Startup unveils Buy Now button allowing the fash pack to buy clothes straight from the catwalk

Social media startup Vero’s new feature allows anyone with the app, whether watching at home or from the frow, to instantly buy the clothes they see during London Fashion Week on their phone

Startup unveils Buy Now button allowing the fash pack to buy clothes straight from the catwalk

Modern consumers want it all – and they want it now. Taking advantage of this trend, Amazon launched its Dash buttons in the UK in August, enabling people to order their favourite products with a single push of a button. Now, hot on the heels of Amazon Dash, social media platform Vero has unveiled an app that essentially allows fashionistas to do the same thing on their phones.

The new Buy Now function was unveiled yesterday as a part of a partnership with Temperley London, a fashion brand, and enables people to purchase limited items from next season’s S/S 17 collection within the social media app. The function was open to both the audience at the show and people watching it at home via livestream.

Commenting on the new function, Ayman Hariri, co-founder at Vero, said: “Offering people new ways of discovering more from trusted brands and artists in an advertising free environment is a big part of what we’re trying to achieve with Vero and Buy Now enables fans of Temperley London to purchase items directly from their feed seamlessly and naturally.”

The announcement follows last week’s revelation that while those in possession of sartorial savvy may eagerly anticipate the latest designs, they’re not on-trend when it comes to online shopping. Instead of buying their clothes via their phones like the majority of Britain’s online shoppers, they prefer to shop on desktop. It remains to be seen whether or not Vero’s invention will affect this at all.

Nevertheless, the new function reveals that even the fashion industry is under pressure to conform to the instant gratification generation of consumers.

Eric Johansson
Eric Johansson

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