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Fashion firms dither over instant shopping on the catwalk

Like Burberry, Mulberry has adopted the instant runway-to-shop model. Its linen suits, for example, unveiled during London Fashion Week last Friday, are already on sale, while most brands still present spring and summer looks in September and deliver them around March.


FASHION labels may be falling over themselves to court young, smartphone-wielding shoppers, but there's one millennial-inspired trend that is only catching on slowly: catwalk shows where clothes are available to buy instantly rather than months later.

The timing of product...

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