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2020 | OriginalPaper | Chapter

5. “See Now Buy Now”

Author : Anna Cabigiosu

Published in: Digitalization in the Luxury Fashion Industry

Publisher: Springer International Publishing

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Abstract

This chapter presents and discusses the “see now buy now” business model and describes how it has been applied so far by luxury fashion firms. Overall the chapter allows:

understanding the strategic and operative implications of the “see now buy now” business model and how it fits the need of new consumers, the Millennials;
understanding how and why the luxury fashion industry is becoming fast;
examining the experience and difficulties encountered by Burberry, Ralph Lauren and Tom Ford, which were among the first to adopt this model;
discussing the relevance, potential, strengths and weaknesses of the “see now buy now” business model.

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previous chapter The Omnichannel Strategy in the Fashion Industry

next chapter Additive Manufacturing and Smart Textiles

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Title: “See Now Buy Now”
Author: Anna Cabigiosu
Publisher: Springer International Publishing
Book: Digitalization in the Luxury Fashion Industry
Print ISBN: 978-3-030-48809-3

Electronic ISBN: 978-3-030-48810-9

Copyright Year: 2020
DOI: https://doi.org/10.1007/978-3-030-48810-9_5

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