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  • The shoppable catwalk is a big step forward for high fashion
  • The shoppable catwalk is a big step forward for high fashion
    Jon Gurinsky, Creative Commons (2013) ©
CASE STUDY

#TommyNow: luxury fashion you can see now, buy now

They say good things come to those who wait – but for those hunting haute couture, the six months between seasons can be a bit of a drag. All that is about to change as the ‘see now, buy now’ model establishes itself in the luxury fashion scene. Could this be the industry’s ‘Uber moment’?

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They say good things come to those who wait – but for those hunting haute couture, the six months between seasons can be a bit of a drag. All that is about to change as ’see now, buy now’ establishes itself in the luxury fashion scene. The model does away with the lag time between the show and consumer access, making in-season collections immediately available for purchase.

Tommy Hilfiger adopted this approach for its #TommyNow event, promising immediacy for luxury consumers. The two-day show, featuring carnival rides, games and a unique runway show, coincided with New York Fashion Week, ...

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