What: Fashion retailers and brands are embracing faster delivery as consumers are becoming more demanding such as a new on-demand app that makes deliveries in 90 minutes.

Why it is important: Faster delivery models are appealing to customers and give retailers the opportunity to keep up with pure players but are expensive and complex to offer.

A startup in London has created a bike delivery service that makes deliveries from fashion stores within 90 minutes or less.

The goal of the app is to help brick-and-mortar stores keep up with digital pure players.

While customers are attracted to faster delivery, these delivery models are expensive and complex and also introduce a risk of cutting corners on service to achieve speed. The impacts that ultra-fast delivery can have on the environment also need to be taken into consideration.

Other examples of ultra-fast delivery in fashion and beauty include Farfetch, which offers 90-minute delivery in select cities, and a service called FastAF, which delivers beauty and health products in under two hours. Marks & Spencer offers same-day clothing delivery as consumers’ expectations are changing to expect same-day delivery.

In order to maintain service quality and achieve higher satisfaction levels, retailers should focus on the importance of offering flexibility. Customers should be able to choose the delivery time and day and also have the ability to reschedule the delivery.

Does fashion need 90-minute delivery?