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Alexander Wang adopting see-now-buy-now approach for Resort collection

By Kristopher Fraser

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Fashion

New York - Alexander Wang is the latest designer to be hit by the see-now-buy-now trend. For his resort 2017 line, he will show his collection to press and retailers like he usually does in June, but will keep the images and reviews under embargo until the collection ships in November.

While a lot of designers are experimenting with the see-now-buy-now model, including other contemporary brands like Rebecca Minkoff, Wang is doing so a little differently from his competitors. He will be showing a selection of resort items on his spring 2017 runway at New York Fashion Week in September, meaning although the resort images will be under embargo, items will be publicized with the spring collection.

Alexander Wang to show several resort pieces during spring 2017 runway show

“For several seasons now, we have released images of our T by Alexander Wang and Men’s collections only at the time of their delivery in store,” Wang told WWD. “We have had a very positive response to this from consumers and we decided to pursue a similar strategy with our ready-to-wear pre-collections; we have found that this shortened timeline between seeing the collection and it being available in stores creates a sense of immediacy and generates excitement at the retail level.”

In March, Boston Consulting Group revealed their findings from a study they did on New York Fashion Week in collaboration with the CFDA. One of the points it brought up was in-season relevancy. While it did not lay out any explicit provisions for how New York Fashion Week should function going forward, it did have a series of discussions and suggestions, merging main and pre-season collections being one of them.

The domino effect of the see-now-buy-now model continues. With a powerhouse like Wang adopting it, who could be next?

Photo:alexanderwang.com

ALEXANDER WANG