From Runway to Checkout: The See-Now-Buy-Now Trend in Fashion

Executive Summary

• Impacted by rising digitization, the fashion industry is currently in a state of rapid transformation. High-end fashion brands are evolving towards a see-now-buy-now business model, which consists of runway styles being available for purchase immediately after fashion shows instead of the customary six-month wait.
• The changing fashion industry retail schedule has far-reaching implications for design, marketing and supply chains. This see-now-buy-now development presents additional challenges and increases logistical complexity, as realigning orders and delivery schedules with suppliers is required.
• Major brands and designers that have introduced capsule collections and turned their runway shows into see-now-buy-now formats include Rebecca Minkoff, Burberry, Tommy Hilfiger, Ralph Lauren, Coach and Michael Kors, amongst others. To date, the majority of designers that have adopted instant runway fashion models focus on premium and aspirational price points rather than high-end luxury product.