In spite of the cold, Luxury brands have a way of heating things up.
The woman fashion week in Milan just started.
The big event, which attracts people from all over the world, has been always considered as the epicentre of the “fashion” in Italy.
Luxury brands throughout sparkels, lights and beautiful pieces of art promise to people involved the chance to enter their worlds participating at luxurious runways and exclusive events. Even though the luxury market keeps its calendar and habits, it has experienced a period of changes that push the market it self and its players to rethink the logics behind.
An extremely relevant new which makes perceptions and feelings of an expected change, in the international luxury field, something real that comes from New York, where Tom Ford decided to present his Autumn/Winter 16 menswear and womenswear collections in September rather than on 18th February during the New York Fashion Week.
The international designer said…
“… in a world that has become increasingly immediate, the current way of showing the collection four months before it is available to consumers in an antiquated idea and one that could not make sense… we have been living with a fashion calendar and system that is from another area.”
An opposite point of view come from Francois-Henri Pinault, who rejected the “ see now-buy now” model adopted already from few international brands. The head of Kering, one of the most important conglomerates in the Luxury world, said:
“[The ready to buy is a big mistake in Luxury, it fades the dream of Luxury and exclusivity]”
A reflective opinion about the topic has been expressed by the esteemed Italian designer Giorgio Armani, who explained
“[The enthusiasm which concerns the see now-buy now model is untimely but desirable,… even if a change is necessary it must be thoughtful because it will bring a new logic which has to be applied at every level of the supply chain]”.
According with Tom Ford an enormous amount of money and energy is spent to create events too far in advance of when the collection is available to consumers, creating an excitement that will be not satisfyed in the short term. Posponed the show of collections will solve this problem and will drive sales and satisfy custumers’ increasing desire.
On the other hand, as Armani said, it is a big change that the new Luxury Era is asking for but according to the italian designer is necessary to built a solid process behind otherwise the risk is to build just the umpteenth “communication case”.