However, in practice, a number of designers are focused on selling their ranges online immediately after their shows. For instance, UK menswear designer Oliver Spencer allowed customers to order items via an app following his London Fashion Week Autumn/Winter 2016 show. We see the demand for choice and immediacy that always-on connectivity engenders as a principal driver of this trend. Demand for in-season, on-trend product is a trend that is here to stay. Many fashion names, whether positioned in the mass market or at the high end, will need to reshape their supply chains to cater to shoppers’

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