This accessory label enhances the 'buy now, wear now' retail model, a strategy which may encourage nearby production.

On our minds is accessible luxury label Rebecca Minkoff which is next to embrace the upcoming ‘Buy Now, Wear Now’ retail model that sees runway looks available for purchase closer to the relevant season. The namesake founder just shared her thoughts on their strategy (which the brand refer to as #seebuywear), meaning that by shortening lead times, production closer to home will be encouraged – which in turn will reduce the amount of carbon emissions. ‘Buy Now, Wear Now’ will enable brands the flexibility to respond more accurately to consumer demand and produce the styles that consumers actually want to buy, as well as complicate the process for fast fashion chains which will have less time to “copy” the runway designs. Read more here.


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