The fashion industry calendar is undergoing a revolution. For 100 years the world of fashion has been split into two seasons: spring/summer and autumn/winter, but things are changing. Now catwalk looks are beamed across the globe just seconds after they’re first revealed, and people are demanding access like never before. This has led to designers rolling out new initiatives on both the runway and the high street:
- Rebecca Minkoff’s #SEEBUYWEAR
New York designer Rebecca Minkoff has paved the way for shopping straight from the catwalk with her #SEEBUYWEAR line which debuted at New York Fashion Week this February. Much to the delight of her fans, 70% of the items from Minkoff’s latest collection were available for immediate purchase straight after her show.
- Tommy Hilfiger’s ‘Click & Buy’
In response to the rise of social media platforms, Tommy Hilfiger has recognised the new need for immediate gratification. The label will be rolling out ‘Click & Buy’ in September this year, where shoppers will be able to get their hands on the clothes immediately after they’re revealed, rather than having to wait the traditional six months.
- Mango’s Two Week Collections
From February, Mango will launch new collections every two weeks, starting with its spring collection. The high street brand will also release a new advertising campaign each month to help consumers stay in touch with the changing looks. The change has already resulted in the discontinuing of Mango’s much beloved catalogue that was sent out to around 22 million people annually.
Why is this interesting –
These new ideas show how the fashion industry is adapting to the ever-connected world we now inhabit. Once an industry built on a solid foundation of intrigue and anticipation, labels are changing to stay relevant when having things on demand is fast becoming an expectation across all parts of life. We are keeping our eyes peeled for reactions against this, and a refreshed embracing of new forms of thoughtful slowness and longevity.