The power of now: Fashion brands tailor for immediate delivery

20 : 10 : 2011 Paris : Seasonless : Season

Paris – Previewing fashion collections to press and retailers six months in advance is becoming an out-of-date practice. Instead, brands are launching and selling product in the same season.

Uniqueness Botanic dress Uniqueness Botanic dress
Uniqueness Silver shirt skirt Uniqueness Silver shirt skirt
Uniqueness Pink blue botanic dress Uniqueness Pink blue botanic dress
Uniqueness pink coat Uniqueness pink coat
Uniqueness Pink citron dress Uniqueness Pink citron dress
Uniqueness pink silver dress Uniqueness pink silver dress

One label spearheading a more forward-thinking sales approach is Uniqueness, designed by ex-Gucci creative director Alessandra Facchinetti and launched earlier this month during Paris Fashion Week. The collection is an online project conceived by Pietro Negra, CEO of Pinko, a contemporary fashion retail brand in Italy.

‘I thought it was an interesting challenge to do something that was seasonless and on the web, as it’s how most of us live today,’ says Facchinetti.

‘It’s not fast fashion,’ adds Facchinetti. The €90-1200 price structure means it sits in the contemporary category. The range is pitched as directional wardrobe building and appeals to the fashion-savvy consumer. The 80-piece collection will become available in weekly merchandise drops online only at uniqueness.com and thecorner.com.

With the imminent arrival of Style.com’s new ecommerce magazine, which features six New York designers’ collections available for immediate delivery, LS:N Global believes Now-Commerce will grow in importance to the fashion industry.

For more information about the future of retail, see The Tomorrow Store.

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