Now-commerce is here courtesy of fashion designers and retailers forging ever-closer partnerships to sell socially savvy fashionistas the newest collections now.
Watching the SS15 Moschino show live-stream from Milan last month, you could be forgiven for getting caught up in the saccharine pink, baby-doll Barbie bubble. Orchistrated by maverick designer Jeremy Scott, this show (and overly branded capsule collection), was a #MFW moment that will have a sell by date of roughly one month. Blink and you might miss it. But not if retailers Nordstrom, Selfridges and La Rinascente had anything to do with it. These retailers all started promoting and selling the Barbie line hours after the show (aided by all the Instagram photos showing Anna Della Russo and Cara Delevigne cavorting around in the pieces at the post-show party). Welcome to the era of insta-ready runway collections available to buy now.
Moschino isn’t the only one leaning on its retail partners for instant runway sales. Colette continues to play the role of retail mentor by showcasing its favourite Paris designers in its window on the same day the labels show on the runways. With a simple poster message to order online for pre-season delivery, customers could snaffle the new SS15 pieces by Julien David and JW Anderson for Loewe almost as the shows finished.
Dover Street Market is another pre-season sale protagonist. As part of its 10th anniversary last month, the luxury store hosted the first ‘ephemeral’ boutique for Nicholas Ghesquiere’s debut collection for Louis Vuitton a full month before the collection hit elsewhere.
Colette was also at the centre of the pre-order hullabaloo of the new Apple Watch, previewing for one day only on 30 September in the window and in-store, complete with guest appearance by designers Jony Ives and Marc Newson. Timed to coincide with Paris Fashion Week, this launch was a sure-fire indicator of the luxe-fash-tech appeal for Apple’s much-anticipated new wearable device.
- The traditional bi-annual fashion season cycle is now a thing of the past. Designer brands are responding to the ‘want-it-now’ culture of social-media driven commerce and delivering fast-fashion as it happens. And the power of digital is democratizing exclusive collections, from luxury fashion to high-end tech – proving e-commerce and physical stores can work in harmony together
This report first appeared on Unique Style Platform: From runway to retail