Gucci Doesn’t Support #SeeBuyWear Shows
There are speculations that the idea of “see now-buy now” will soon take over the fashion industry, but for now there are still brands holding onto the past runway experience. Gucci will be one such brand not taking part in this new direction. The Italian label is controlled by luxury fashion conglomerate Kering, which also controls names like Alexander McQueen, Balenciaga, and Yves Saint Laurent. CEO of Kering Francois-Henri Pinault believes this immediate gratification “negates the dream” of high-end fashion. A large part of purchasing a luxury item is the anticipation of waiting the six months for it to actually be able to place your order. And in those six months, there is a lot of desire created to own that piece, or anything from the brand, for that matter.
Since Gucci has been particularly successful beginning with last season, thanks to creative director Alessandro Michele, and it is evident the brand is moving away from their not-so-hot past under other designers, why change anything? For the brand right now it is all about stability, since will likely be looking to crunch numbers and determine the continuous success of Michele. This puts them in a different state than the likes of Tom Ford, past Gucci designer, and brands like Burberry, who can be found at the forefront of this new venture.
“There are some brands for which a runway show is a communications event,” Pinault said in an interview with Bloomberg. “Burberry has doubtless decided what suits its best. What we will decide will be what suits out brands and our vision of luxury.”
With the success of last season under Michele, the brand didn’t even have the need to do markdowns for garments at the end of the season. Changing the system the brand is currently using would have untold effects on the upcoming season. And clearly there is nothing wrong with Gucci’s current system, so what would be the point in changing things so soon?
If the numbers continue to plateau or further rise in the next season and on, there would be no need for Gucci to change their business strategy. But who’s to say – perhaps the brand will opt to try out this new business plan sooner than we expect. Regardless of when the clothes become available for purchase, however, the showing is likely to be just as much of a showstopping spectacle as always.
Photo courtesy of Vogue