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The Iconic dives into see now, buy now trend

Online fashion retailer, The Iconic, has dived into the see now, buy now trend with the live streaming of its summer fashion show in Sydney last week.

The retailer filmed the event via drone and shared it on Facebook in real time. Customers could shop the look at home as they watched models walk down the runway.

This is the latest example of the ‘see now, buy now’ trend in fashion, which diverges from the old model of showing seasonal collections months before they become available in stores.

Big brands, such as Burberry and Rebecca Minkoff, are among the early adopters of the trend and say it drives sales and customer engagement.

With its first ‘see now, buy now’ fashion show taking place the day before the official start of summer, The Iconic made it possible for customers to see the latest trends in swim and summer fashion, make a purchase and receive their order by December 1.

The event featured the first ever floating runway in Sydney Harbour and showcased more than 120 looks from Seafolly, Tigerlily, Tommy Hilfiger, Fella, Roxy, Birkenstock, Academy Brand, Jets, Converse, MINKPINK, Calvin Klein, Billabong and Camilla.

Reflecting The Iconic’s commitment to diversity, models ranged in size from 8 to 16.

Chief executive of The Iconic, Patrick Schmidt, said the fashion show is a sign of the retailer’s customer focus.

“Our customers are at the heart of everything we do at The Iconic – from curating a world-class product assortment, to bringing them world-first fashion shows; we love to push the boundaries for our customers by creating inspiring and exciting shopping experiences.

“Our local and international designers enable us to provide our customers with the best brands in Australia and New Zealand. Being able to offer customers real-time access to the hottest trends straight off the catwalk and at the peak of when they are actively searching for summer looks is something we’re incredibly proud of.”

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