Ralph Lauren adopting fast fashion model
Ralph Lauren is the latest designer to convert to the fast fashion business model.
The American sportswear company will showcase a see now, buy now collection featuring 45 new fall looks during a presentation on Wednesday night (14Sep16) as part of New York Fashion Week.
Executive Chairman Ralph Lauren says that in order for fashion drops to better align with the seasonal calendar, the new line will be in addition to the fall line Lauren launched in February (16), and will be housed in a separate area in each of the brand’s flagships.
“See-now-buy-now gives you the ability to be right there where the action is,” he told WWD. “We wanted to do this without telling anybody (but word got out)... We think it’s the right thing to do.”
While Lauren, 76, would not divulge the new collection’s theme, he shared that it features autumnal and holiday-inspired pieces.
The designer joins a growing list of companies that have shown, or are switching to a see now, buy now collections this season, including Tom Ford, Tommy Hilfiger, Rebecca Minkoff, Alice + Olivia, Thakoon, Opening Ceremony, as well as Burberry, who presents in London on 19 September (16).
Lauren hopes the new business model will appease customers who have been frustrated to see a designer style on the runway but couldn’t buy it for six months.
“Why can’t we deliver in the season that they want it? She doesn’t have to wait, she can go and shop right at the show,” he explained.
Women’s ready-to-wear, accessories, handbags and footwear will be part of the see-now-wear-now offerings, though menswear is not on the cards as yet.
The new fall line will available immediately following the show at Lauren flagships in New York, Paris, London, Hong Kong, Tokyo and Beverly Hills, as well as major department store such as Bergdorf Goodman and Saks Fifth Avenue.