TOM FORD to Sync Runway to Retail Cycle | SENATUS

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TOM FORD to Sync Runway to Retail Cycle

6 February 2016

By Kien Lee

Ffollowing this morning's breaking news that Burberry is aligning its runway and retail calendars, TOM FORD has also announced plans to do the same, and has postponed his Fall/Winter 2016/2017 menswear and womenswear runway presentations.

The American designer had originally planned to showcase his collections on 18 February during New York Fashion Week but will now push it back to September when his designs can be available for purchase both online and in-store on the day of the presentation.

Tom Ford added in a statement, "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 could no longer makes sense."

We have been living with a fashion calendar and system that is from another era."

"Our customers today want a collection that is immediately available," the designer added. "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.

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."

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