Varapalo for the defenders of fast fashion. Tom Ford has expressed his intention to return to the traditional calendar of parades after not getting the expected results with your first see-now-buy-now collection.
Also called show-now-shop-now, this model eliminates the waiting time of several months that traditionally exists between the presentation of a collection and its release. That offers buyers the possibility of getting the clothes as soon as the show is over, which in theory increases sales.
"In a world that has become more and more immediate, the current way of displaying a collection four months before it is available to customers is an old-fashioned idea that no longer makes sense," said Tom Ford last year.
What the American designer did not seem to have at the time was the complications that he would put an industry that is not yet ready to change a system that has been ingrained for decades. "The shipping schedule doesn't line up with the show schedule," Ford now admits.
The director of one of the best films of 2016, 'Nocturnal Animals', acknowledges losses due to having to retain its fall / winter 2016-2017 collection in the back of the tents for a month, from August to the day after the parade.
Ford would also be dissatisfied with the less media attention see-now-buy-now collections receive compared to traditional ones. In addition, many believe that those months between the parade and the sale are vital for magazines and blogs to gradually generate desire in buyers.
Does this mean that the see-now-buy-now is going to end before it actually starts? Without a doubt, it is symptomatic that one of the most powerful names in fashion could not find a way to make it work. For its part, will return with a collection for spring / summer 2018, to be presented at New York Fashion Week