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Tom Ford Switches Show to Consumer Schedule

The designer will present his men's and women's collections in September.

CFDA, Tom Ford

Add another big name to the rush to transform the runway schedule: Tom Ford.

The designer today revealed plans to switch the presentation of his fall 2016 women’s and men’s wear collections to September rather than doing it on Feb. 18, as originally planned.

Ford is the second major designer in as many days to upend the structure of shows. As reported, Burberry plans to change the way it shows, focusing on two runway shows a year of its women’s and men’s collections rather than four. Immediately after those shows, the clothes will be in stores worldwide so consumers can buy them.

RELATED STORY: Burberry’s Bold Move: To Make Shows Direct to Consumer >>

“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 no longer makes sense,” Ford said. “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. Fashion shows and the traditional fashion calendar, as we know them, no longer work in the way that they once did,” he 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.”

RELATED STORY: Tom Ford Quits the Catwalk as Industry Increasingly Targets End Consumer >>

Ford has experimented with different ways to show his collections ever since September 2010, when he presented his first women’s wear collection under his own name in an intimate evening at his New York flagship on Madison Avenue. He has done small-scale presentations for his men’s collections in London in the past and last season presented his women’s collection in a video featuring Lady Gaga.

 

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