From Catwalk to Consumer

New York Fashion Week has traditionally been an exclusive event, a world away from the everyday consumer. But in recent years, social media has triggered a dramatic transformation, allowing regular fashion enthusiasts to play a central role through active consumer participation. In the traditional fashion calendar, there was a significant time lag between when a collection was presented at NYFW and when it became available for purchase in stores, often spanning several months. This delay created frustration among fashion enthusiasts who had to wait to get their hands on the latest trends they saw on the runway.

Enter the "See Now, Buy Now" model, which social media has played a pivotal role in popularising. This model allows consumers to purchase items from a fashion show almost immediately after they've been presented on the runway. With the "See Now, Buy Now" model, the waiting period between seeing a collection and being able to purchase it is virtually eliminated. Consumers can click on links or visit the brand's website immediately after the show to place orders for the items they desire.

This model caters to the desire for instant gratification, aligning fashion with the on-demand culture that defines the digital age. It transforms NYFW into a consumer-driven event where fashion lovers can actively participate by making immediate purchasing decisions. Brands that embrace this model benefit from heightened consumer engagement. Attendees at the fashion show, as well as virtual viewers, are more likely to become customers when they can buy their favourite pieces right away. This not only drives sales but also solidifies brand loyalty.

The "See Now, Buy Now" model blurs the lines between high fashion and fast fashion. It brings the exclusivity of NYFW closer to the masses, enabling more people to access and own designer pieces without the long wait and with a greater sense of involvement. This model has the potential to influence fashion trends in real-time. When consumers respond positively to certain pieces during NYFW, brands can quickly adjust their production and marketing strategies to capitalize on this immediate feedback.