Categories
business Editor's pick social media

As digital overturns New York Fashion Week, here’s what to look out for this season

A number of brands are trying to shake things up and give the see-now, buy-now strategy a go at NYFW this season, including Tommy Hilfiger, Rebecca Minkoff, Misha Nonoo and Tom Ford.

Tommy x Gigi NYFW
Gigi Hadid’s collection with Tommy Hilfiger will be unveiled at New York Fashion Week this season

“The system is broken” is a phrase oft bounced around between those working in the fashion industry these days.

In a bid to keep up with increasing consumer demand, designers are not only overworked, but ultimately creating too many collections that only tend to hit shelves once shoppers are already fed up with them (or have bought versions of them via their fast fashion knock-offs), leading to more discounted product than ever before and retail sales slipping further and further as a result.

One of the catalysts for all that: fashion week.

Once an event for those in the industry only, it has of course become a truly fanfare occasion complete with more elaborate than ever runway shows, an ongoing street style circus, and above all else: access for anyone and everyone via the means that digital provides. And yet, the collections it showcases have largely remained for preview purposes only, still only heading to stores anywhere up to six months later.

Enter then, “see-now, buy-now”; the idea that rather than having to wait all that time, we can indeed watch it on the runway and immediately make a purchase. While there’s no unanimous decision on exactly what that business model looks like (as outlined in the CFDA’s report in partnership with the Boston Consulting Group), a number of brands are trying to shake things up and give it a go in their own differing ways during the New York shows this season. That means several big consumer-facing affairs, as well as some innovative uses of social media to do it all a little bit differently.

Head over to Forbes for the full lowdown on what to look out for during the week including details on what Tommy Hilfiger, Rebecca Minkoff, Misha Nonoo, Opening Ceremony, Yeezy and Tom Ford are doing.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.