Fashion

Mugler Will Be Adopting the See-Now-Buy-Now Format This Fall

Slated to arrive at the label’s new e-commerce site.

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A fashion house making waves in the fashion and entertainment industries with iconic red carpet moments such as Cardi B’s look for the 2019 Grammys, Mugler has announced that it will be transitioning into the see-now-buy-now format. The Paris-based house will be releasing fresh-off-the-runway items on its new e-commerce site.

With various influences including technology and social media, the see-now-buy-now model has now become quite common amongst fashion labels starting off with Burberry in 2016, which led to designers like Tommy Hilfiger and Alexander Wang taking similar steps in their business strategies later on. According to WWD, Mugler had been quietly making the shift to make runway pieces from the Spring/Summer 2021 collection, which is scheduled for September, available for purchase in October on its new e-commerce site.

“We don’t want to deceive the customer again by presenting a product that’s not for sale. It’s not that we are cutting the size and volume of collections — we are just promoting and selling them differently,” Mugler’s managing director Pascal Conte-Jodra said in an interview. The executive emphasized that the decision had been made prior to the coronavirus pandemic and was the next move to stay true to the fashion house’s aim and vision.

Expect Mugler’s latest collection pieces to arrive at the label’s upcoming online store, as well as select retailers.

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