Burberry has well understood this point and, for this reason, the company has launched this new "see-now-buy-now" policy to make them happy. Burberry's example was followed by Tom Ford and Ralph Lauren who are now offering entire see-now-buy-now collections.
This new costumers' preference is rooted in global travelling and the increase of mobile shopping, which have fostered a sense of urgency in purchasing, reducing time. Usually, see-now-buy-now customers are fashion lovers who want to have innovative items before they are fully on the market and on the big distribution.
Sceptics say that "see-now-buy-now" might damage creativity and artisanal skills, since everything becomes "instant". The immediate result is not the fruit of a creative choice, based on research and attention to the details, as it used to be when artisans were the protagonists. Nevertheless, some companies using the "see-now-buy-now" approach are using artisans.
Italy is also trying to follow this trend, although "see-now-buy-now" policy is not that popular yet. Luxurious brands like Fendi are considering this option but they are still relying on craftsmanship at the moment. As a compromise, the company has decided to offer capsule collections available for online purchase. Also Diego della Valle - Tod's CEO - highlighted his doubts on "see-now-buy-now" approach, recognising the need to be quicker in selling items but, at the same time, stressing the need to "build the desire for the products and make the storytelling".