A study on 'See now, Buy now', the latest trend of the new supply chain management of a luxury fashion brand, Burberry in the digital era

디지털 시대 패션 브랜드 버버리(Burberry)의 'See now, Buy now'에 대한 연구

  • Yoon, Se-Na (Dept. of Fashion Design Sejong University) ;
  • Kwak, Tai-Gi (Dept. of Fashion Design Sejong University)
  • 윤세나 (세종대학교 패션디자인학과) ;
  • 곽태기 (세종대학교 패션디자인학과)
  • Received : 2020.11.07
  • Accepted : 2020.06.10
  • Published : 2020.06.30


This study investigated the luxury supply chain management called 'See now, Buy now'. This has been a new way of controlling the supply and demand for luxury brands in the fashion industry since 2016. In this study, we explored the backgrounds and impacts of 'See now, Buy now' in the digital era. 'See now, Buy now' was launched by the fashion brand, Burberry in February 2016. It was the first luxury brand to showcase its entire collection using 'See now, Buy now' among the brands which showcase in Paris, Milan, New York, and London fashion weeks. That has not only caused many controversies in the fashion world but also generated followers. In this study, we analyzed 'See now, Buy now' in three aspects, economics, efficiency, and management strategy, and this was done through a literature survey on articles pertaining to 'See now, Buy now' and empirical surveys on Burberry's collections. Based on 'See now, Buy now', Burberry tried a new process of supply and sale. In the era of SNS, the spread of information is getting faster. The speed of SNS and changes in the fashion market combining IT and mobile technology are major changes faced by the fashion industry. 'See now, Buy now', a model of the new supply and demand in luxury fashion brands, should be noted as a new directional aspect for the future of the fashion industry. Since it was a relatively recent trend that started from the September show of Burberry in 2016, there was still a lack of academic discussion or prior research on this phenomenon. Therefore this study aimed to predict future directions by recognizing the importance of 'See now, Buy now' in the fashion industry. Also, based on this research, the significance of this study was to present a management strategy that applies 'See now, Buy now' to the future of the fashion industry in the digital era.


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