ASOS is trialling a same-day delivery service, available for a limited time in select London postcodes.
Dubbed ASOS Instant, the new service is available to customers who place their orders before 10am between Sunday and Friday.
The speedy service ensures that your package will be with you that evening, between 6pm and 10pm.
Naturally, this VIP offering doesn't come cheap, adding an additional £12.95 to your order.
Though ASOS Instant is currently only available to 122 London postcodes, the online retailers plan on rolling out the service in other major British cities in the coming months.
“ASOS has a history of innovation - in our use of technology, our trend setting fashion, and in the best-in-class delivery and service propositions we offer our customers,” said Matt Rogers, delivery solutions and returns director at ASOS.
“We are excited about the introduction of ASOS Instant and will continue to explore new options that add convenience and choice for ASOS shoppers.”
ASOS attracts 146 million visitors each month and the new service is likely to put them in better stead alongside competitors, who have adopted similarly fast-fashion initiatives in a bid to appeal to the increasingly changing habits of digital consumers, who want things instantly.
Net-a-Porter offer same-day delivery for orders placed before 2pm in London, New York and Hong Kong.
The luxury online retailers also launched a “you try, we wait” personal shopping service in September, which enables “extremely important customers” (known as EIPs), to try their same-day order clothes on while the delivery courier waits to collect any unwanted items and return them.
Amazon’s version of a similar service is called “Prime Wardrobe,” which gives shoppers the opportunity to order clothes with no upfront charge so they can try them on before committing to a purchase.
'Tis the age of fast fashion indeed.
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