Mugler Revises ‘See Now, Buy Now’ Strategy, Returns to Paris Fashion Week
Fast-growing French label Mugler is modifying its ‘see now, buy now’ approach as it returns to the Paris Fashion Week calendar. Scheduled to reveal its Spring 2024 collection on October 2, the brand aims to expand its business by developing four collections annually, including two new pre-collections. The ‘see now, buy now’ model will be reserved for special product drops and collaborations.
Adrian Corsin, Mugler’s Managing Director, said the move enables the brand to align itself with industry heavyweights. Initially launched in 2020, Mugler’s previous model gained praise for its real-time customer engagement and testing, especially as the brand has been experiencing double- and triple-digit growth rates in the past three years. Now, as the brand gains more wholesale clients, particularly in Asia, the strategy is evolving to allow for scalability.
Creative Director Casey Cadwallader fully supports the new strategy, noting that one of the challenges of the ‘see now, buy now’ model was the creative limitation it imposed. Mugler will continue to explore various formats based on what suits the moment, indicating an adaptive approach rather than a complete abandonment of the instant purchase model.
