In light of recent events, as many brands have already said they want to return to a more conscious and slower production, Mugler also thinks of a similar business strategy.
The brand will indeed provide two collections per year and a type of marketing based on the “see now, buy now”. This strategy, therefore, refers to immediacy in purchases that will depend exclusively on the clothes in-store. That’s why Mugler has chosen to rename the format in “see now, wear now“.
Clothes will arrive in the store precisely during the season for which they were conceived, without making jumps too much ahead in the future that both fashion system and environment can no longer afford.
To implement this strategy starting this year, Mugler has began to put some items from the spring / summer 2021 collection in multibrand stores, which will be sold immediately after the presentation at the American fashion week in September. The complete collection under embargo will be sold to retailers in December 2020. They will receive it in March 2021, just one month before the presentation at the Paris fashion week in February.
The brand specified the objective of this strategy in a statement: “[…]reduce the orchestrated obsolescence that is so widespread in the fashion industry”.
Cover image credits: © 2007-2020 Adam Katz Sinding