Pros & Cons of "See-now-buy-now" fashion

In an article done by Veronique Hyland for The Cut, she talks about how high end design houses are letting people buy articles of clothing right off the runway. They have a little store set up after the show and makes people go through the store in order to leave. Veronique asks the question of, "is this trend here to stay or is it just a fad?" We live in a world where everything we want is there almost instantaneously. Text messages are read as soon as they are sent, you order something online on Amazon and get it within two days. Fashion houses see that and want to profit on it, in the article Veronique interviewed Jeremy Scott and he said this, “I live in a world of Instagram fans who ‘like’ things,” he said, “and don’t understand, when they’re ‘liking’ it, why it’s basically not coming out of that phone right there for them.” It's true when I see someone on Instagram wearing a dress that I like I go and see if I can find it. Usually they are wearing the newest of new that hasn't hit the general public. But letting people buy it right of the runway then it helps sell out. That may work for him but what the rest of the fashion industry? Later on in the article a contemporary brand Rebecca Minkoff talks about how the see-now-buy-now has worked really well for their brand because they aren't as high end as Jeremy Scott or other brands. Tom ford has said that it doesn't work well from him because stuff that has been selling on the floor for a month people don't want to buy after the runway show. In order to do the see-now-buy-now trend you need to know if it will effect your image with your buyers. By the looks of it, its here to stay.