Mugler Switches to See-Now-Buy-Now

Bella Hadid at Mugler SS20 show | Photo credit: Dominique Maitre

French fashion house Mugler has announced a change in the strategy of selling goods. Starting with fall, the company will instantly send for sale items from new collections in the see-now-buy-now format. In other words, all the catwalk items can be purchased almost immediately after the show. So, the Spring-Summer 2021 collection, which the brand will present in September, will appear on the brand's website in October. Mugler Managing Director Pascal Conte-Jodra commented: “We don’t want to deceive the customer again by presenting a product that’s not for sale. It’s not that we are cutting the size and volume of collections — we are just promoting and selling them differently.


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