H&M Studio is Experimenting with a 'See Now, Buy Now' Format
Laura McQuarrie — January 31, 2017 — Business
References: vogue & hellogiggles
Even through the latest runway styles are created seasons in advance, there is still a pause before the latest designer styles arrive in stores—but H&M is one of several brands that’s giving consumers the chance to shop right after a show with a new See-Now-Buy-Now format.
Following the H&M Studio runway show in Paris, the pieces from the fast fashion collection will be available for consumer purchase online immediately, as well as in-store the following day. The H&M Studio capsule collection is said to take inspiration from “the grace, passion and strength of the ballet movement,” which adds a new level of femininity to the popular athleisure movement.
Other that are experimenting with the See-Now-Buy-Now runway to retail format include Toyshop Unique and Tom Ford.
Following the H&M Studio runway show in Paris, the pieces from the fast fashion collection will be available for consumer purchase online immediately, as well as in-store the following day. The H&M Studio capsule collection is said to take inspiration from “the grace, passion and strength of the ballet movement,” which adds a new level of femininity to the popular athleisure movement.
Other that are experimenting with the See-Now-Buy-Now runway to retail format include Toyshop Unique and Tom Ford.
Trend Themes
1. See-now-buy-now Format - The 'See-Now-Buy-Now' format allows consumers to shop for designer styles immediately after a runway show, disrupting traditional retail timelines.
2. Fast Fashion Capsule Collections - Brands like H&M are creating capsule collections inspired by runway shows, offering consumers affordable and trendy fashion choices.
3. Athleisure Movement - The incorporation of ballet-inspired pieces adds a new level of femininity to the popular athleisure trend, targeting fashion-conscious individuals who seek comfort and style.
Industry Implications
1. Fashion Retail - Fashion retailers can leverage the 'See-Now-Buy-Now' format to enhance customer engagement and offer more immediate access to runway styles, increasing sales and brand loyalty.
2. E-commerce - E-commerce platforms can benefit from partnering with designers to offer exclusive 'See-Now-Buy-Now' collections, attracting fashion-forward consumers and driving online sales.
3. Athleisure Wear - The athleisure industry can explore collaborations with ballet-inspired collections to expand their target market and tap into the growing demand for fashionable activewear.
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