See now, buy now

The days when you had to wait for months to purchase an outfit you saw at a fashion show are quickly becoming a thing of the past. Alice Ritchie reports.

For an industry driven by a desire for the new, the months-long delay between seeing a new collection and having it in your hands was always frustrating. But this is increasingly becoming a thing of the past.

British luxury brand Burberry on Monday put on sale its entire September collection as soon as it was previewed on the London catwalk, days after Tom Ford and Tommy Hilfiger made similar moves in New York.