Brazilian brand Triton first to make #SPFW collection available for online pre-order

Triton became the first Brazilian brand to sell straight from the runway this week; enabling consumers to pre-order its autumn/winter 2013 São Paulo Fashion Week collection while watching online.

According to Vogue Brasil, 30 select pieces including  jackets, blouses, skirts and trousers could be purchased, with delivery promised in February 2013 – at least 10 days ahead of the main store drop. While not quite at the speed of Burberry or Topshop with their six-eight week options, it’s a step forward for the digitally-savvy, but somewhat e-commerce shy, South American market.

Triton was encouraging consumers to sign up for the exclusive opportunity via its Facebook page ahead of the event on Monday, October 29. “Even better than watching the Triton show live, is being able to buy what’s on the catwalk, right?” it posted on one occasion. On another it emphasised the limited number of items available, and the ability to buy at the exact same time as the models walked out.

It directed people to a microsite that now shows the YouTube video of the show, a section from which to buy the collection, and a number of additional columns underneath tying in all the social media conversations around the event.

Colcci similarly made its collection available for pre-order during SPFW today.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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