See now, Buy now

'See now, Buy now' is the new idea to cope up with the Z generation.

Internet, Social media, and competing prices have made the customer more demanding, more impatient and more spoilt for choice  than ever before.

We have entered the era of disposable fashion where almost one in every eight millennial wears a piece of clothing for less than 6 months before disposing it off.

Z Generation is a typical follower of ‘I want it, and I want it now.’ Fashion followers aren’t really willing to wait for months before they can buy the designs displayed. More-over , the time difference between releasing the collection for sale to the world and showcasing it at fashion galas , gives a lot of companies the time to “take inspiration” from these luxury brands and hence make their own versions of it at much-much lower price.

We have entered a period where, being updated with trendy and eye catching clothing and accessories is very important. Price is often the key factor at least for youth to decide whether a product is worth buying or not, especially when they know they are going to wear it for not more than half a dozen of times.

“See now, Buy now” is basically going to let people buy stuff immediately through e-commerce sites, all over the world at the very same time when it is being displayed.

“See now, buy now” is a movement that is connecting directly with the consumer, desire to see a trend and immediately own it. 

Some of the luxury brands have adopted SNBN (See now, Buy now) with limited products, or capsule collections.

Brand like Michael Kors, Paco Rabanne , Tory Burch have opted for capsule collections while Louis Vuitton , Prada ,Coach have opted for limited items. Though some brands such as Rebecca Minkoff have succeeded in using this model, others such as Tom Ford and Thakoon were forced to abandon.

Rebecca Minkoff Fashion Show Ready to Wear Collection Spring Summer 2017 in New YorkCourtesy : businessoffashion.com

“See Now, Buy Now” creates a big window of opportunity for the fashion designers to re-plan their complete business strategy, their collections and their approach to clients’ satisfaction. This is potentially a game changer as it is bound to disrupt the traditional channel through retailers, as this is focused on the almost 90 percent millennial clients directly. If the Buy Now, See Now option works really well many of the retailers will not have the privilege of choosing their collections like before but might be asked to stock what is available. There is a high possibility that they could also be ignored with regards to many of the new collections.

#Consumer Interest

Not all brands that offered “see now, buy now” saw a sharp increase in sales, a lot saw a hike in online interest and searches compared to previous seasons.

Some consumers were not really buying it but were definitely making a note for later. This is why brands have to look at the interest in every product of a collection after the launch.

#Creating a sense of urgency

It is very important for brands to create a sense of urgency among its buyers making them believe there is limited availability, so that consumers don’t take a lot of time deciding the worth and comparing it with other similar products. Some designers believed that ‘The Limited Availability factor’ will give the adrenaline rush to these fashion followers, making their collection sell out the very day.

#BURBERRY: First to adopt SNBN

Courtesy : thenational.ae

Burberry was the first luxury brand to opt for SNBN in spring/summer collection in 2017. The first collection saw traffic on their official website causing a leap of over 15 million online hits, while prompting a surge in sales of new season outerwear. 

In London, Burberry delivered its third SNBN collection and it is proving a hit with customers. Burberry had to miss their February show slots last year, to allow teams and timetables to re-adjust. With a turnover of £2.5 billion last year, a company like Burberry can certainly afford to ride out one full season of lost sales, but clearly, such a gap would have greater consequences for smaller brands. Burberry’s chief creative officer and president, ­Christopher Bailey, felt it was their gut feeling ,logical response and what the audience wants collectively that made them take this move.

#What changes about reviewing the collection?

Under SNBN the collection samples will seemingly need to be finalised at least 3 months prior and orders will have to be placed.It is going to become a secret society where NON DISCLOSURE AGREEMENTS will have to be signed to approve the collection in a closed room with selected media people and influencers.

Collection inspection and order placement is still going to be very important but this time it is going to be more challenging for the brand because they wouldn't know what to expect, will the consumer like it or not? , how It is going to sell in the market.

Till now consumer decision were being avoided by selling the designs to the retailer but now retailers will only be given what the consumer wants and demands .The retailers will have to place their orders quite in time to be able to cope up with SNBN culture while for some brands they themselves will become retailers. The buying for retailers would happen secretly much more before the fashion show.

#Drastic change of buying behaviour

Buyers would constantly have to buy new products as fewer sizes, smaller order quantities, frequently changing trends and new collections will keep them on their toes. Order seasons will change from seasonal periods to much more fluid pattern. This will also make it difficult for the e commerce sites to make quite similar pieces of these designs in the name of inspiration from the designers. It can also turn the market into a brand dictatorship. The existence of trade shows is in high risk because their entire purpose becomes pointless with SNBN stepping in.

#POSITIVES

Customers would now get what they want regardless of seasons brands get the freedom to internationally sell their designs respective time zones and climates therefore customer would be more interested in buying the new designs to get instant gratification, further more increasing the sales. It is an opportunity to kill the traditional show pattern where you are living the winter vibes but checking the summer collection for 6 months later.

SNBN will also force brands to relocate production in local place, increasing opportunities for people inshore.