US designers are adopting the “show-now, shop-now” trend during New York fashion week that allows consumers to buy designs straight from the catwalk.
Tom Ford and Tommy Hilfiger are among those that have followed British fashion house Burberry in making new styles available to buy immediately.
Most shows are now live-streamed and featured on social media.
That has prompted some labels to show designs for the coming autumn/winter rather than next year’s summer ranges.
Not having to wait for glossy fashion magazines to feature the latest designs has helped to make consumers less content to accept delays of several months before they can buy them.
Tom Ford is showing an autumn/winter 2016 collection for both men and women at New York fashion week rather than items for spring/summer next year.
“In a world that has become increasingly immediate, the current way of showing a collection four months before it is available to customers, is an antiquated idea and one that no longer makes sense,” Ford said.
“Showing the collection as it arrives in stores will remedy this, and allow the excitement … to drive sales and satisfy our customers’ increasing desire to have their clothes as they are ready to wear them.”
Full article on BBC here.