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Gucci adopts "see now, buy later" strategy

Major fashion houses continue to experiment with new go-to-market strategies.  Gucci adopts "see now, buy later" strategy but combines men's and women's into one show.
Gucci set to combine men’s and women’s shows from 2017, commits to 'see now, buy later' schedule

Gucci is to unify its men's and women's seasonal fashion shows from 2017, with creative director Alessandro Michele presenting just one combined collection each season.

The Italian fashion house also confirmed it is working with the Camera Nazionale della Moda to determine a calendar date that supports Gucci's commitment to a ‘see now, buy later’ schedule, “respecting the necessities of the creative and production process in luxury fashion”.

The news, whcih came in Gucci CEO Marco Bizzarri’s keynote speech at the 2016 New York Times International Luxury Conference, will see the first unified show take place at its new HQ at Via Mecenate in Milan.

In its official statement, Michele said: "It seems only natural to me to present my men's and women's collections together. It's the way I see the world today. It will not necessarily be an easy path and will certainly present some challenges, but I believe it will give me the chance to move towards a different kind of approach to my story telling."

Bizzarri added: "Moving to one show each season will significantly help to simplify many aspects of our business. Maintaining two separate, disconnected calendars has been a result of tradition rather than practicality."

This article is from WGSN,  04.05.16
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