Consumers were able to order items from House of Holland’s spring 17 collection directly from its catwalk show at London Collections Men, for delivery within 24 hours.
House of Holland Blippar
House of Holland partnered with image-recognition app Blippar and courier firm Freight Brokers to offer the service, which is currently only available in London.
Customers could use Blippar’s “point and click” technology to point smartphones at an item they like, use the camera to identify the item and pull it up on screen, choose the size and colour, and complete the purchase, for delivery the next day.
Ben Keisner, sales director at Freight Brokers, believes this type of service could be scaled up in the long term, but warns those outside of the capital may have to wait to see the benefits.
“If you’re doing it within London, it’s really straightforward,” he said. “But if you wanted to deliver further afield, you would need major courier companies like DHL and Fedex on board – and they would only offer competitive prices if there was a guarantee of bulk ordering.”