#TrendReportTuesday - See Now / Buy Now
In recent years, there’s been a massive elephant in the room. Which room, you ask? (I know you probably didn’t ask, but I’m telling you.) The room is fashion week. Slowly but surely, fashion has crept toward deeming see-now buy-now the new normal. And according to designers at NYFW, the time is now. Our instant gratification has now been satisfied. We can all buy a $900 Tom Ford pant now. We can all exhale.
The see-now buy-now shift says a lot about today’s consumer. Just four years ago, Tom Ford didn’t even allow cameras into his super-secret Spring 2012 show. In four years his label has gone from extreme exclusivity to super-accessibility, as in, available online the second you see it on your fave blogger’s Snapchat.
Tom Ford isn’t the only big designer making the switch. In fact, fashion houses like Burberry and Ralph Lauren are set to immediately release their styles. Rebecca Minkoff is another notable example, with a star-studded show at NYFW. She took the opportunity to close off an entire street and fill it with power-stomping bloggers instead of traditional models. Tommy Hilfiger took accessibility to new heights (no pun intended) at Tommy Pier, where he teamed with Gigi Hadid to create a waterfront carnival. Of course, they showed the instantly available collection at the venue. The next day, though, the carnival was open to the public – a full sensory branding experience shared with the masses.
This shift will certainly affect the way trends are created and how long they can last (how meta, discussing trends in a trend report - look at me.) For example, the wet hair trend that was shown in the spring is still at the top of my to-try list, and it’s not just because I don’t like getting up in the morning. It’s because sometimes it takes time for a trend to catch on. Are consumers savvy enough to pick up trends immediately after a fashion show? And in a world where sustainable, capsule collections are trending in response to fast fashion, are we ready to make our trends even quicker?
Time will tell, but one thing’s for sure – brands should be moving in the direction of accessibility over exclusivity. You can sit with us. And you can buy those $900 pants right now.