Tom Ford Cuts His Losses and Drops The “See-Now-Buy-Now” Method
Loss of sales ultimately to blame.
After an experimental season of trying out the “see-now-buy-now” method, Tom Ford is ready to cut his losses and move on from selling straight off the runway. In making his entire 2016 fall collection available for purchase after having just shown on stage, the designer and his namesake label fell victim to shipping complications ultimately leading to lost sales. Having to put items on hold while in transition to shop shelves meant not only lost revenue but vital press attention to boot. Aimed to accelerate the span between presentation and purchase, Jeremy Scott at Moschino continues to sell fresh from the runway, however, only time will tell who else tries their hand at this fast-fashion approach.
In other designer news, check out why Vetements is relocating to Zürich.
