Advanced

"See Now, Buy Now" - en förändring av modesystemet? : en kvalitativ innehållsanalys av "See Now, Buy Now"-strategin och dess betydelse i det traditionella modesystemet

Erlandsson, Michaela LU (2017) MODK63 20171
Division of Fashion Science
Abstract
The phenomenon “see now, buy now” results from the impact of the digitalization on the fashion system. By using “see now, buy now”, fashion houses make their collections available to consumers immediately after a fashion show. In comparison, consumers have to wait for six months until the collections are made available under the traditional fashion system. “See now, buy now” was used for the first time by Burberry in 2016, and since then, the phenomenon has been subject of various discussions in media which tend to answer whether “see now, buy now” is here to stay or if it is just a trend.

This bachelor thesis aims to examine “see now, buy now” as a phenomenon, the impact it may have on the traditional fashion system, and the elements... (More)
The phenomenon “see now, buy now” results from the impact of the digitalization on the fashion system. By using “see now, buy now”, fashion houses make their collections available to consumers immediately after a fashion show. In comparison, consumers have to wait for six months until the collections are made available under the traditional fashion system. “See now, buy now” was used for the first time by Burberry in 2016, and since then, the phenomenon has been subject of various discussions in media which tend to answer whether “see now, buy now” is here to stay or if it is just a trend.

This bachelor thesis aims to examine “see now, buy now” as a phenomenon, the impact it may have on the traditional fashion system, and the elements that determine if a luxury fashion house can use “see now, buy now”. The analysis was carried out through a qualitative content analysis of the discussions held on the topic “see now, buy now” by fashion players in selected articles and reports published in fashion magazines. The results of the analysis show that a fashion house that uses “see now, buy now” may lose its position in the traditional fashion system. These fashion houses are seen as challengers as they use innovative ways to earn more status, while those seen as dominants, composed mostly of traditional French fashion houses, usually work to keep their existing position in the fashion system. It was also shown that luxury fashion houses who would use “see now, buy now” would notice a negative impact on their market position and on their brand identity. The main reasons were found to be that there would be no time for consumers to desire the product while waiting for a collection to be made available, and there would be a risk that the collections would be of less creative design and with lower quality. (Less)
Please use this url to cite or link to this publication:
author
Erlandsson, Michaela LU
supervisor
organization
course
MODK63 20171
year
type
M2 - Bachelor Degree
subject
keywords
Buy Now See now, Fashion system, instant gratification, change, luxury fashion houses, digitalization
language
Swedish
id
8922118
date added to LUP
2017-11-20 16:20:30
date last changed
2018-09-24 09:52:32
@misc{8922118,
  abstract     = {The phenomenon “see now, buy now” results from the impact of the digitalization on the fashion system. By using “see now, buy now”, fashion houses make their collections available to consumers immediately after a fashion show. In comparison, consumers have to wait for six months until the collections are made available under the traditional fashion system. “See now, buy now” was used for the first time by Burberry in 2016, and since then, the phenomenon has been subject of various discussions in media which tend to answer whether “see now, buy now” is here to stay or if it is just a trend.

This bachelor thesis aims to examine “see now, buy now” as a phenomenon, the impact it may have on the traditional fashion system, and the elements that determine if a luxury fashion house can use “see now, buy now”. The analysis was carried out through a qualitative content analysis of the discussions held on the topic “see now, buy now” by fashion players in selected articles and reports published in fashion magazines. The results of the analysis show that a fashion house that uses “see now, buy now” may lose its position in the traditional fashion system. These fashion houses are seen as challengers as they use innovative ways to earn more status, while those seen as dominants, composed mostly of traditional French fashion houses, usually work to keep their existing position in the fashion system. It was also shown that luxury fashion houses who would use “see now, buy now” would notice a negative impact on their market position and on their brand identity. The main reasons were found to be that there would be no time for consumers to desire the product while waiting for a collection to be made available, and there would be a risk that the collections would be of less creative design and with lower quality.},
  author       = {Erlandsson, Michaela},
  keyword      = {Buy Now See now,Fashion system,instant gratification,change,luxury fashion houses,digitalization},
  language     = {swe},
  note         = {Student Paper},
  title        = {"See Now, Buy Now" - en förändring av modesystemet? : en kvalitativ innehållsanalys av "See Now, Buy Now"-strategin och dess betydelse i det traditionella modesystemet},
  year         = {2017},
}