Sunday, September 13, 2009

BCBG's Definition of Fast Fashion

Max Azaria's BCBG line kicked off New York Fashion Week's Spring 2010 shows Thursday morning with more than just a new Spring collection: two of the looks from the show, bright graphic dresses, were available for purchase on the BCBG website even before the models walked the runway.

Last season, designer brands like Michael Kors and Halston experimented with online fashion shows; Kors streamed his show live from Bryant Park on and Halston produced a short video presentation for its Fall 2009 collection in lieu of a runway show. It seems that now designers are taking the next steps to evaluate and re-structure strategies for online selling, and also looking at how to better engage customers.
The issue of how to better target customers was the central theme at the CFDA's forum on the state of the New York fashion industry in July, during which designers said that it would be easier to excite shoppers about collections if there was not a six month gap between runway presentations and deliveries to stores. As Roland Mouret recently pointed out when speaking at the Apple store in London on the future of fashion and technology with Natalie Massenet, "What I'm interested now in my way to work is to arrive to a certain point to deliver the collection straight away after the show, because I think we're not in a time any more where you want to wait six months for a collection arrive. You see it online, you want it now." It seems as though the race to instantly satisfy fashion consumers is on and so far, Max Azaria is in the lead.

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