Tom Ford drops ‘See now buy now’ model

Tom Ford drops ‘See now buy now’ model


Site: Divya Bala

One season in, lauded American luxury designer Tom Ford abandons new sales approach

As one of only a (powerful) few designers, Tom Ford was in fashionable company when he decided to try the see-now-buy-now runway-to-store model as per Burberry, Ralph Lauren and Tommy Hilfiger. But according to a reportedly less-than-stellar sales season, Ford is rethinking his approach.

"It was good to try see-now-buy-now, and I'm glad I did, and eventually that's how the industry will work," Ford told "But right now, the shows and store delivery dates aren't aligned. We missed crucial weeks of selling time and valuable long-lead press." 

In more Tom Ford news, the designers' HQ will be moving into Hedi Slimane's old Saint Laurent digs in Los Angeles this week. 

Tom Ford drops ‘See now buy now’ model (фото 1)

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