Tom Ford ditches ‘show to shop’ catwalks

Tom Ford ditches show to shopJust when we thought the future of catwalk shopping had finally arrived, big name designers appear to be stepping away from the concept of ‘see-now-buy-now’ shopping.

The idea was to make entire collections available to buy online immediately after catwalk shows, but it seems that many have been struggling to make it work. Burberry was among the first to adopt the method, with Tom Ford, Tommy Hilfiger and Ralph Lauren all giving it a go.

Ford, however, announced his intention to drop it after trialling it for just one season, saying that the store shipping schedule didn’t align with the fashion show schedule and that it ultimately led to lost sales.

In theory this approach was a breath of fresh air for the industry – a further step towards democratizing fashion by making catwalk style more widely available, even to those who didn’t have an invitation to attend the show. Unfortunately the logistics haven’t up until now appeared to match up to the gruelling schedule of international shows that most designers are subject to.

While big design houses may struggle, could this be an opportunity for high street retailers? Being able to get limited edition or hot ticket items straight from the catwalk in your local shopping centre via your smartphone appears to be the Holy Grail for ardent fashion lovers. Unfortunately, the tight stock cycles of high street stores means that this is logistically difficult to facilitate right now – but perhaps one day technology will provide the answer…

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Tom Ford ditches ‘show to shop’ catwalks

Tom Ford ditches show to shopJust when we thought the future of catwalk shopping had finally arrived, big name designers appear to be stepping away from the concept of ‘see-now-buy-now’ shopping.

The idea was to make entire collections available to buy online immediately after catwalk shows, but it seems that many have been struggling to make it work. Burberry was among the first to adopt the method, with Tom Ford, Tommy Hilfiger and Ralph Lauren all giving it a go.

Ford, however, announced his intention to drop it after trialling it for just one season, saying that the store shipping schedule didn’t align with the fashion show schedule and that it ultimately led to lost sales.

In theory this approach was a breath of fresh air for the industry – a further step towards democratizing fashion by making catwalk style more widely available, even to those who didn’t have an invitation to attend the show. Unfortunately the logistics haven’t up until now appeared to match up to the gruelling schedule of international shows that most designers are subject to.

While big design houses may struggle, could this be an opportunity for high street retailers? Being able to get limited edition or hot ticket items straight from the catwalk in your local shopping centre via your smartphone appears to be the Holy Grail for ardent fashion lovers. Unfortunately, the tight stock cycles of high street stores means that this is logistically difficult to facilitate right now – but perhaps one day technology will provide the answer…