Jennifer Fisher Switches to See-Now-Buy-Now Model


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Jennifer Fisher is in remix mode once again. Today, the jewelry designer and entrepreneur will reveal her first buy-now-see-now collection of fashion jewelry. In doing so, Fisher has recalled much of her wholesale business to focus on a direct-to-consumer model. During previous fashion weeks Fisher would reveal her new costume jewelry collections on Instagram, rather than with a runway show or presentation. She noticed that “the customers on Instagram immediately wanted to buy the product. The second you put something up on social media – people want to buy it then, they don’t want to wait. We could have offered it but we didn’t.” Jennifer FIsher’s first see-now-buy-now collection.& Now capitalizing on the “emotional, beautiful and shiny” aspect of the accessories category, Fisher will offer new designs from the get-go. “I feel bad for apparel people,” she said. “They have to make stuff far in advance, and are stuck buying huge quantities. We are super nimble and produce everything in New York. We can order things and buy the hundreds or tens of thousands. When we know what’s trending, we can produce for that.” Rather than offering two big collections a year, Fisher will base her business on four drops. Each release will be “more

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