Der neue Presseservice Upload ist da!

Reichen Sie über unseren neuen Presseservice Upload Pressemitteilungen

Wir stellen Ihre Werbebotschaften in den Blickpunkt

Holen Sie sich Ihren All in one Cross Media Mix - Jetzt mit Messevideo zur LogiMAT

Bleiben Sie mit unserer Fachzeitschrift am Puls der Zeit

Lesen Sie wirtschaftliche Themen, Trends und Erfolgsstories

Holen Sie sich Ihren Informationsvorsprung

Abonnieren Sie unseren wöchentlichen Presseservice Newsletter

Geprüfte Qualität - 70 Jahre Austrian Gütezeichen

Rund 450 Unternehmen tragen Gütezeichen für Produkte und Dienstleistungen

Lassen Sie sich finden

Optimieren Sie zeitnah Ihr Firmenprofil zur LogiMAT 2018

Bereit für die Karriereleiter?

Hier finden Sie alle offenen Stellen in der KNAPP-Gruppe auf einen Blick!

Standorttag + eCommerce Logistik-Day 2018

Save the Date: 26.09. und 27.09.2018 - Albert Hall - Vienna

Investieren Sie in die Logistik

Mit dem Wikifolio-Index LOGISTIK express Strategie Zertifikat

Suchen Sie Logistikpartner in Österreich?

Lokalisieren Sie Logistik-affine Unternehmen über das Branchenportal

Opportunity Network und Handelsverband verkünden Partnerschaft

Kooperation soll heimischen Händlern helfen, globale Geschäftsmöglichkeiten wahrzunehmen und zu realisieren

Traffic Rank 21. Nov. logistik-express.com

Global Rank 440,004 | Rank in Austria 5,606 | Pageviews/User 9.40 | Time on site 33:34 minutes

Top-5 Sitzungen 2017 logistik-express.com

Germany 52.545 | Austria 37.548 | United States 9.229 | Poland 4.507 | Switzerland 3.342 | UK 1.879 | Norway 1.100 | Netherlands 1.081

‘See now buy now’ transforms supply chains

14. November 2017 13:39
‘See now buy now’ transforms supply chains

Beitrag bequem vorlesen lassen:

Fast fashion – with limited shelf-life lines arriving in store every few days – has become the norm for many retailers targeting millennials. Now, even the luxury brands are following suit making the latest catwalk fashions available to buy immediately.

Fashion used to be a leisurely business. Sample garments would be displayed at seasonal shows, orders taken and – as a result – appropriate production planned, with delivery to stores up to six months later. Spring fashions hitting the shelves in April would have been seen and selected by buyers the previous October, while the fabrics used would have been designed and chosen by designers maybe six months before that. Plenty of time, therefore to factor in production in the Far East and sea freight for shipping.

Today it is very different. “Fast fashion” means that clothing chains like Zara change the bulk of their product assortment every few weeks, while for some of their high fashion lines time from design to saleable garments can be as short as a fortnight. But even that isn’t fast enough for fashionable millennials who demand instant gratification.

Penelope Ody is a retail market specialist.

While styles on the catwalks of Paris or Milan used to take months to filter through to the high street, today’s shoppers are adopting a “see now, buy now” approach. The result is that luxury brands like Burberry and Tommy Hilfiger are making their catwalk fashions available to buy in store within hours of the new lines being unveiled.

As Burberry chief Christopher Bailey said, in a recent McKinsey report*: “You normally…show the show and then your supply chain kicks in. Now as we are designing the show we will be passing things over immediately to our supply chain partners to say…how can we work with this factory to get this on the date that we need it?”

And it isn’t just catwalk fashions that shoppers want immediately: it is whatever the latest celebrity is wearing or the leading vlogger recommends – and it can even span age groups as demand for replica items of clothing worn by the youngest royals testifies.

As Boohoo.com, targeting the millennial age group, says on its web site: “see it today, wear it tomorrow” – and not only wear it, but post an Instagram image of the new outfit as well. And if the must-have garment doesn’t happen to be in stock “tomorrow” then the chances are the sales opportunity will be lost for ever and the customer will seek instant gratification from the next must-have style.

As well as the need to compress lead-times to satisfy the “buy now” shoppers, estimating likely demand to ensure sufficient stock is available becomes even more challenging. In a new report Kurt Salmon**, part of Accenture Strategy, argues that fashion companies need to use various tactics to solve the problem: from selectively testing the reaction to a new style and then scaling production, to on-shoring or near-shoring with production typically shifted from the Far East to Turkey or Romania, to using flexible fabric finishing, dual sourcing, or forming strategic supply partnerships to become “customer of choice” so that their orders are given priority. The report includes a survey of senior managers, and Kurt Salmon found that for almost two-thirds a major economic challenge is now balancing the higher production costs of near-shoring with the need to cut shipping times.

Speaking at the Millennial 20/20 conference in London last month [Note to sub: the event was on 3-4 May], Nick Blunden, chief commercial officer at The Business of Fashion, described “see now buy now” as one of the key trends currently affecting the industry. “It is not right for every fashion company,” he said, “but if your customers demand instant gratification, then it requires re-engineering the supply chain to get products to market quicker.”

With retailers from Burberry to Boohoo embracing a “see now buy now” approach customers seeking that “instant gratification” are many and varied, but that need to cut lead-times and speed styles to market is unlikely to diminish in future. If the “millennials” are demanding and impatient, then some analysts are already suggesting that their offspring – dubbed the “centennials” – will be even more so. Focusing on the likely demands of this emerging group was another of Millennial 20/20’s speakers: Henry Tucker, managing director for EMEA at market researchers Kantar Futures. “Studies suggest that 62 per cent of 12 to 17 year olds care about style,” he said. “Their lives have been documented on social media from their moment of birth and they expect seamless access to whatever it is they want.”

Or as Kurt Salmon’s report concluded, these centennials “…will be wedded to their mobiles, demand the same levels of instant gratification and possess the same preoccupation with image and social media as today’s fast fashion buyers”.


* “The State of Fashion 2017” can be downloaded from http://www.mckinsey.com/industries/retail/our-insights/the-state-of-fashion.

** “See now buy now – how ready are you?” by Helen Mountney and Dan Murphy is available as a download from judy.blackburn@kurtsalmon.com

This article first appeared in the June 2017 edition of Logistics & Supply Chain.

Source: logisticsmanager.com

Neuer Presseservice Upload mit Live-Vorschau

Reichen Sie hier Pressemitteilungen ein und informieren Sie:

  • Just in time 10.000 Kontakte über Soziale Medien
  • 5.000 Logistik-affine über unseren wöchentlichen Newsletter
  • 100.000 jährliche Logistik News interessierte Newsportal Nutzer
  • 25.000 laufend Wiederkehrende Newsportal Nutzer

Jetzt Beitrag einreichen


Über 55.000 Pressemeldungen inklusive Keywords über zehn Jahre hinweg durchstöbern.

Business Netzwerk

Ein Service der

LOGISTIK express® Newsletter

Jetzt kostenlos anmelden und keine Neuigkeiten mehr verpassen.

Fachzeitschrift Print on Demand

Firmensuche leicht gemacht: E-Commerce


Firmensuche leicht gemacht: LogiMAT


Firmensuche leicht gemacht: Austria


Fachzeitschrift Cross Media Mix

Bleiben Sie mit unserer Fachzeitschrift LOGISTIK express am Puls der Zeit, steigern Sie Reichweite, platzieren Sie Werbebotschaften, profitieren Sie von unserem All in one Cross Media Mix:

  • Print on Demand
  • Apple iPad App
  • E-Magazin (E-Paper, PDF)
  • Newsportal Slider und Blog
  • Social Media Postings
  • Stand Alone Newsletter
  • Presseservice Newsletter
  • Content Ad Werbebanner
  • Redaktionelle Berichterstattung
  • Medienpartner: IDIH, Händlerbund, Handelsverband

Jetzt Werbeformate ansehen

All in one Cross Media Paket

Bewegte Bilder vermitteln mehr als tausend Worte, kombiniert mit Ihrer Werbeanzeige in unserer Fachzeitschrift beziehen Sie ein multimediales All in one Cross Media Paket:

  • Videobeitrag Messe LogiMAT
  • Cross Media Mix
  • LOGISTIK express Fachzeitschrift
    Ausgabe 1/2018
    Publikation: 20.02.2018
  • Redaktion und Anzeigenschluss: 10.02.2018


  • Ausgabe 2/2018: 20. April
  • Ausgabe 3/2018: 20. Juni
  • Ausgabe 4/2018: 10. Oktober

Themen Mix:

  • Handel & E-Commerce
  • Intralogistik & Industrie 4,0
  • Transport & Logistik
  • Beruf & Karriere

Holen Sie sich Ihr Angebot

Firmensuche leicht gemacht

Lokalisieren Sie zügig Unternehmen und lassen Sie sich finden, rücken Sie Ihr Unternehmen in den Blickpunkt:

  • Firmenprofil mit Kontaktdaten
  • Hintergrundbild
  • Bildergalerie
  • YouTube Video
  • Social Media Icons
  • Google Maps Standort(e)
  • Google Translater
  • SEO Kategorisierungen
  • Jobbörse

Angebote folgen in Kürze

Filtere nach Kategorie

Filtere nach Monat

Filtere nach Tag

November 2017
« Okt  

eCommerce Logistik-Day

LOGISTIK express und das IDIH – Institut des Interaktiven Handels GmbH laden zum intensiven Gedankenaustausch und Sponsoring 2018 ein:

  • Standfläche, Werbefläche
  • Werbemittel
  • Vortrag
  • Interview
  • Social Media Postings
  • Fachzeitschrift Berichterstattung

eCommerce Logistik-Day


LogiMAT Bestes Produkt 2017

Blick in die Zukunft

Job Karriere