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Think Tank: Buy-Now-Wear-Now — A New Approach to Fashion

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Fashion has always been something of a paradox: a leading-edge influence on what people wear, while at the same time an old-school supply chain that maintains a significant lag between when the designs are shown and the retail sales floor. The catwalk is changing. Mobile is changing the economics of fashion and the impact is significant. Buy-now-wear-now not only places the power in the hands of the consumer, but also brand owners. They are discovering two essential truths: direct-to-consumer is the new black, and mobile is the language of choice.

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WWD 4/27/2016

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