Ralph Lauren Adopts The See-Now, Buy-Now Business Model Today

BY Harper's Bazaar Arabia / Sep 13 2016 / 03:39 AM

Hosting two runway shows outside of its Madison Avenue flagship in New York, no less...

Ralph Lauren Adopts The See-Now, Buy-Now Business Model Today
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Ralph Lauren is joining the see-now, buy-now track in a major way. The designer will present his autumn/winter 2017 collection with two runway shows today with 200 guests each, set to take place on the street in front of the Madison Avenue flagship, according to WWD. The entire block will be closed off for the event.

Though Lauren's autumn/winter collection was already presented in February (pictured above) and hit retail in August, Wednesday's show will display completely new pieces — with a new autumn- and holiday-inspired theme. They'll be a part of the label's 'autumn/winter' collection, but sold in separate areas in the flagship stores.

"See-now-buy-now gives you the ability to be right there where the action is. We wanted to do this without telling anybody," Lauren told WWD. "We think it's the right thing to do."

After the presentation, guests will be able to purchase pieces from the collection right in the Madison Ave store. The line will also be available at Ralph Lauren global flagships and shops immediately after the show.

To be even more accessible, the brand will also host another event Thursday morning for its "top customers" in New York, which they'll livestream with a redirect to the website so viewers can buy pieces online, too.

With this move, Ralph Lauren joins the ranks of designers like Tom FordTommy Hilfiger, Opening Ceremony and Rebecca Minkoff who have shown see-now, buy-now collections during NYFW. It also sets a precedent for the brand's upcoming presentations — Lauren will show the Spring 2017 collection in February 2018 for consumers to shop right after it hits the runway.

A look from Ralph Lauren's A/W16 show in February

Via Harper's Bazaar US