actually visible when we examine brands marketing budget, since in average, 42% of their advertising budget is dedicated to social networks. Moreover, this year, brands are increasing their influencer marketing budget of 59%.
So how come, what is at the beginning a hobby, was able to turn the fashion industry and its strong hierarchy and standards upside down? How come a 27 years old fashion bloggers has become able to gain almost as many followers as Barack Obama and actually earns sixteen times his income?
To what extent is the new thriving business of fashion blog reshaping the fashion industry as well as its socio cultural environment?
The Future of Retail - Marketing and Merchandising Trend ReportNurun
Nurun's Toronto office has created a Marketing and Merchandising report that offers a thought-provoking look at six key trends:
Social Product Discovery, Consideration and Evaluation
Product Placement Morphs into Content + Commerce
The Integrated Expansion of the Omni-Channel Storefront
The New Geography of Merchandising
I’ll Trade My Privacy for a $5 Coupon
Sophisticated Frugality
This is the first of five trend reports. The culmination of trend scanning and subsequent phases will inform future scenarios in our final strategic foresight report, to be released in 2013.
The Social Retailer: what ‘social’ means for the future of commerceTara Hunt
Most retailers are having a tough enough time keeping their inventory fresh and up to date, let alone trying to figure out how to leverage the newest, latest, greatest social platform for reaching potential customers. The good news is that leveraging the social web isn't about hopping on the newest, latest, greatest social platform. It's about thinking about your business - internally and externally - as a social organization. And what does that mean? Tara Hunt, one of the pioneers of the social web will talk about how to become a social organization without having to keep up with Twitter and how harnessing the innate socialness of the web can help you connect with your customers and build your business.
Can Fashion really be eco-friendly? Or does it signify that somewhere there needs to be a compromise on design and style? Is being ethical only about: reduce, reuse, and recycle?
The answer is it that today, thanks to all the technological advances, it is possible to create a 'green' product that has sustainable, organic properties, is produced in an ethical way and still exhibits refined form of fashion and design elements. Starting from different kinds of organic fibres and raw-materials to using alternate methods of production to recycling or upcycling an existing or waste product - everything today can be done on a sustainable and affordable scale. https://fashionbi.com/insights/marketing-research/eco-friendly-fashion
Fashionbi slide share 3 d printing in fashion and textileFashionbi
3D printing, also known as additive manufacturing (AM), refers to the process used for creating three-dimensional objects. Starting from modelling, to printing and the final finishing - 3D printing is revolutionising the way one creates prototypes in fashion. And it is surely saving the companies a lot on time, effort and all such costs involved in an otherwise original sampling process.
Did you know there are already seven different types of 3D printing available in the market - ranging from those using laser vs. those using layering integration and so on. There are already some key players, startups and marketplaces across globe dominating the share in this industry.
In this research, learn all about the top market players, product category-by-category innovation that are taking place in fashion and the impact of 3D printing in the present and future fashion.
Download the complete report https://fashionbi.com/insights/marketing-research/3d-printing-in-fashion-and-textile
Fashionbi slide share the plus size fashion phenomenaFashionbi
Fashion. Beyond. Measure.
It hasn't been long that the xx-extra large pieces of clothing and other fashion products hit the brand shelves. It hasn't been long since the 'large models' started to rock the fashion runway or even that such catwalks even existed. Kim Kardashian wouldn't have ideally been a designer's typical muse, or that a plus size blogger like Gabrielle Gregg or a plus size model like Ashley Graham broke the internet, up until a few years ago!
But today it's different. Today, curvy is chic and style is not defined anymore by age, gender or size. Today, #curvyfashion is one of the most trending hashtags on Instagram. Today is more about shaming the body-shamers, self-empowerment, and basically catering to anyone and everyone who seeks to have his/her own signature style and inspire others. And, this segment has really come out as an entire separate and highly potentially profitable category of target consumers for many brands. Not only the products but the entire marketing and communication has diversed-out within a brand, to appeal to this special segment of fashion-seekers. Be it #WeAreVioleta campaign by Mango OR a relaunch of Eloquii 2.0 plus-size.
However, many argue that the term 'plus-size' is demeaning and plus does not always mean curvy. Other argue that large sizes are an after-though rather than the integration in standard product lines of the brands. Many brands do have the offering but either not on all its channels or not advertised enough for the consumers to know. How are the brands coping with the product, nomenclature, marketing and communication of this segment, without hurting customer sentiments? What about the mens segment, what's going on there in terms of large sized clothing?
Read the research to know about some of the most hidden challenges of this segment and how are the brands tacking them for great results.
https://fashionbi.com/insights/marketing-research/plus-size-fashion-phenomena
What is the impact of a brand's marketing initiatives on its ROI? Can a brand's social media index be compared to it's stock index? Do social media KPIs matter in forecasting the possible growth or decline of a brand's financial position in the market?
Sounds interesting, doesn't it? With this new marketing research, Fashionbi has dug deeper to compare the digital behaviour of a brand to its stock market value. A comparison trend has been observed and brought forward through this study. Read on to discover further about:
- The reasons behind Adidas's growth to become the largest sportswear manufacturer in Europe
- How Nike's well-targeted and consistent communication strategy results in its positive revenue growth pattern
- Why Under Armour's focus on innovation and performance wear for athletes resulted in its strong performance
- What impact do special events/happenings like the World Cup or consumer spendings have on a brand's positioning
- How brands are actively using social media to improve reputation and eventually have positive impact on sales
- Can a trend be forecasted for the brand's share in the stock market, merely by looking at its social media performances
Wearable Technology: How Fashion, Luxury and Activewear Brands Monetize Innov...Fashionbi
Inside Fashionbi's new Marketing Research, you can find multiple brand case-studies and their collaborations with tech giants and how in different fashion segments (apparel, handbags, footwear, accessories..) the brands are thriving to incorporate autonomous technology.
Read more on: http://fashionbi.com/insights/marketing-research/wearable-technology
The Fashion Index® is the quantitative measure of a brand’s consideration worldwide.
It transforms raw data on digital and business into a unique KPI
- a single evaluation framework, that enables you to articulate,
in actual quantifiable manner the volume of results around your brand, thanks to the brand’s efforts or even an uncalled-for event.
What you get?
› Insights on your brand’s positioning
Get an overview on your brand’s activities and the customers’ engagement on the same, by monitoring you brand’s ranking score and trend-line weekly and/or monthly
› Overview on your competitors’ positioning
Track your competitors’ positioning and get powerful insights on their practices, while closely comparing their positioning against yours
› Actionable Comparisons & Feedback
Get Actionable Insights that can deliver significant returns, boosting both your brand’s image and your conversions
Omni-Channel Retailing: The Future Trend in Fashion and Luxury Industry - Par...Fashionbi
This publication offers you insights into:
-The most important findings from various surveys that were recently conducted on the changing behauviors of consumer
-Best Omni-Channel marketing practices of more than 60 famous brands and retailers.
-More than 25 successful future retail trends and opportunities in Fashion
Omni-Channel Retailing: The Future Trend in Fashion and Luxury Industry - Par...
See Now Buy Now. How Is The Industry Adapting To Fashion's Newest Movement?
1. See Now Buy Now
June 2016
See Now Buy Now
How Is The Industry Adapting To Fashion's Newest Movement?
June 2016
2. See Now Buy Now
June 2016
Index
1. Introduction……………………………………………………………………………………………………………….…….
1.1. How Digital Has Changed Fashion.…………………………………………………………………………......
1.2. Transformation Of Fashion Show.…………………………………………………………………..…..…........
1.3. Becoming Digital Era...………………………………………………………………………………...……........
1.4. Traditional Supply Chain..…………………………………………………………………………...……….....
1.5. See Now Buy Now Supply Chain..………………………………………………………………………….….
1.6. So What Is The Point Of See Now Buy Now?..……………………………………………………………....
1.7. Types Of “Buy Now”.………………………………………………………………………………..……….......
1.8. How Are Brands Adjusting To Digitally Evolved Customers……………………………………….....……...
2. Which brands Are Applying See Now Buy Now………………………………………………………………….……....
2.1. Brands Who Are Applying See Now Buy Now…………………………………………………………….….
2.1.1. Rebecca Minkoff………………………………………………………………….……….………....
2.1.2. Burberry………………………………………………………………….……….……….…………..
2.1.3. Alice + Olivia………………………………………………………………….……….……………...
2.1.4. Matthew Williamson………………………………………………………………….………………
2.1.5. Misha Nonoo………………………………………………………………….……….……………...
2.1.6. Tom Ford………………………………………………………………………………………………
2.1.7. Tommy Hilfiger………………………………………………………………………………………..
2.1.8. Madewell……………………………………………………………………………………………....
2
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7
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14
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18
20
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25
3. See Now Buy Now
June 2016
2.2 Brands Who Changed The Schedule Of The Fashion Shows………………………………........
2.2.1. Vetements…………………………………………………………..………………………………...
2.2.2. Public School…………………………………………………..……………………………………..
2.2.3. Hunter……………………………………………………………………………………………........
2.2.4. Alexander Wang……………………………………………..……………………………………….
2.3 Brands Who Create Special Looks Or Products For See Now Buy Now…………………….......
2.3.1. Prada…………………………………………………………..……………………………………...
2.3.2. Diane Von Furstenberg…………………………………………………………..………………….
2.3.3. Louis Vuitton…………………………………………………………..……………………………...
2.3.4. Halston…………………………………………………………..…………………………………….
2.3.5. Moschino………………………………………………………………………….
2.3.6. Michael Kors…………………………………………………………..……………………………...
2.3.7. Banana Republic…………………………………………………………..…………………….......
2.3.8. Proenza Schouler…………………………………………………………..………………………..
2.4 Brands Who Work With Pre-orders………………………………………………………..………….
2.4.1. Loewe…………………………………………………………..……………….……………………..
2.4.2. Jimmy Choo…………………………………………………………..……………………………....
2.4.3. Alexander McQueen…………………………………………………………..……………………..
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36
37
38
39
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Index
4. See Now Buy Now
June 2016
3. Designers and Media Opinions On See Now Buy Now Concept……………………………………………………....
3.1 Quotes from Designers…………………………………………………………..……………………………....
3.2 See Now Buy Now In Media Landscape…………………………………………………………...................
3.3 Customers’ Stance on See Now Buy Now……………………………………………………………………..
4. Social Media’s Steady Evolution Into E-commerce…………………………………..………………………………….
5. Conclusion …………………………………………………………..……………………………………………………….
4
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Index
6. See Now Buy Now
June 2016
How Digital Has Changed Fashion
Omni-channel marketing has become a buzzword. Brands have realized the importance of creating a consistent experience between
online and offline channels for their customers, as well as improving the presence on the social media channels. Instagram is one of the
most influential channels for the fashion industry, more so now with its advertising feature. Nowadays, customers have a world of
shoppable Instagram feeds with the platforms such as “like2b.uy”. At the same time, fashion world has become more transparent where
the brands and designers give access to the world to experience the internal world of design and creativity via social media posts.
Also, the role of fashion shows has drastically changed, from being a private event just for the buyers to becoming a big PR event for all
fashion influencers. Thanks to the “It Girls” all around the world, consumers are discovering latest trends and new brands to add to the “I
want” or their “shopping list”. On one hand, today’s customer has instant access to the information about any product thanks to the internet
and social media, but on the other hand, not always the assortment which is pushed by the brand during the fashion show or via social
media is available for immediate purchase. The gap between promoted goods by the companies and “wanted” or “searched” goods by the
potential customers brought the entire industry to discuss the new possible marketing trend, See Now Buy Now. But why this concept has
not been present before? Let’s take a closer look at how the fashion shows have evolved since the past century.
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7. See Now Buy Now
June 2016
With technology rapidly taking leaps and bounds, a “domino effect” in consumerism started that only increased the need to buy.
With the e-commerce, consumers had easy access to products only a click away. With social media, consumers started having
more sources of inspiration, and creative ways to show what they bought, which fulfilled their needs even more. With the bloggers
and/or fashion influencers promoting what they bought, where they bought, consumers followed their recommendations as if it
was the law. Finally, with the See Now Buy Now movement, consumers can instantly fulfill all their needs through instant access
to a product, seeing who else (mostly celebrities and influencers) bought it and shared on the social media, just like they would.
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8. See Now Buy Now
June 2016
So What Is The Point Of See Now Buy Now?
To encourage consumers to make impulse purchases after seeing new collections on the runway
To increase the number of goods sold full-price
To prevent fast fashion copies from hitting shelves before the original articles do
1
2
3
By the end of 2015, the CFDA announced its collaboration with the consulting firm BCG to reevaluate the traditional, twice a year New
York Fashion Week format. Diane Von Furstenberg, Board Chairman of CFDA said to WWD "We have designers, retailers and
everybody complaining about the shows. Something's not right anymore because of the social media, people are confused" which leads
to the need of creating shows that are directed towards the consumers.
The results from the CFDA's research with BCG concluded that “the time is ripe for change in our market”. In-season relevancy was a
recurring idea during the analysis. Even if brands still have to show upcoming collections to the buyers before deliveries, See Now Buy
Now is an opportunity to lighten the pressure of large-scale presentations and activate sales by dividing budgets differently. The CFDA
encourages designers to evaluate what is best for their brand, and will support innovation and experimentation.
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9. See Now Buy Now
June 2016
Types Of "Buy Now”
Being able to buy a fashion
product at the time when it’s
best worn. This kind of
synchronization is very popular
within the consumers, who can
really buy according to their
needs
Based on the idea that fashion
shows should be B2C events.
Therefore, showcasing an
inventory that’s available to buy
which matches the market's
demand, transforming catwalks
into sales events
Consumers can pre-order from
Fashion Shows knowing the
goods will arrive five months
later. In this case, the traditional
fashion show calendar remains
in place, but it has a B2C
component: "see now, buy
now, wear later"
Digital shopping via
social media like Twitter
and Instagram using
'Buy' buttons across the
platforms
We can define several types of the “Buy Now” behaviours. For the moment, customer-driven is the main driver for the See Now Buy
Now debate in the fashion industry, while Seasonal Buy Now is the obvious and necessary approach that needs to be attended to.
Disintermediated Buying is already an ongoing procedure (e.g.: Moda Operandi) as well as Digital Buy Now, Burberry for instance
has been Livestreaming its Fashion Shows since 2010 offering some accessories to be purchased immediately after the show via
Twitter.
Seasonal Buy Now Consumer-Driven Buy Now Disintermediated Buy Now Digital Buy Now
13
10. See Now Buy Now
June 2016
How Are Brands Adjusting To Digitally Evolved Customers
Some brands are now keenly perceiving consumers’ tastes and preferences, making slight adjustments to their own brand values
to fit today’s digitally informed consumers. This is not only allowing brands to make strategic moves that would help retain the
creative essence of their brand, but also make more sales and win more customers. The following examples show how some
brands are focused on delivering precisely the kind of service that their customers would like.
Alexander Wang's take on the model only
shortens the time for the customers between
seeing the collection and buying it. Press
and buyers can view the collection when it's
launched, but for the customers, it not only
"creates a sense of immediacy [in the
consumers' minds] but also generates
excitement."
Thom Browne's CEO, Rodrigo Bazan,
showed an interest in the model by
suggesting that if the model was adjusted to
a more bespoke kind of a service where the
business would take a more made-to-
measure move, this would fit perfectly where
their customers who would “see now, try
now, adjust to their size, buy now and
receive it in 12 weeks.”
Paolo Riva, DVF's chief executive said that
their way of fitting into the model would be
by backtracking and doing runway shows
the traditional way where the press and
buyers get a “serious presentation” of the
collection and consumers receive a different
“moment” that will have the “social media
buzz, celebrities and influencers.”
www.fashionweekdaily.com www.businessoffashion.com www.wwd.com
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11. See Now Buy Now
June 2016
Which Brands Are Applying See Now Buy Now?
15
12. See Now Buy Now
June 2016
Rebecca Minkoff
❖ First brand to announce the change for See
Now Buy Now strategy in December 2015
❖ Season in season collections starting with
Spring 2016 and the whole collection was
immediately available to shop online
❖ The brand wants to maintain ⅓ of the audience
on the fashion show as the real customers
❖ Did not change the schedule for editorials
Rebecca Minkoff about first results:
"Just on the day of the show alone, we sold four times
the amount of spring goods for that day to plan. That's
one store, one day. It's already working. Same thing on
the website."
Type of Buy-Now
17
13. See Now Buy Now
June 2016
Burberry
Burberry had been heading in this direction
since 2010, when they began live-streaming
fashion shows online and in 2015 for both it's
A/W15 men and women's fashion shows,
Burberry offered most of the accessories for
viewers to purchase immediately after the
show.
❖ Combined Men's and Women's
collections in one Fashion Show
❖ Will not show in Men's fashion week
anymore
❖ Starting September 2016: Buy Now
Wear Now format will be available
❖ Collections will be immediately
available online and in-stores
Type of Buy-Now
Burberry
“A/W15”
Fashion Show
Tweets
Burberry
“A/W16”
Fashion Show
Tweets
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14. See Now Buy Now
June 2016
Public School
New York based brand Public School is the
example of a smaller brand shifting to fit in the
new standard.
❖ Combined men’s and women’s shows into
one
❖ Two shows a year instead four
❖ Combined pre-collection and main
collection
❖ Moved the fashion shows out of New York
fashion week calendar to December and
June
❖ Planning consumer-facing activities
❖ Changing the name from seasonal to
Collection 1, Collection 2 etc.
❖ First show was held on 8th June 2016
Type of Buy-Now
28
15. See Now Buy Now
June 2016
Diane von Furstenberg
DVF is one of the brands experimenting with the
new sales strategies. The brand is offering
several pieces from its Fall 2016 collection for an
immediate purchase after brand’s presentation
(not the fashion show) on 14th February 2016
that turned out more into a party and got an
experiential value.
The slip dress worn by Gigi Hadid was available
for sale online while the presentation started, and
this style was offered in a top version, that is still
recognizable as a piece worn by Gigi. This was
announced on all the social medias of the brand
with a direct link (where possible) to the website
to shop the dress.
Type of Buy-Now
33
16. See Now Buy Now
June 2016
Moschino
Moschino created a capsule collection for its Fall 2016
Fashion Show. Titled Fashion Kills, the collection was sold
on the brand's online store as well as in selected
department stores such as La Rinascente, Browns and
Printemps, who also promoted the products on their
Instagram accounts.
Guests were gifted Moschino’s “Fashion Kills” cigarette
phone case at the show, which was also one of the many
items from the house’s buy-now capsule collection this
season.
Moschino has already experimented with See Now Buy
Now with its Barbie S/S15 and McDonald's F/W14 capsule
collections by Jeremy Scott.
Type of Buy-Now
36
17. See Now Buy Now
June 2016
Loewe
Most French-owned houses have rejected the
new model, which makes it interesting to see
which ones are still reluctant to change and
what is their reason. For instance, LVMH’s
Loewe is one of such brands, however in the
past, the brand has offered buy-now items.
In last FW16 collection of Loewe, which was
presented in March 2016, there were 4 looks
each of which is available for a pre-order. It is
interesting that this brand was one of the first
French brands testing this system. We can
assume that this is the influence of the British
designer JW Anderson, under whom’s reign
the brand became more innovative not only in
terms of design, but also in its business
approach.
Type of Buy-Now
41
18. See Now Buy Now
June 2016
“See Now Buy Now” In Media Landscape
Overview
Journalists have shared their thoughts about the
new “See Now Buy Now” strategy in both
excitement and skepticism at the same time. This
system would be great for those brands that own
factories and have control over each step of the
supply chain process. But, on the other side of
the coin, smaller brands with limited control of
supply chain could face difficulties in organising
their delivery.
Those who disagree with this system, namely the
Italian Fashion Chamber and the French Fashion
Federation announced that as far as they are
concerned, the present system is still valid with a
different logic that they believe in.
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19. See Now Buy Now
June 2016
Those brands who have enough resources and
manpower to develop the “See Now Buy Now”
collection can definitely meet the consumers’
demands but for up-and-coming brands and
smaller companies it could be hard to cope with
this new strategy.
Besides the production, there are other
important stages in the life of a collection like
the showrooms and the traditional print media
which takes care of the publications of the new
collections and should adopt to the new
schedules as well.
www.vogue.co.uk
www.harperbazaar.com
www.harperbazaar.com
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“See Now Buy Now” In Media Landscape
Small Brands vs. Big Brands
20. See Now Buy Now
June 2016
The new system introduced chooses to focus on instant delivery
and is moving more towards consumers’ requirements. But what if
this is moving too fast and making us forget the value of creativity?
The answer lies in how brands can balance the creative and
commercial sides of the world of fashion. The “See Now Buy Now”
process doesn’t necessarily have to be fast and taxing for the
designers if collections can be reduced to two seasons per year.
www.dazeddigital.com
www.harperbazaar.com
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“See Now Buy Now” In Media Landscape
Creative vs. Commercial
21. See Now Buy Now
June 2016
Luxury brands are the elite of the lot, so it
shouldn’t come as a surprise that the French
Federation of Fashion rejects the “See Now
Buy Now” model since its similarity with the
fast fashion model is inescapable (a model
often linked with clothes that are produced of
low quality) compared to elite French Haute
Couture.
So the brands need to decide according to
what they fit: staying on top of the pyramid or
not.
www. grazia.fr
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“See Now Buy Now” In Media Landscape
Democracy vs. Hierarchy
www.fashionista.com
22. See Now Buy Now
June 2016
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23. See Now Buy Now
June 2016
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