What the F! See now buy now

The fashion brands used to present 2 shows each year, which represented 4 seasons in the stores. With the increased popularity of fast fashion, consumers are expecting to have access to an entire new range of products every couple of weeks, and fashion has now gone from 4 seasons to 52 seasons every year - thereby becoming season-less altogether.

---

Consumers, especially the millennial generation are not only expecting new in-store merchandise frequently but are also impatient to wait the 6 months it traditionally takes for the items to move from runway to retail, they wanna sport the new pieces immediately before loosing interest in the trend and moving onto to the next fad.

Brands like Burberry, Ralph Lauren, Rebecca Minkoff and Tommy Hilfiger have been frontrunners with the see now but now culture model and have distorted the traditional long fashion cycle.

These brands have taken different approaches in the use of this model, some have created entire collections that are immediately available to purchase of the runway some have taken a hybrid approach with only a selection of instantly-available pieces.

“That runway moment, which used to be for editors and buyers, [and] now reaches consumers so it is kind of a pop culture moment,” MintModa founder and creative director Sharon Graubard said. “They want to capitalize on that energy so the consumers can really participate and not just be a spectator.”

This new business model caters more towards the consumer, rather than the industry, which means you don't have to be a fashion "it" girl or a blogger in order to have early access to your favorite designer piece.

The newest see now buy now collection was the H&M studio S/S 2017 collection at Paris Fashion Week. Over 800 guests attended the show and was lucky to see and listen to the Starboy on stage, who was seraning while his ex-girlfriend strutted down the catwalk.

If you were not fortunate enough to have been invited to the show , you did not hav to worry, because H&M got your average back and steamed the show live on studio.hm.com and on their YouTube channel.

At the the Paris show, there were an interactive pop-up shop while customers around the world could shop the collection online at hm.com at the same time - making the see now buy now model more mainstream than ever before.