M&S joins "see now, buy now" retailers

By

Cajsa Lykke Carlson

Published
May 11, 2016

British high street fashion retailer Marks & Spencer has followed in the footsteps of a number of big fashion brands, including Burberry and Tom Ford, by making The Big Easy, an introduction to its autumn/winter collection, available in stores already.

The Big Easy is available from May 11, three months ahead of the retailer's autumn/winter designs, marking the first time the company has released a collection to customers at the same time as it is unveiled in media.

"There is an increasing demand for see now, wear now collections as seasonality becomes less defining; The Big Easy collection enables consumers to embrace this luxe aesthetic now, as it evolves effortlessly into the next season," M&S stated.

The collection features lightweight knitwear and transitional tailoring, and will retail from £12.50 for an M&S Collection vest to £249 for Autograph leather jacket.

Brands have been divided over whether it is a good idea to move away from the traditional fashion calendar and show customers clothes that are available to buy straight away. Some brands are choosing to approach the transition in the same way as M&S, by launching selected collections and clothes as soon as they've been unveiled, and then adding to the lines. M&S said the Big Easy trend will "flow through to the Autumn season."