Ralph Lauren is the latest brand to adopt the see now, buy now concept. On Wednesday, Ralph Lauren will present a see now, buy now collection for fall, which will be available immediately at its boutiques, online and at wholesalers, according to Vogue. "Showing clothes, then delivering them six months later. it's over. With the Internet, social media... you have to change," Lauren told Vogue. "I've always looked at the business as an evolution.