Tom Ford Fall 2016

INSTANT GRATIFICATION: has unveiled a “show and shop” concept that allows customers to buy the latest collections from Tom Ford, Tommy Hilfiger and Burberry straight from the runway.

Live-streams, shoppable video and real-time coverage will be available on the German e-tailer’s web site and its social media channels for those brands. The first of the show and shop collections is Tom Ford, which was available to purchase this morning starting at 4 a.m., a few hours after the designer’s show.

“It gives more choice, and allows brands and retailers to have an immediate customer response,” said Michael Kliger, president of Mytheresa.

“We need a mixture of instant delight next to the excitement of anticipation. Consumers that watch live-streams of runway shows online or watch the posts on Instagram are likely looking for instant gratification. We strongly believe that the see-now-buy-now strategy will create additional sales as it allows true impulse shopping and the feeling of being first.”

Mytheresa’s homepage currently shows the show and shop logo, and is offering a large selection of the Tom Ford collection, including gold-plated earrings and cuffs, a sequin-embellished dress, leather belt, fur jacket, velvet blazer, and a host of bags, shoes, tops and trousers.

Last year, Mytheresa created a fully responsive web site that works on any device the customer uses. On a desktop, the new design allows for the display of  higher-resolution pictures. It also relaunched its iOS app, with Kliger saying at the time that mobile traffic would “clearly dominate” in the years to come.

Nearly half of the retailer’s web site traffic comes from smartphones and tablets, and at the time, Kliger described the relaunch as “a fundamental shift in how we offer our services across all devices. Users are now able to reach our content faster with a refreshed design that automatically adapts.”

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