'See it, want it, buy it' model challenging fashion set in the UAE – The National

The buzz phrase on the floor at Fashion Ahead this season was that of ‘see now, buy now’.

To debate the finer factors of the development, which permits prospects to buy collections straight after they debut on the runway, FFWD staged a panel dialogue throughout its three-day stint at Dubai Design District, which ended on Saturday.

Sharing their ideas with a packed room of press, patrons and members of the public was Etienne Cochet, common supervisor at WSN Growth, Bong Guerrero, chief government of Fashion Ahead, Firas Alwahabi of Fake Consultancy, and Rania Masri, common supervisor of Degree Sneakers for Chalhoub Group.

Whereas client demand for rapid entry to collections is sending shock waves via the international business, price greater than US$3trillion (Dh11tn), there’s no consensus amongst professionals about how finest to proceed.

Designers are voicing considerations about the business’s readiness and whether or not the provide-chain administration is in place to speed up the distribution of collections from catwalks to buy flooring. In the meantime, excessive-road retailers are coming underneath fireplace for churning out copycat strains, or ‘quick fashion’, earlier than the excessive-profile designers have an opportunity to promote their wares.

"Should you solely have quick fashion then a few of the dream is misplaced," says Cochet. "Individuals wish to dream about upcoming collections and may anticipate as much as six months for them in the shops. Quick fashion takes all that away." 

This 12 months, Tom Ford turned his again on the immediate fashion development, having experimented with the concept for one assortment final September. Whereas gross sales spiked in the weeks following his runway present, they didn’t equate to earnings historically generated on the again of a six-month advertising and marketing and press marketing campaign.

The method, on the different hand, has proved profitable for others, together with Burberry – pioneers of the immediacy development – Paul Smith and Tommy Hilfiger.  

"As a small model, you don’t have the luxurious of manufacturing issues you'll promote a 12 months later, you want your money right away. 

"The month-to-month payments preserve coming so it's not possible for me to function some other approach," says UAE-based designer Katya Kovtunovich, who attended the interactive session at FFWD. 

"There’s additionally no assure that any shops will choose up my items in six months to a 12 months, so to attend is an incredible danger."

The frequency of attire and accent collections has quadrupled in current years with micro-seasons being added to the unique calendar of spring/summer season and autumn/winter. 

Compounding woes for ­designers and producers are reasonably priced clothes chains flooding store flooring with traits ‘stolen’ from the runways of the main gamers.

In response to a Euromonitor ­report, the United States stays the main marketplace for fast-fashion in worth phrases, led by gross sales at H&M and Without end 21. 

Over the previous decade, Zara and Primark have additionally cemented themselves inside the top-10 international attire and footwear manufacturers, taking share from specialist and conventional gamers.

Key benefits established designers have relating to weathering present turbulent market circumstances are deep pockets and sound working capital.

"For some huge manufacturers it really works for them to observe the seasons," says Kovtunovich. 

"They've sturdy ­relationships with retailers that enables them to indicate collections and provide them six months later. 

"They’re OK with that as their fundamental supply of revenue. I don’t observe any calendar or business guidelines as a result of that’s the most handy factor. As an unbiased designer I like the freedom of manufacturing what I want, after I want."  

It’s not simply runway garments that customers want instantly although, in addition they want the sneakers to match. In search of to harness the full energy of shifting buying practices in the Center East is the multibrand Degree Sneakers in Dubai Mall.

"We wished to be the first to do it with sneakers in the area," mentioned Rania Masri, common supervisor of Degree Sneakers for Chalhoub Group, throughout a panel dialogue at Fashion Ahead Dubai. "With Burberry, we had two kinds of sneakers and so they bought very nicely. 

"That taught us that if items can be found to buy instantly after a present, they'll promote. 

"Individuals want issues now, ­however to begin with, you may tease them with bits of the bigger ­assortment." 

Making choose items, a pared-down vary or unique few gadgets obtainable straight after a fashion week presentation would appear to be a approach for designers to check the viability of the ‘see now, buy now’ model and measure shopper curiosity. Turbo-charging the design cycle, nevertheless, is an undesirable stress for a lot of and squeezes all enjoyable out of an already intense manufacturing course of.

"Some designers merely can’t sustain with having to always create," says Masri. 

"Sadly, right now individuals want new issues and so they want them proper now. It's all about giving them what they want. 

"Additionally, a retail purchaser, it will be important for me to do not forget that the purchases made are about an emotional reference to the client. That’s why we in the business have to stay passionate when selecting what goes into the shops."

rduane@thenational.ae

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'See it, want it, buy it' model challenging fashion set in the UAE - The National