Topshop launched its long-awaited collaboration with London Fashion Week designer JW Anderson. Topshop invited its customers to use app and barcode technology to buy limited-edition pieces from Anderson's collection.
Throughout this week the store's sales assistants have been handing out digital catalogues. From today customers can make purchases by scanning the catalogue barcodes with their iPhones.
While Asos operates a similar service, Topshop's "Scan to buy" move is a first for the British high street.
Those who attended fashion shows at Somerset House were also invited to get their JW Anderson fix by scanning a giant barcode wall in the courtyard - how exciting!?
All purchases made will be delivered to the customers over the next 24 hours to five days depending on their choice of service.
Anderson, 27, began his career as a menswear designer and is one of Fashion Week's brightest young stars. He has a tomboyish approach to design, so he counts Alexa Chung amongst his fans.
A new partnership with Facebook will allow Topshop customers to purchase clothes directly from the catwalk when it live-streams its fashion week show on sunday ( see my previous post)
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