The fast fashion route to your door

Championed by high street chain Oasis, it's offered to both online customers and, more recently, those shopping from a set of iPads located within the fitting rooms of its newly refurbished Argyll Street branch. For £10, customers can get their purchases delivered to their home instead of waiting in line to pay for them.

A similar service is offered by Karen Millen, Warehouse and Coast, which all promise to deliver items to their customers within the tight time-slot.

The new service is aimed at time-poor Londoners and is set to take off during the Christmas party season. "We launched the service because we understand that our customers want to buy something and have it as quickly as possible," says Hash Ladha, group multi channel director of retail chain Aurora, "Ninety minutes allows you to have a pretty instant fix."

The Aurora chain - the business behind Oasis and Karen Millen - relies on courier company Shutl and software firm Eagle Eye Solutions for its express deliveries. Shutl, which offers a similar service to those shopping at Argos and toy website Huggle, picks up the product from the customer's nearest store rather than from a central distribution centre. This is what cuts down the time.

While the likes of Oasis and Warehouse are clearly ahead of their game, Net-A-Porter shoppers can already choose to have their items delivered before 8pm on the same day. Topshop shoppers must be more patient and wait until the next day for their shopping to arrive.

It's unlikely to be long before the rest of the retailing community attempts to get up to speed. Though they've got a lot of catching up to do. "Our fastest order saw the customer receive her items within 15 minutes," says Ladha.

Now that really is fast fashion.