The New Fast Fashion: Buy Halston on Net-A-Porter 24 Hours After Show
The term “fast fashion” has taken on a new meaning and it’s not limited to high street chains anymore. In a groundbreaking move, online giant Net-a-Porter has taken the initiative to deliver products to customers faster than the chains can copy them. Along with the relaunch of Halston, Net-a-Porter will have two key pieces available to customers within 24 hours of the label’s February 4 runway show. This is a major departure in the cycle of fashion where it takes several months for runway fashion to hit store shelves, giving plenty of time for high street stores to knock off styles and offer them at lower price points.
“This is offering a luxury brand a lifeline in an age when the high street chain will deliver their product to customers faster,” said Natalie Massenet, chairman and founder of Net-a-porter.com. “We are allowing a luxury brand to reclaim the right to sell to the customer first. We are only doing it with two looks, but hope that we are offering a glimpse to brands that we can change the fashion system and say, ‘We can get the product to the customer, because we can market and distribute in the world.’”
Net-a-porter will offer two Halston looks: a daytime shirt dress for $1,495 and an evening silk dress for $1,795 with same day delivery in London and New York and anywhere else in the world the day after.
[via WWD]
