See-now-buy-now experience takes center stage at New York Fashion Week
Fashion Week can sometimes feel like such a tease. You see a gorgeous piece on the runway, but nope, you can't have it quite yet. Instead, you have to patiently wait until next season.
This look-ahead strategy may have been logical before the rise of the internet and social media -- when the shows were predominantly for magazine editors who were reporting on trends months in advance. However, at some point, there was a much-needed shift to a see-now-buy-now experience -- and we saw it a lot at NYFW this fall.
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Really, it makes so much sense. If fashion show photos are flooding Instagram and Snapchat in realtime, why not capitalize on the impulse buys in the here and now?
One of the most prominent designers to go against the grain and make his pieces available minutes after the last model strutted down the runway was Ralph Lauren ("Runway Reinvented," Ralph likes to call it). Celebrity-favorite Tom Ford did the same.
Rebecca Minkoff also played the runway-to-retail game -- quickly transforming her Soho flagship from a backstage arena into a store open for the public to shop the looks they had just admired on the outdoor cobblestone catwalk.
As Minkoff tells Bloomberg in the video above:
"The closer we can get to our goods being on the consumer from the time she sees them on the runway is ... what we want. That's why we did it in front of our store on Greene Street."
Thakoon is also appropriately using a hashtag to invite site visitors to #shopitrightnow following the brand's Fall 2016 show in Brooklyn on Monday.
And Banana Republic took advantage of style ambassador Olivia Palermo's prevalence in the fashion space, making her curated capsule collection available to shop immediately after the presentation Saturday (which she also attended).
Instant gratification for the win!
To get yourself fall-ready (one week away, everyone!) or get a head start on your spring wardrobe (thanks, Banana Republic!), shop some of our favorite runway-to-retail pieces from NYFW: