Hot Topic: See Now, Buy Now

Updated: Feb 17, 2021

As 2016 Paris fashion week draws to a close this weekend, we have been discussing a hot topic of interest here at Smartzer. This is the ‘Shop Now, Buy Now’ concept that some of the world’s biggest fashion giants adopted for their runway shows this season.

Business of Fashion and Fashionista are a few of the online articles providing commentary around the subject. Last week, they began reporting on the initial responses and results to the practice of ‘See Now, Buy Now’ on the runway. Considered an “experiment” for the fashion industry, the idea behind ‘See Now, Buy Now’ enables consumers to purchase the product that was shown on the runway as soon as the show is over. This could be from the brands ecommerce site or their physical stores. It was quite a surprise both within the industry, and for fashion followers, to hear that these iconic fashion houses were doing away with the traditional six-month lead time for their fashion shows. Especially when it has been such a staple of every fashion week across the globe.

At NYFW, Tommy Hilfiger and Ralph Lauren were the first of the S/S 2017 season to implement this experimentation on their highly anticipated shows. During LFW, Burberry also enabled their customers to purchase their product straight after the show.

Also considered as the ‘runway to retail’ model, everybody within the industry has seemingly had an opinion on the matter. It is an exciting prospect to see classic brands like Hilfiger and Burberry making their shows more accessible by adopting this shoppable video business model. The slow release of products 4-6 months after the show is losing its appeal for customers and creative directors. The shake up is a fresh and encouraging step towards innovation and change.

The age of waiting for product, is slowly dying out. For the most part, consumers want product as soon as they see it. So much content is consumed and given to internet users whenever and wherever they want it. There is an air of excitement around purchasing product you want as soon as you can, which is what fashion week designers are trying to cash in on.

For example, Business of Fashion reported that Tom Ford saw his biggest day of the year so far after his NYFW show. They believe this may be due the audience’s response to viewing the whole collection and feeling that the opportunity was too good to miss. Similarly, Burberry saw an instant uplift in sales on the day of their runway show. Delivering the product to the consumer straight away produces a sense of immediacy for the customer. Brands are successfully capitalising on this sensation.

Making it easier and quicker to supply products to consumers is the future of e-commerce and something we support with our interactive content marketing technology. As the fashion landscape transforms, many key brands are seen to be revolutionising the way they sell there products. Soon, all retailers big and small will be able to make their content immediately shoppable through interaction video.

There is still a long way to go before all brands are making all content clickable, but the ‘See Now, Buy Now’ movement is definitely a step in the right direction.

You can view the runway video that we made shoppable for Burberry on the My Theresa website HERE.

We are really interested in hearing your thoughts on the topic, so feel free to email us or get in touch on Twitter @smartzer.