"Brandon Maxwell" Doesn'T Seem Very Sincere.

In the past ten days, a topic has been dominated by the front page of the fashion media, that is, "buying is watching." when the brand is finished, it will immediately sell the latest series instead of waiting for 6 months.

Perhaps the bad guys are wishful thinking about brands because they challenge the whole thing.

The stable process that has been put into operation for decades.

At this juncture, Bergdorf Goodman, New York, took the lead in expressing its support: "show is to sell".

Since February 18th, the Department has invited a lot of products every day.

Participate in Right from the Runway activities.

The department store customers can be close to the latest series after the show, just like buyers. If you see what you want, you can place the order immediately.

According to official information, the brand of the first battle array is Brandon Maxwell. Besides the 2016 autumn and winter series, which is directly moved by the show, there is a series of 2016 spring summer series.

Jason Wu, Monse, Joseph Altuzarra, Michael Kors, Sally LaPointe, Cushnie et Ochs and the meeting will appear in the next few days.

"Now everyone is talking about timely satisfaction," said Joshua Schulman, President of the company. "So we invited several designers from the cooperative design to do a day display so that customers can see the goods directly after the show."

But when you sell products and complete series, you will find that the brand lacks sincerity. Most of them sell shoes and handbags.

Others are beautifully shaped.

Michael Kors wrote on the official website: "these single products are not about seasons, but life attitudes.

Why don't you take this key single product home and fill the wardrobe?

This is a reminder of why the sale of products is mainly based on accessories. They are weakly linked with the seasons. On the other hand, they also expose the risks faced by the brand in implementing the "show buying" mode, namely, selling hot products and preparing them in advance.

The time lag between the show and the fashion shelves appears to be "stupid", but it has its meaning.

We may all know that not all the show money will eventually be available.

Some designs originate from life, but over life, they will not enter the production link.

Most brands will exchange views with retailers during the fashion week, and fine-tuning the garments according to the order of each other, expecting the approximate output.

After that, they have to keep up with suppliers and producers.

So, this is a problem that leads to the whole body.

The French fashion brand A.P.C. founder said in an interview: "watching is buying" is just a play for the media.

Once the fashion house is adopted, there will be no problem in inventory in the two quarter. "

There is a long history of jet lag between the release and the shelves. The international fashion release schedule will always be six months ahead of the actual demand. When the 9 and October Tropic of cancer moves south, the spring and summer series will be released next year, and the autumn winter series will be released in the spring of March.

The problem is that consumers no longer have the patience to wait.

Do you remember the fashionable fashion that you saw 6 months ago? Even though it was so beautiful that it was so trembling that people even vowed to spend money on frugal use, it was necessary to buy a hand, but after the time wear, the desire for purchase was long gone.

This is why Burberry, Tommy Hilfiger, Tom Ford, Rebecca Minkoff and other brands are the show.

Burberry's practice is to synchronously sell the latest series of show on line and offline; Rebecca Minkoff has added 17 models on the basis of the 2016 spring and summer series to form a face to face consumer's "buy and wear" show; the light luxury brand Michael Kors has set 8 items in the 56 models of 2016 autumn and winter, that is, you can go straight to the flagship store in New York after the show, or take out the mobile phone online to place the order.

Let's look back at the shop.

As a retailer, the way it provides is open booking.

The designer brand collaborating with it can meet consumer desires in a short time and drive the sales figures of the spring and summer series.

While the department stores themselves win the "pioneer" position, they can get valuable market data ahead of time.

One hundred percent win win case.

Up to now, the most pure "instant show is to buy" I am afraid we will have to wait for the February 22nd Burberry 2016 autumn conference.

As the initiator of the new model, how to predict market demand, separate the series of shelves and adjust the pace of marketing will be the important reference for every brand to follow up.