Fast Tracking Fashion

Less than a week ago from today, Scott Schuman posted on The Sartorialist:

“It has been snowing all day today….and yet, I can’t buy a pair of gloves in New York City.
There’s something wrong with this system.
It seems super ridiculous that the shops are full of Spring merchandise right now.
Do you really want to be buying shorts in this weather?”

It is interesting that he blogs about this topic just as we are beginning to emerge from the financial crisis. For the past two years, there have been so many examinations of the industry’s “broken” systems that it is hard to remember all the highlighted deficits. But as expenses and cost cutting were on everyone’s minds, attention was called to perhaps the industry’s most grandiose extravagance: fashion week. Last year, Vera Wang opted for a cozy presentation at her shop downtown and Marc Jacob’s canceled fashion’s most extravagant party of the year.

Overall, fashion week has evolved from a trade event for industry insiders to a frantic media and celebrity sensation that seems more concerned with the Snookis and JWOWWs rather than the wearability of the clothes.

But why spend so much money to promote a line that won’t be in stores until months later? Why do stores receive their first Spring deliveries when we are all still buttoned up in our coats? Many industry leaders admit that this is indeed a practicality issue, types of issues that seem to be brought up when there is less money to spend. However, some designers are facing the delay head-on. A recent WSJ article discusses how Donna Karen, Burberry, Cynthia Rowley, and Rebecca Minkoff have tested the waters with nearly instantaneous availability of merchandise from their new collections.

My belief is that although a systemic change would take decades to institute, this important alteration must happen. As e-commerce continues to grow and fast-fashion gets better at knocking-off high-end designs, designers must act to meet demand and beat the pilferers.

Perhaps when Mr. Schuman is ready to retire, no one will have to worry about finding gloves to keep warm when it is still winter.