If you’re quite familiar with online shopping, then you must be aware of those agonizing days where you wait for your order to actually arrive. Gucci and online shopping platform Farfetch are on track to change that with a new service that promises to deliver your designer duds within just 90 minutes. The feature, called F90, or Store to Door in 90 Minutes, will launch in London, Paris, Madrid, Milan, New York City, Los Angeles, Miami, Dubai, Tokyo, and São Paulo.
“Time is the new luxury and one that we all want more of,” said José Neves, chief executive and founder of Farfetch.
Here’s how it works: After placing your order via Farfetch’s website, a sales associate at your local Gucci store will organize your Alessandro Michele-designed goodies. Then, a courier will make a beeline to your apartment (or anywhere you happen to be experiencing a fashion emergency) to deliver your package. Trying to order a package in New York City will set you back about $20 in a delivery fee, though the cost varies from city to city.
“This service represents the type of new service level that the luxury fashion industry needs to embrace in order to meet the ever-increasing expectation among luxury customers today,” said Marco Bizzari, Gucci president and chief executive.
And do note this: Other luxury e-commerce destinations like Net-a-Porter do offer same-day delivery in select cities, but none so far offers deliveries as fast as 90 minutes in quite as many cities.