Guest Contribution by Lionesque Group Intern, Maddie Preston
Designers are breaking away from the traditional fashion week route by debuting their new collections in innovative ways. Many designers now have been experimenting with a new trend in the industry, the see-now, buy-now approach. This new concept allows the designers to keep their target customers in mind more than they ever have before.
During Fashion week Rebecca Minkoff opened a popup in LA, where her collection was available immediately after the show. Rebecca told Vogue, “I’m really thinking about where my customer is going, what she wants when she’s going there, and listening to her…I’m not letting her design for me, but I’m attuned to what she needs and wants in her life to make sure I’m giving that to her in my aesthetic.” Rebecca is trying to listen to her customers to understand what they would like to see in her products, but also implementing her own ideas into items that can be worn or used everyday. She has been able to focus on the millennial-minded appeal, by making her products available for immediate purchase off the runway. In addition, she made the streets of The Grove her runway, filling the streets with famous celebrities and style bloggers, including Coco Rocha, Chriselle Lim, Aimee Song, and Victoria Justice, as her models.
Tommy Hilfiger also followed more than one of the new fashion week trends. At Tommyland the TOMMYNOW collection was instantly available for purchase at the concert-style pop-ups after the show. To make the experience even more personal, there were customizable items that the guests could decorate any merchandise they bought at the show with patches and screen-printing. Tommy made huge strides with tech by making his show an experiential consumer fashion show. He was able to do this through his new app called TOMMYLAND SNAP:SHOP, which provided image recognition and 3D moving imagery to help identify pieces on the runway and directly source them to tommy.com where they are available for purchase. By having his show in L.A. and making every item shown on the runway instantly shoppable,he was able to implement the see-now, buy-now concept.
Mansur Gavriel is planning on taking a similar approach in their pop-up, located at 134 Wooster Street in SoHo. Over Fashion Week in September 2017, they will debut their women’s clothing line, which will be immediately available for purchase. What also makes this store unique is that it transforms into a new theme and color scheme for each season’s collection. For this season’s collection, the store was transformed into a Candy Shop, with candies and cakes imported from Italy that are also for sale making it an interactive experience.
Fashion Week seems to always be evolving and designers are testing different ways to show off their new collections in pop-ups. By creating an instantly shoppable collection available online, at the shows and retail stores all around the world, many are influenced by the see-now, buy-now concept and really thinking about their target customers by experimenting with this new trend. Pop-ups give brands an opportunity to grow and experiment with new products and services, so by adding a pop-up to a fashion show you are able to experiment and see what your target customers want. Vogue states a valid point: “If the point of a show is to appeal to consumers, rather than cater to the needs of the fashion industry’s professional class, then why should conventions like the traditional static or catwalk presentation obtain? Perhaps there are other, fresher ways of getting the message out.” It seems including a pop-up integration in a brand’s strategy gives a new approach to Fashion Week, satisfying the instant wants of the consumer.