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The See Now, Buy Now trend, for designers to sell clothes straight off the runway, was the height of innovation.
What's more, with Lord Browne's report into tuition fees, I can only see this 'give now' trend increasing as parents want to stop their kids from being saddled with big debts," Mr Lowcock added.
In contrast, under Bailey, Burberry picked up on the digital revolution early, streaming its fashion shows live and pioneering the "see now, buy now" trend, where clothes from this September's catwalk show onwards will be available to purchase immediately online.
The "see now-buy now" trend meant that a selection of the smiley T-shirts and leather jackets with artwork by Bussman were available on the website immediately after the show.
This buy now, wear now trend is a manifestation of the power that consumers now have in the mature apparel and footwear industries.
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CEO of Professional Science Editing for Scientists @ prosciediting.com