What do fast-fashion retailers gain from embracing 'See Now, Buy Now'?

London - Last night saw Swedish fast-fashion giant H&M host its debut co-ed and 'See Now, Buy Now' show for its Studio S/S 2017 collection during Paris Fashion Week. H&M transformed the Tennis Club de Paris into a "warm inviting space" for its show, which saw the likes of Alexa Chung, Nicki Minaj and Lucky Blue Smith grace its front row. It-models of the moment Gigi and Bella Hadid, Amber Valletta and Adwoa Aboah presented the collection, which was live-streamed online and in selected stores where the range was launched immediately afterwards. But as fashion retailer that launches new apparel collections in store weekly, what does embracing the 'See Now, Buy Now' format really offer them? And what do they gain from it?