On Facebook yesterday someone posted about the prices of SS14′s Givenchy stuff, and then put a sad face.
It was linked to the website of Luisa Via Roma, the Florence-based boutique and online store.
I clicked, amazed to see that they’d already got their SS14 Givenchy delivery, way before anyone else.
They hadn’t got their delivery.
But they had got the collection available for pre-order.
Here’s a screengrab of the page.
(And yes, as always, I know I’ve got open too many tabs).
There it is. Spring/Summer 14 looking all shiny and new.
Anyone who read my Financial Times review in June
This will know how I feel about this collection, but that’s irrelevant here.
What’s important is that feeling of newness, and the feeling of desire.
On the Via Luisa Roma site, you are able to pay now for items that have yet been delivered, meaning you know you are guaranteed the specific looks of the season.
Compare that newness with the Givenchy page on the-website-with-the-same-surname-as-me.
The stuff we’ve seen already for months.
It’s the same story on matchesfashion.com, which has no sign of SS14 Givenchy.
We all know these spring/summer or autumn/winter words are a joke, and that the committed fashion shopper buys pieces irrelevant of season.
And want to be offered newness as often as possible.
The pre-order button is super canny: it makes Luisa Via Roma look super fresh, and they also secure purchases up front, with the likelihood of more purchases being made.
(Because we all know the psychological trick we play on ourselves. If we’ve got a certain budget for a certain month, and spend it early on, by the end of the month we can always convince ourselves to buy something else).
I admire the honesty of it.
I find seeing new stuff exciting, whether I like it or not.
Luisa Via Roma also have Saint Laurent on pre-order.
That parka in the top left corner?
I’ve got my name down for it in the store in London.
But it still feels like a chase, and a game. I still don’t know if I’ll definitely get it.
If I wanted, I could click on pre-order right now and have the thing secured.
(I’m not going to, because I actually like that chase and game. Others will want it knowingly secured).
Again, it feels fresh and new, and gives the pages some energy in this weird inter-season hinterland.
Here’s Luisa Via Roma’s Jil Sander page.
It’s a pre-order of Spring/Summer 14 – presumably her final menswear collection.
This pre-ordering turns out not to be new for Luisa Via Roma – if you search for it on Twitter, you can find references to it going back a couple of seasons at least.
It’s not for every brand, but Saint Laurent and Givenchy are the two guaranteed big sellers of menswear right now.
We all know about Burberry’s buy straight-from-the-catwalk, but this is something different – a store allowing its customers access to stock it knows it’s about to receive. And if they sell out on pre-order, then can get in some more. Or spend the money on something else. And make fashion move that one step quicker.
In a way that feels intuitive and correct.
And yes, that Givenchy SS14 printed stuff is damn expensive…