- Kristopher Fraser |
See-now-buy-now has become a big conversation in the fashion industry as the Fashion Week's keep going. There are those camp of fashion industry insiders who believe that items should be immediately available for sale off the runway, and those that believe in sticking to the traditional season ahead model.
To test the waters for the see-now-buy-now approach, luxury department store Neiman Marcus had a party in partnership with Gibson Brands attended by more than 400 people. It included a runway show featuring shoppable men's and women's looks from Neiman Marcus along with guitars and headphones from Gibsons.
The event was a kickoff to the South by Southwest Festival which goes on through Sunday, March 19.
Live performers included Erika Wennerstrom, Emily Wolfe, Band of Heathens, Midland and The Shelters.
Carrie Fisher, senior vice president and chief marketing officer at Neiman Marcus Group, said the event served as a “timely, modern and fashionable way to continue Neiman Marcus’ presence at SXSW.”
Looks featured could either be purchased online or at Neiman Marcus' Austin store.
Neiman Marcus has been involved with SXSW for four years in a row, but this is the first time they brought a fashion show to the event.
Whether the see-now-buy-now model is working to actually lift sales is unclear. With designers like Tom Ford and Ralph Lauren taking a see-now-buy-now approach, the domino effect could continue. However, at the recent Fashion Month, most designers chose to stay ahead of season. Neiman Marcus declined to say whether or not this festival had a positive impact on sales.photo:via SXSW Facebook