Banana Republic turns the runway into real shopping

Banana Republic will treat Fashion Week attendees to a new type of fashion show, one that lets shoppers buy items straight off the runway.

The Gap (NYSE:GPS) brand will offer a select number of limited-edition pieces following its Fall 2016 showing at New York Fashion Week on Feb. 13. Six styles will be available ranging in price from $100 to $300 apiece, according to Women's Wear Daily.

Banana Republic isn't the first to sell looks to consumers from the runway—Jeremy Scott sold select items from his spring 2016 Moschino collection and Rebecca Minkoff will re-stage her spring 2016 collection so customers can immediately purchase pieces.

Retailers and brands are battling fast fashion houses that can knock off runway looks well before they reach stores. The rise of social media and mobile technology are making it easier for brands to go direct to consumers, making the runway more of a realway.

Minkoff in particular has been early to embrace new technology. Her new flagship stores feature in-store innovations in the form of digital displays and magic mirrors that adjust fitting room lighting and suggest items.

For more:
-See this Women's Wear Daily story (subscription required)
-See this Yahoo! News article
-See this story from the Hollywood Reporter

Related stories:
Gap to test fast-fashion model
Gap to dabble in fast fashion
Gap to shutter Piperlime brand
Rebecca Minkoff merges digital, physical
Rebecca Minkoff: A glimpse of the future or technology trickery?

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