Gentlemen, prepare your bank accounts. Tom Ford is joining the runway revolution by offering menswear and womenswear collections to be purchased as soon as they appear on the runway.
The service, which Burberry currently uses, is planned to launch during Ford’s 2016 collection presentation in September. The 54-year-old designer told WWD that, “In a world that has become increasingly immediate, the current way of showing a collection four months before it is available to consumers is an antiquated idea and one that no longer makes sense. We have been living with a fashion calendar and system that is from another era.”
Explaining his motivation for the schedule move, Ford said that his customers today seek collections that are immediately available. “Fashion shows and the traditional fashion calendar, as we know them, no longer work in the way that they once did,” he said.
“We spend an enormous amount of money and energy to stage an event that creates excitement too far in advance of when the collection is available to the consumer.”
In the end, Ford claims that it’s all about putting his consumers first. “Showing the collection as it arrives in stores will remedy this, and allow the excitement that is created by a show or event to drive sales and satisfy our customers’ increasing desire to have their clothes as they are ready to wear them.”