New York Fashion Week is one of the most prestigious events on the fashion calendar, however the bi-annual event isn’t off to a very successful start with major fashion houses dropping out of events.
To start with Christopher Bailey, the chief creative and chief executive officer of Burberry announced that the British luxury fashion brand would not be showcasing it’s Fall/Winter 2016 collection this month choosing instead to be shown in September. Bailey, known for being tech-savvy and striving to communicate with his audience has decided not to preview the much anticipated collection in a way to prioritise customers, it has also been announced that the normal four shows Burberry produced will be cut down to only two annually both with seasonal-less ready to buy pieces.
Following Burberry’s lead, Tom Ford has also announced his absence from Fashion Week this February. The show that was originally scheduled for the 18th has been cancelled with the intention to share the collection once again in September. The idea of waiting until autumn is to be able to create ‘fast fashion’ where the line will be immediately available to be purchased online or in-stores on the same day of its reveal. In a statement, the previous Gucci designer states that “Our customers today want a
collection that is immediately available… We spend an enormous amount of money and energy to stage an event that creates excitement too far in advance of when the collection is available to the consumer.” Ford added that “showing the collection as it arrives in stores will remedy this, and allow the excitement that is created by a show or event to drive sales and satisfy our customers’ increasing desire to have their clothes as they are ready to wear them.”
It seems that the leading faces in fashion are starting to take notice of their consumers and the four month wait until they have to endure until they are available to purchase the pieces. This see-now-buy-now reconfiguration may be the start of a new era of fashion, this update makes the collections more buyable, the pieces are less likely be raided by copyists in the fourth months waiting period and the immediate option to purchase keeps the buyer interested.
This could be a welcoming change to the CFDA who are said to be in the process of changing their consulting firm. Designer and chair of the CFDA, Diane von Fürstenberg has spoken of the change to the bi-annual event, making it more accessible to consumers. This might not be the answer to the ‘antiqued’ New York Fashion Week but it definitely could be a step in the right direction.