See Now, Buy Now - A Revolutionary New Purchase Model
Monday, November 7, 2016•Categories: Blog
We live in a world where instant gratification is more prevalent than ever. Consumers want options, and they want them presented to them in the fastest, most convenient way possible; the fashion world is no exception. This instant gratification model is now being used as a way for high-end designers to evolve with the ever-changing fast-fashion business brands, and to offer their clothing for purchase immediately after a runway show, as opposed to months after the designs are previewed. This see-now-buy-now runway method is completely shaking up the fashion world thanks to a select few bold designers.
“A change like the see-now-buy-now purchase model is felt during every step of the product lifecycle, as well as throughout the supply chain. So as a technology provider, one of our key missions is to provide our customers the business capability and agility to support these new consumer purchase models,” said Karsten Newbury, Vice President and General Manager, Software Solutions at Gerber.
According to L2 INC, “Tom Ford was among the first of brands to pioneer this shift, but L2’s latest study on Fashion Week suggests that the idea of immediately buying runway items is no longer novel; 21% of brands with a Fashion Week runway show in 2016 incorporated some sort of direct-to-consumer e-commerce within their presentation.”
This shift in control gives power back to the consumer and allows them to dictate exactly what they want, when they want it. It’s a transformation that demands a conscious effort from designers to delve into their audience’s conversations via social media, in order to listen, engage and gain consumer intelligence.
“Gerber Technology provides powerful and innovative hardware and software leveraging cloud-based solutions that are designed specifically for designers, enabling the shift to an immediate purchase model. This gives industry thought leaders the flexibility to stay ahead of the curve and be prepared for what’s next,” said Newbury.