April 3, 2017 6:18 PM
by Emily Farra
To the average shopper, the industry buzz phrase see-now-buy-now doesn’t mean much. Yet it was all we could talk about six months ago, as designers like Tom Ford, Burberry, and Ralph Lauren adopted an in-season model where their collections were available to buy immediately after the show. More designers following suit seemed like a real possibility, but now it’s looking far less likely. Tom Ford and Thakoon both bowed out of see-now-buy-now—Ford said the industry wasn’t ready—and no major designers have announced plans to adopt it since.