Topshop moves to see-now-buy-now model for London Fashion Week

New York - Topshop has joined the ranks of brands that are part of the growing see-now-buy-now trend hitting the runway shows. It was just a matter of time after Burberry began this that other British labels would follow suit.

The brand will offer consumers the opportunity to purchase select pieces from the women's spring 2017 line after the runway show on September 18 at London Fashion Week. The remainder of the offerings sent down the runway will be available on November 11.

“Our customers are always looking for immediacy and this feedback, coupled with the proliferation of social media, made runway-to-retail the logical next step for Unique,” said Topshop creative director Kate Phelan. “This move is a direct result of listening to our customers. They want to wear the clothes they see on the runway now and the traditional cycle is becoming less appealing to them.”

Select Topshop items will be available for purchase immediately after show

Whether the company will go forward with this for the men's wear line Topman has yet to be learned.

Topshop also plan to set up a market where customers can purchase some of the designs right away.

The see-now-buy-now trend is continuing to produce a domino effect, and it will be interesting to see how other designers continue to respond.

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photo via Topshop website