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River Island Offers Even Faster Fashion With New Delivery Service

London-based high street fashion brand River Island is now letting customers achieve close to instant gratification with a new three-hour fashion delivery service.

The retailer debuted the new shipping model last week during a River Island fashion show at Virgin Australia Melbourne Fashion Festival, according to Australia’s The Age. Those in attendance at the show were able to purchase looks right off the runway from smartphones or tablets, and e-tailer The Iconic would deliver the goods to their home or office within three hours.

The idea is that if you see something you like while perusing the site on a lunch break, you can have it at your desk or door in time for after-work drinks.

Because the fashion show was also live streamed, those tuned in were also able to take advantage of the speedy delivery service in Melbourne.

River Island marketing director Josie Roscop said, ”It makes it really easy to fall in love with fashion because you can see it, buy it, and have it delivered within three hours,” The Age reported.

The Iconic-operated delivery service is already up and running in Sydney, and the Melbourne launch was specifically timed with the fashion festival and the opening of a new warehouse in Victoria.

The River Island fast fashion delivery service is sort of a nod to the Net-a-Porter model where style-savvy shoppers in the U.S. can purchase a look online and, with Premier shipping, have it delivered within two hours. There is also an option for consumers to select a nominated date for delivery up to seven days in advance.

As consumers continuously seek the same instant gratification of shopping in stores from their online experiences, retailers will have to deliver on that need for convenience and immediacy.

Kate Spade Saturday, a new line under the Kate Spade New York brand, also tapped into on-demand delivery when the retailer offered a temporary service allowing shoppers to buy from touch-screen windows outside of the store and have the item delivered anywhere in New York or Brooklyn within an hour–even if she were at a picnic in Central Park.

Adam Jacobs, managing director and co-founder of the Iconic, told The Age that so far with the new River Island three-hour delivery, ”We see a strong uptake on Thursday and Friday, when shoppers are browsing the website at lunchtime to pick an outfit to have delivered to take home for the weekend.”