Fashion is Making a Fast Move
Gone are the days where you once had to wait to get the latest fashions from the runway, designers are now making their clothes available for purchase straight from the runway. Fashion shows are usually used to showcase clothing and articles the designer would be coming out with the next season, but now are allowing the audience to purchase the articles straight from the runway. New York Fashion Week has adopted this trend and now are allowing the audience to buy the clothing they want directly after the show so that the consumer does not have to wait.
Many times after a designer showcases their work, pictures are released to the public from the press, allowing mainstream clothing companies, such as Forever 21 to make a replica of a Rebecca Mink off dress for cheaper than what the designer would see it for. Allowing the consumer to buy the clothing directly after the show will put the clothing on the consumer (walking advertisement) and also get consumers to buy the designer product before cheaper brands have the time to replicate it.
Social media has played a large role in brands developing this new runway show technique. Before social media was around, the audience of shows were primarily celebrities, journalists, and fashion critics. Now the audience has expanded to the everyday person and also to social media bloggers and influencers as well, making the designs on the runway more relate able and open to the public. Putting designer fashions on bloggers and influencers and inviting them to the show is a way to promote their brand and encouraged them to get their designs out faster, as young adults look up to these blogs more than they do to magazines.
The Beauty Industry is also Speeding Things Up
Beauty brands are also jumping on the bandwagon, allowing new cosmetic products to be available after the show. This allows the consumer to not only recreate the makeup and hairstyles they saw, but also allows them to immediately buy the cosmetics and clothing together, allowing them to immediately recreate the looks they loved.
Allowing consumers to immediately buy their products is a business savvy move. As technology increases and gets faster, the consumer gets impatient and expects everything to happen immediately or to be able to obtain something when they want it, not when the designer or business decides they can have it.