The instant gratification model is now being used as a way for high-end designers to evolve with the ever-changing fast-fashion business brands.
“Gerber Technology provides powerful and innovative hardware and software leveraging cloud-based solutions that are designed specifically for designers, enabling the shift to an immediate purchase model. This gives industry leaders the flexibility to stay ahead of the curve and be prepared for what is next,” said Karsten Newbury, vice president and general manager, Software Solutions at Gerber Technology.
The shift in control with the new method gives power back to the consumer and allows them to dictate exactly what they want and when they want it. It is a transformation that demands a conscious effort from designers to delve into their audience’s conversations via social media, in order to listen, engage and gain consumer intelligence.
“A change like the see-now-buy-now purchase model is felt during every step of the product lifecycle, as well as throughout the supply chain. So as a technology provider, one of our key missions is to provide our customers the business capability and agility to support these new consumer purchase models,” added Newbury.
According to L2, a business intelligence firm, Tom Ford was among the first of brands to pioneer this shift. But a recent study by L2 on Fashion Week suggests that the idea of immediately buying runway items is no longer novel; 21 per cent of brands with a Fashion Week runway show in 2016 incorporated some sort of direct-to-consumer e-commerce within their presentation. (KD)
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