New Trend: Post-Runway Sales
26th OF April 2012
Many a RESCU fashionista has been frustrated to find that gorgeous dress on the catwalk won't be available till almost six months afterwards in stores.
Generally mass production takes place after the events - a safe bet for designers, who can read reviews and gauge which dresses hit a peak and which ones didn't impress, and produce accordingly.
However, three Aussie designers are taking a risk and selling their clothes immediately after their runway shows this Fashion Week.
And they've put together a sleek way of purchasing - watch the show, order, and have the look within two to three hours. It's fast consumer shopping at its best, and the three labels, Bless'ed are the Meek, An Ode To No One and Toi Et Moi, are keen to start a new trend.
Toi Et Moie reports that times have changed for designers, who can no longer afford to waste customer time - in case they forget you. "People lose interest if you don't capture the moment," Gil Lawrence told reporters this week.
Meanwhile, Ode To No One and Bless'ed will be selling via online shopping site Style Thread, distributing capsule collections of their runway shows to be available immediately it's finished.
While some brands overseas are making the push towards immediately-available clothing after catwalks, it's still viewed as a bit gauche among the big brands- Chanel, Dior and Gucci all enjoy making customers wait, as it ups the cache of their products.
Will you indulge in the instant gratification of buying clothes off the catwalk?
Image: Ode To No One.