Following the example of Burberry, Tom Ford, Prada and Balmain, Alexander Wang also decided to join the new business trend in the fashion industry. Now pieces from the new designer’s collections will be available immediately after the show.
He will take such an approach to his Resort 2017 collection for the first time. The collection will be shown to buyers and press in June, per usual, but images and the full collection will be under embargo until the collection is delivered to stores in November. This decision is due to avoid brand’s fakes by mass market. Plus, a selection of pieces from the Resort ’17 collection will be presented on the Spring/Summer 2017 show in September for the first time, including ready-to-wear, bags and shoes.
«We have found that this shortened timeline between seeing the collection and it being available in stores creates a sense of immediacy and generates excitement at the retail level», Alexander Wang said.