Today the fashion world is discussing the industry changes. The schedule of shows and sales of the current fashion season is being changed dramatically. Traditionally, Fashion Weeks exhibit collections of the next season which are available to buy only six months after the show on the catwalk. But now many of brands reject such a conservative way of fashion marketing and begin to follow new “see now, buy now” shows. This modern pattern of sales allows one to get a piece right after the show and without waiting for months. Such brands as Burberry, Tom Ford, Thakoon, Rebecca Minkoff, Vetements have already started accepting the new fashion schedule, as the others are considering adopting such an approach. But some of the fashion giants have become wary of the changes. For example, Francois-Henri Pinault CEO of French luxury conglomerate Kering, which controls Gucci, Yves Saint Laurent, Balenciaga and Alexander McQueen, has criticized the future business pattern. According to him, a possibility to buy clothing just after the show can ruin the whole luxury concept because waiting for clothes “creates desire” for his labels and transforms them into the objects of dreams. In other words, luxury clothes will simply get transformed into a high-priced mass market.