It's the seemingly never-ending debate within the circles of fashion's elite in recent months, whether or not switching to a 'See Now, Buy Now' model is commercially viable for luxury top-tier brands. Some brands have jumped at the chance to have their collections immediately available - Michael Kors, Proenza Schouler and Burberry among them - and others haven't, like Gucci, Saint Laurent and Balmain.
The latest brand to get on board with the new model is Topshop Unique who has just announced that following its London Fashion Week show on September 18 at Old Spitalfields Market, 50 per cent of the pieces from the catwalk will be available for purchase immediately in-store and online, with the remainder available from November 11. Business of Fashion reports that they're aiming to have the whole collection available immediately after the show for A/W17.
Mary Homer, the company's managing director, explained that the shift was due to the changing demands of their consumers. "Bringing our customers closer to the London Fashion Week experience has always been a focus for us, but now, more than ever, in a rapidly changing global marketplace where consumer demand immediacy, we recognise the importance of disrupting the traditional model." Kate Phelan, the creative director, agreed, adding, "This move is a direct result of listening to our customers. They want to wear the clothes they see on the runway now and the traditional cycle is becoming less appealing to them."