See now, buy now shake up at Tom Ford
Saudi designer Arwa Al Banawi joins the see now, buy now business model as Tom Ford ditches it.
In recent years the selling structure, where customers can buy the clothes seen on the catwalk immediately rather than waiting for the appropriate season months later, has been adopted by some of the world’s biggest fashion brands, including Burberry, Tommy Hilfiger and Ford.
While Al Banawi, who has recently teamed up with Adidas, is just about to embark on the new sales tactic, Ford has waved goodbye to it.
The American designer, who helms his eponymous label, had only implemented the see now, buy now model for one season, but decided to scrap it after losing a “month of selling”.
“The store shipping schedule doesn’t align with the fashion show schedule,” he explained, reports WWD. “(The bulk of fall clothes ships in August) but you can’t have a show with clothes that have been on the selling floor for a month.”
To tackle this, Ford kept the clothes that had been shipped in July out of his stores until the day after he last showed.
“We lost a month of selling. We had merchandise sitting in stockrooms,” he said.
After missing the most recent Fashion Week shows to concentrate on the Oscars, where his film Nocturnal Animals was nominated, Ford will revert back to the traditional fashion calendar. However he won’t be showing in London like normal, but rather he’s moved his slot to New York.