Fashion Industry Embraces Technology at London Fashion Week

Published Date : Sep 16, 2014

The London Fashion Week cast the spotlight this week not just on the clothes on the runway, but the technology that surrounded the event. In what could be termed as a new digital first for the fashion industry, Burberry teamed up with Twitter to launch the new click-to-buy button to people across the globe. The British luxury fashion house made its nail paint that will be showcased at the LFW available to Twitterati. The social media website is currently trying out the “buy now” feature and decided to coincide its launch with the Burberry Prorsum Spring 2015 show.

The fashion industry has always known to be experimental and a risk taker and this is just one of those times when it has taken a leap into the digital arena. Going online with sales was one such leap that has worked out well in fashion brands’ favor. Booming sales have signaled that fashion hungry shoppers want, and if possible, will purchase, the latest trends that designers have to offer at Fashion Week.

After live-streaming its runway shows, luxury brands are now allowing shoppers buy the looks directly off the catwalk. British retailer Topshop – whose collection featured vibrant-colored striped dresses, cycling jerseys and lame dresses – is letting fashion-driven buyers purchase six ready-made garments from its collection displayed on Sunday. After the unveiling on Facebook and Instagram, shoppers were able to buy the items immediately after the show at LFW, which will be delivered to them in the next few days.