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iPads replace cameras and notebooks around the catwalk

Matt Warman | Feb. 18, 2013
Models on the catwalks at London and New York Fashion Week are now surrounded not just by the great and the good of the world’s glossy magazines. Increasingly, the iPad and the iPhone are the devices that record each show, and technology in general is used to bring a global audience closest to the action.

All of this means that on the high street it makes growing sense for retailers to equip their shops with tablets, too. Reiss has just kitted out every retail store with an iPad, launching a collection online before it appears in store for the first time. Customers in stores which don’t have an item in stock can order it online. As it still counts towards their sales targets, staff are happy. At the top of the market, Spencer Hart has used Samsung Galaxy Notes to mark up its bespoke suits.

Jeremy Langmead, editor-in-chief of, the men’s equivalent of designer fashion retailer Net-a-porter, argues that the shift to technology is fundamental, and accelerating: “Whether it’s posting pictures from the front row of shows on Instagram or tweeting images of high profile attendees, iPhones have certainly replaced the traditional notepad and digital camera.”


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