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While the Council of Fashion Designers of America studies and researches whether New York Fashion Week would make more sense as a consumer-driven event, brands like Rebecca Minkoff and Banana Republic are putting those plans into action this February. At its NYFW presentation this year, WWD reports that Banana Republic will make some of the clothes it presents available to buy online right then and there.
The mall brand has put on presentations at NYFW before, but WWD notes this season's direct-to-consumer program is new. The presentation will happen February 13th, and shoppers will able to immediately buy a selection of limited-edition women's fall 2016 styles through BR's website.
"There’s been a lot of conversation of selling directly to customers and getting it into customers’ hands," Lexi Tawes told WWD. "We’re going to give them a select group of looks at the show [that are available for immediate purchase]."
The looks will be part of the fall collection but Tawes said that the goal is to have them be "season agnostic," so they can be worn in the spring too. Banana Republic has been looking to reconnect with its customer base. The brand, which just released its summer lookbook, faced lagging sales this year.