Marketing strategy in the see-now buy-now era

This article was originally featured in AdAge on September 23rd, 2016

What does see-now buy-now mean for fashion marketing?

When Lotta Volkova, fashion stylist of Vetements fame,was asked who in the fashion industry is in power today, she simply replied: the consumer. Not the CEO, the editor, the journalist or the fashion critic. The consumer.

Ms. Volkova …