Faster Than the Rest
Technology has obviously helped with the process of removing “normal” barriers of time. Starbucks with their Mobile Order & Pay allows you to place your order and pay ahead on the smartphone Starbucks app - walk into the store and without waiting in line, pick up your order and off you go. Many movie theaters are taking steps to minimize moviegoers’ time finding seats and parking spaces in order to maximize the movie going experience by offering reserved seating online ahead of time.
The fashion industry has responded to the need for moving faster than normal and historic means by embracing the new “see-now-buy-now” approach that allows for customers to order items right off the runway. Brands like Tom Ford, Burberry, Diane von Furstenberg, and several others have launched these programs. In a recent press release Ford said, “In a world that has become increasingly immediate, the current way of showing a collection four months before it is available to customers is an antiquated idea and one that no longer makes sense. Our customers today want a collection that is immediately available.” New technology, market trends, and changing social attitudes have brands catering to customer demands in an unprecedented manner. Today you can acquire nearly any item like a vintage Rolex watch from MrPorter.com the same day or order any service like a private jet charter with the swipe of a finger, and have practically anything you desire customized to your preferences.