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Fashion label trials one-hour delivery from catwalk to customer

Streetwear label, Nicopanda, has partnered with Amazon for a delivery trial that takes ‘see now, buy now’ to a whole new level.

While fashion brands from Burberry to Rebecca Minkoff have embraced the trend of making clothes seen in fashion shows available in-store right away, Nicopanda is the first to allow customers to order clothes they see on the runway and receive them at home one hour later.

The rapid delivery is made possible by a partnership with Amazon.

The trial took place during Nicopanda’s London’s Fashion Week show on Saturday and was available only to London-based Amazon Prime members, who paid extra for the one-hour delivery.

Six items were available for one-hour delivery, including a hoodie, a long sleeve tee, a bomber jacket, an oversized scarf, a clutch bag and leggings.

Amazon launched one-hour delivery with its Amazon Prime Now offering in 2014. The service is currently available in 12 US cities, 11 cities in the UK and Europe and Tokyo, Japan.

Up to now, however, the service has been geared more towards delivery food from restaurants and daily essentials.

The extension of one-hour delivery to the fashion sector comes as Amazon ramps up its own efforts in the space through private label brands and services like Amazon Prime Wardrobe.

Meanwhile, some debate the impact of ‘see now, buy now’ in the apparel industry. While many big brands have embraced it, others, including Tom Ford and Thai-American designer Thakoon Panichgul, have abandoned the strategy after trying it at their shows.

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