BUY-NOW BANDWAGON: Oliver Spencer will join the see-now-buy-now conversation on Tuesday with a runway show during the London women’s collections, in partnership with digital app Vero and British GQ.
The British men’s wear designer, who already presented his spring collection during London Collections: Men in June, will showcase a curated edit of brand signatures, as well as limited-edition fall 2016 pieces.
The show will take place at Brewer Street Car Park, the official London Fashion Week venue, attended by members of the press and customers, who have been invited by the brand in an effort to open the catwalk experience to the public. The event will also be live-streamed on both the British Fashion Council and the British GQ web sites.
Key pieces will be available to purchase during and right after the show from Spencer’s profile on Vero and GQ.co.uk.
Vero is a social platform that allows users to curate their audiences and tailor the information they release to specific groups. In some cases they can even sell via the app. The app’s buy-now feature provides the option to purchase using Apple Pay or credit cards.
Spencer has already been using the platform to share the music he has been listening to, behind-the-scenes images that capture his pre-collection creative process, and his favorite hangouts in London. He said he wanted to create a retail show that would appeal to consumers and industry members alike.
“I was blown away by the huge potential of the platform and wanted to be a part of it. It got me thinking about the best ways to showcase the buy-now technology. I wanted to host a show, but one with a difference and the result is a retail show in the truest sense for both consumers and press.”
This is the second partnership Vero has embarked on during London Fashion Week. Alice Temperley has also teamed with the social media platform to deliver a trio of designs from her spring catwalk show held on Sunday. They include a printed dress, embellished jumpsuit and an embroidered top sold exclusively via the app’s “buy-now” feature.
“Buy-now enables fans of the brand to purchase items directly from their feed,” said Vero cofounder Ayman Hariri.