This post is not about the spiritual concept of BEING in the NOW, as so successful promoted by Eckhart Tolle, but about HAVING NOW.

At the last Fashion Week several designers switched to the See-now-buy-now concept. The ritual of designer fashion where a waiting time of up to six months from runway to being sold in store or online is normally applied, was dropped. Instant gratification has become a major request in all fields and also the fashion business is slowly adapting to it. Social media has changed the information flow in a way that something what has happened six months ago is already old or forgotten. Consumers got used to the attitude „I see it now, I want it now“. Through instagramm and livestreams, fashion shows are no longer exclusiv but public events.

In New York Tommy Hilfinger started the new way of selling from runway-to-retail with his concept  #tommynow. Also Tom Ford, Ralph Lauren, Donna Karan and with a capsule collection Michael Kors were following his lead.

At the London Fashion Week the collections from Burburry, Top Shop Unique and selected items from Vivienne Westwood went on sale straight after presentation.

Zalando has chosen as slogan for his publicity „This is NOW“ and Nike has replaced its famous slogan „Just do it“ to „My time is NOW“.

Therefore bets to be ready NOW!