Shoppers prefer 'see-now-buy-now' philosophy, research says

As uncertainty over the future of the traditional fashion cycle mounts, new research reveals shoppers are increasingly embracing a 'seasonless' style of purchasing.

UK-based retail information company Verdict has shed some light from the findings of its June 2016 clothing survey, revealing that 85.6% of shoppers claim to prefer buying clothing that they can wear right away for the current weather, rather than purchasing ahead. Just over half (51.4%) of those surveyed said they do not like to buy clothing well in advance for the upcoming seasons.

The news is a further blow to the traditional fashion buying cycle, which sees high-end brands showcasing their new collections months ahead of the seasons they were designed for, and which means retailers launching their new Spring/Summer collections as early as March has become the norm. The subject has been one of hot debate in the industry for months now, with several brands breaking free of the traditional fashion week calendars.

Verdict lays the blame at the door of poor and changeable weather conditions alongside the influence of social media, pointing out that the former has meant that boutique display windows are often out of sync with the world outside, and that the latter has encouraged a "see now, buy now, wear now" mentality among shoppers.

The luxury fashion industry has awoken to the shift in attitudes, with several big names shaking up their approach. The biggest pioneer is British label Burberry, which is set to cause a stir this September with its debut 'see now, buy now' show at London Fashion Week, for which it offered a preview last week. From now on, Burberry will put on only two 'seasonless' runway shows per year (instead of the traditional four), mixing menswear and womenswear and putting the clothes on the rack at the same time as the catwalk. Other defectors include Tom Ford, Tommy Hilfiger and Michael Kors, all of whom have made steps to incorporate the 'see-now-buy-now' concept into their brands.

On the high street Superdry and Zara appear to have successfully adjusted their sales strategies to the new climate, with Superdry's core 'transeasonal' ranges and Zara's vertically integrated supply chain, which allows the chain to be weather responsive, proving advantageous. But according to Verdict, 75.6% of shoppers feel that retailers already offer enough choice of transeasonal clothing -- meaning the problem could be a marketing one, rather than a question of supply. Whatever the reasons, it looks like the fashion world may need to get back to the drawing board.