“See Now, Buy Now” from the  London Fashion Week

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It’s clear how Amazon is taking advantage of today’s “culture of instant gratification,” by offering services like drive-up grocery pick-up sites, Instant Pick-up points near school campuses, Treasure Truck, Dash Wands, a shoppable social network, a delivery locker system and even an ultra-fast 2-hour delivery, which all encourage impulse buys.

Now, Amazon is testing out a “see now, buy now” strategy by partnering with designer Nicola Formichetti to offer a one-hour delivery on items shown on the catwalk during London Fashion Week.

The Nicopanda brand is known for colorful street wear, which is definitely what millennials are all about these days.  The collection available for one-hour delivery includes a hoodie, a long sleeve tee, bomber jacket, leggings, oversized scarf and a clutch bag.  Of course, the service is only available exclusively for Prime Members in London.

“Nicopanda’s designs immediately turn heads,” “We’re excited to bring such an exciting brand to our customers for the first time,” Susan Saideman, Vice President for Amazon Fashion Europe said in a statement.

Since the beginning of 2017, Amazon has been openly launching different services and private-label line, showing us that the online retailer is really serious in getting into the apparel industry.  The company was even granted the patent for on-demand fashion production.

So it’s won’t be a surprise if this “runway to your doorstep” program will expand and reach US consumers very soon.