Gucci’s Bold ‘See Now, Buy Now’ Strategy Shows Early Success

Gucci’s new fast-track fashion strategy under creative director Demna is already paying off, early data shows. The luxury brand’s latest “see now, buy now” move — allowing shoppers to purchase pieces from Demna’s debut collection right after its Milan Fashion Week premiere — has sparked a noticeable rise in store visits.

According to Placer.ai data shared with Reuters, foot traffic surged 53% at Gucci’s Rodeo Drive store in Los Angeles and 19% in New York’s Wooster Street boutique in the days following the show. Nationwide, U.S. store visits hit their highest level in three weeks after the launch.

Demna’s high-glam, instantly shoppable debut marks a bold break from luxury’s traditional release cycle — and could be key to reviving Gucci’s sales, which dropped 25% year-on-year. The approach appears to be rekindling shopper excitement at a critical moment for parent company Kering, which is under pressure to reignite the brand’s momentum.