The trend “See now, buy now”, a reality in the MBFWM (Mercedes-Benz Fashion Week Madrid) catwalk

The trend “See now, buy now”, a reality in the MBFWM (Mercedes-Benz Fashion Week Madrid) catwalk

In the Mercedes-Benz Fashion Week Madrid (MBFWM), the trend “See now, buy now” is a reality which many designers have taken advantage from for reaching the consumer requirements. Nowadays, the consumer’s desire is to find quality and design pieces instantly, just in the moment when the creator reveals his collection.

The trend “See now, buy now” which many international firms like Tom Ford or Burberry boasts about, born five years ago with a Spanish woman: María Escoté.

This pioneering designer, who has dressed celebrities like Katy Perry or Miley Cyrus; became a milestone when, just some hours after presenting her collection in the catwalk of Madrid, it was put on sale online.

« This new business concept is not imposed by any catwalk, it is of common sense » explained, from his personal experience, the creator of Roberto Verino during the breakfast “60 minutos de moda con EFE Estilo”. In this breakfast, there were participants like the CEO of MBFWM, Charo Izquierdo, and the designers Modesto Lomba and Moisés Nieto, who have incorporated the trend “See now, buy now” in their brands.

New technologies have changed the fashion industry, press is no longer exclusive, any person with a phone can spread tendencies. “The smartphone is the boss”, says Moisés Nieto, who considers that this trend of instant shopping “is a tool to sell more, but not the only one”.

Fashion does not work as for some years now, “it is sensible to social changes”, claims Modesto Lomba, who considers that the Spanish design has a challenge: “be smoother” to adapt to “new transformations”.

Some modifications in the textile industry, which Charo Izquierdo regards as a great opportunity to be “forefront” because the Madrid’s catwalk is “eclectic” and “free”, where there are shown tendencies from well-established designers and young talents with an international vision in its production.

“Catwalks are image, but also a business launcher” explains Izquierdo, who believes that “not every designer want to join this business model and neither all are able to, but Ifema gives the opportunity to everyone”.

“See now, buy now” is a trend which forces to operate in two different speeds. If before we produced with two enormous peaks of work, “today it is like a wave which makes us work in a rational way, so that the consumer ends up being reinforced” claims Verino, who thinks that “risk everything in just one annual collection is betting on one number, like in the wheel”.

The trend “See now, buy now” cannot be mixed with the trend “fast fashion”, led by the giant Inditex, and either with the “low-cost” clothing. Roberto Verino, who joined the trend the past season, says “we compete not in price, but in exclusivity”.

Instant shopping is not a synonym of compulsive shopping, but a synonym of a responsible acquisition. “It is about timeless clothing that takes part of life, of unforgettable moments” points out Verino, designer who, as well as Lomba, supports a timeless wardrobe, where quality and design is what prevails.

It is not a whim of fashion, “it is because climate change leads to more ambiguous collections, neither in winter so warm clothes nor in summer so light” explains Modesto Lomba. He will put on online sale next part of his collection, at the same time when MBFWM will be taking place.

Fashion is sensible to social changes and “what is important is to not generate residues”, remarks Moisés Nieto. For some time now, he has been developing collections with fabrics made of recycled garbage, such as plastic bottles.

Sustainable fashion is one of the main axes in the new policy of Charo Izquierdo, who heads the MBFWM. It does not imply recycling but “respect” for the whole value chain in the production of clothing.

In this new action map, in which the consumer quickly wants what he/she sees in the catwalk, a quality and timeless fashion is required. Moreover, Marca España has to be present and it has to satisfy the consumer desires, because as Verino concludes, “the consumer is the king”.