The see-now-buy-now concept originally suggested a realignment of the fashion calendar with the seasons. It was announced as a potential game changer in 2016 and has been adopted by Burberry, Tom Ford, Thakoon, Rebecca Minkoff, and Tommy Hilfiger. However, supply chain issues and a disappointing consumer response dampened enthusiasm.
Five years later, see-now-buy-now could be ready for a comeback. Advances in technology have made integrations of marketable content easier, while better bandwidth has made video streaming smoother. In addition, a larger portion of consumers are now accustomed to shopping online and through content, a behavior change accelerated by the Covid-19 pandemic. Last year, global e-commerce retail sales exceeded $ 4 trillion, or 18% of all retail sales. Emarketer expects this trend to continue, with online sales exceeding $ 6 trillion by 2024.
“Global technology has really come a long way in enabling us to do what we do today,” said Kyle Nelson, chief strategy officer at AiBuy. The solution provided by AiBuy can be integrated directly into the e-commerce operation of each individual designer, its look and feel adapted to adapt to different ecosystems. It also means that fulfillment, inventory control, and final sales are all handled by designers on their own direct-to-consumer websites, eliminating the need for a third-party fulfillment service and associated inventory issues. .
The post-containment opportunity
“The momentum is actually in favor of seeing now-buy-now,” said Alla Valente, senior analyst at research and consulting firm Forrester, noting the likelihood of continued uncertainty in the world over the past six years. next months. The mindset of consumers is to focus on the moment and buy what they love. For designers, the model has the potential to reduce systemic risks associated with the supply chain, which continues to be fraught with execution problems, delays and cost increases.
However, moving to a see-now-buy-now model requires a substantial overhaul of a brand’s supply chain and production process. This can be expensive and difficult to execute, especially when a brand does not have full control of its supply chain and stores, says Alessandro Brun, associate professor of engineering and management at the Polytechnic University of Milan. In addition, there is a real danger that outsourcing production and early delivery to wholesalers could leak designs months in advance. “Supply chain governance and retail governance are essential to its implementation,” he says.