# Retail-Ready Runway Collections H&M Studio is Experimenting with a 'See Now, Buy Now' Format By Laura McQuarrie | Published 2017-01-31 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/see-now-buy-now References: [hellogiggles](http://hellogiggles.com/hms-new-see-now-buy-now-collection-will-change-how-you-shop/?utm_campaign=twittersocialflow&utm_source=Social&utm_medium=Twitter) & [vogue](http://www.vogue.com/13525180/hm-see-now-buy-now/) Even through the latest runway styles are created seasons in advance, there is still a pause before the latest designer styles arrive in stores—but H&M is one of several brands that’s giving consumers the chance to shop right after a show with a new See-Now-Buy-Now format. Following the [H&M Studio](https://www.trendhunter.com/trends/hm-studio-1) runway show in Paris, the pieces from the fast fashion collection will be available for consumer purchase online immediately, as well as in-store the following day. The H&M Studio capsule collection is said to take inspiration from “the grace, passion and strength of the ballet movement,” which adds a new level of femininity to the popular athleisure movement. Other that are experimenting with the See-Now-Buy-Now runway to retail format include Toyshop Unique and Tom Ford. ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 37% | Activity: 39% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What Makes This Trend Stand Out - **See-now-buy-now Format:** The 'See-Now-Buy-Now' format allows consumers to shop for designer styles immediately after a runway show, disrupting traditional retail timelines. - **Fast Fashion Capsule Collections:** Brands like H&M are creating capsule collections inspired by runway shows, offering consumers affordable and trendy fashion choices. - **Athleisure Movement:** The incorporation of ballet-inspired pieces adds a new level of femininity to the popular athleisure trend, targeting fashion-conscious individuals who seek comfort and style. ### Sectors Adopting This - **Fashion Retail:** Fashion retailers can leverage the 'See-Now-Buy-Now' format to enhance customer engagement and offer more immediate access to runway styles, increasing sales and brand loyalty. - **E-commerce:** E-commerce platforms can benefit from partnering with designers to offer exclusive 'See-Now-Buy-Now' collections, attracting fashion-forward consumers and driving online sales. - **Athleisure Wear:** The athleisure industry can explore collaborations with ballet-inspired collections to expand their target market and tap into the growing demand for fashionable activewear. ## Related on Trend Hunter - [Inventive Retail Strategies](https://www.trendhunter.com/trends/inventive-retail-strategies.md) - [Collaborative Circular Collections](https://www.trendhunter.com/trends/heron-preston-1.md) - [Shoppable Luxury Fashion Films](https://www.trendhunter.com/trends/luxury-fashion-film.md) - [AI-Driven Shoppable Catwalks](https://www.trendhunter.com/trends/ai-driven-shoppable-catwalk.md) - [Avant-Garde High Streetwear](https://www.trendhunter.com/trends/hm-x-glenn-martens.md) - [Eco-Minded Workout Wear](https://www.trendhunter.com/trends/hm-2.md) - [Feminine Spring Apparel Collabs](https://www.trendhunter.com/trends/femininity-in-bloom.md) - [Regenerative Designer Fashion Shows](https://www.trendhunter.com/trends/endless-runway.md) - [Tech-Enabled Shopping Experiences](https://www.trendhunter.com/trends/cos-retail.md)