Report: Online giant brings one-hour deliveries to London’s Fashion Week

Amazon is putting Fashion Week couture items into Londoners’ hands within an hour.



Amazon is partnering with designer Nicola Formichetti to offer one-hour delivery to London-based Prime customers. Available items were originally featured on the catwalk during a London Fashion Week fashion show on Saturday night, according to Reuters.



The initiative coincides with the online giant’s “see now, buy now” strategy — a program where Amazon makes clothes seen in catwalk shows quickly available to consumers. The program rivals efforts made by other brands, including Burberry, Topshop and Tommy Hilfiger pursuing similar strategies, the report said.



Prime members throughout Europe can also take advantage of the service. However, these customers will receive deliveries within 24 hours, according to Fortune.



This is Amazon’s latest move to create a foothold in the fashion category. For example, the online retailer continues to introduce private-label fashion lines. One of its newest, introduced in July, is called The Fix — a shoe and handbag line that features trendy designs, including satin slides, colorful sneakers and mules, studded flats, and floral-embellished boots, among other looks.



Amazon has also recently launched Prime Wardrobe, a subscription-based program that enables Prime members to members to order (and try on) from three to 15 items of clothing before they actually buy any of the items — with no upfront charge or added fee. Shoppers can keep the merchandise for seven days, returning unwanted pieces and paying only for the items they keep.