Can Need It For Tonight fashion succeed where on-demand grocery has stalled?

Co-founders Simone and Roxanne Oloman launched Need It For Tonight (NIFT) in June after being tired of not being able to get clothing as quickly as you can get food. A new fashion marketplace that will deliver your clothing order in under 90 minutes was the pair’s solution to frustrations surrounding deliveries.

In a bid to make delivery more sustainable and offer real-time tracking to avoid missing your all-important order’s arrival, NIFT is home to a variety of brands and independent boutiques across London.

So, is on-demand fashion going to take off in the same way as grocery did? And can it maintain an upward trajectory after an initial boom?

Inspired by Deliveroo

NIFT co-founder Roxanne Oloman says the duo’s idea for the marketplace was born from a need to find the Deliveroo equivalent within fashion.

“It started as I had an event planned out with a group of girls and I decided to order this particular bag to top off my outfit and unfortunately it didn’t arrive on time. I was trying to frantically find alternative ways to get this bag but I didn’t have the time to actually go and get it and bring it back.

“I said to Simone: ‘I wish I could get a Deliveroo rider or an Uber driver to get this bag and bring it back to me’. It was then that Simone was working in retail tech and we started to research and have a look at a Deliveroo equivalent within fashion.

“There were different services but they were very much partnered with Chanel, Gucci and not everyone could afford them every day. Those services were also bringing in-store services directly to your door; it wasn’t a simple and quick drop-off. That is when we realised there really was a gap in the market.”

With consumers let down by late deliveries and many now buying into premier next-day delivery subscriptions to give them more immediate options, NIFT could be the answer for those in a rush to look good.

On-demand is no longer in demand

Despite NIFT being inspired by on-demand grocery, success depends on how it can navigate challenges along the way. On-demand grocery’s initial boom soon turned into a downward spiral as a result of the rise of competition.

As it axes jobs, Getir is now focusing on five key markets – the UK, US, Germany, the Netherlands and its home market of Turkey – after withdrawing from France, Italy, Portugal and Spain, demonstrating an inability to continue its original momentum. Will it be any different for fashion?

GlobalData apparel analyst Louise Déglise-Favre thinks is it unlikely that on-demand fashion apps will achieve the same level of attention that on-demand grocery gained at its peak.

“I don’t know if there is the same demand as there would be for food. It is quite rare that you need a fashion item right there and then as there are not that many scenarios where you would want to dress within the hour,” says Déglise-Favre. “I’m not sure how big the demand is for those types of apps.

“Using it in a rental capacity is one way to go about it because maybe you would need an outfit for an occasion. The type of need is similar between rental and on-demand fashion as it is usually for specific events. It makes more sense to blend the two together because fashion isn’t a necessary item in the same way food is.

“I’m not sure how big it can get. I don’t see a flurry of competition popping up in the same way there was for on-demand grocery apps.”

She adds that it makes sense for one platform such as NIFT to fulfil the demand rather than several apps attempting to dominate.

Speaking about the challenge of avoiding being a one-hit wonder or quickly declining, Roxanne says NIFT entering the market at the right time is key to the continued success of the platform.

“A couple of years back, there was this huge influx of different food delivery platforms and it did become really saturated. NIFT is maybe one of a few platforms that offer same-day delivery so I definitely think we’ve entered the market at the right time when nobody else is really doing that,” she says.

Can NIFT keep the wheels turning?

With shoppers turning to more planet-conscious ways of shopping, sustainability efforts are essential for NIFT to stay successful.

“That focus on sustainability is key and that is not only down to the transport that we use but down to our brand partnerships as well. We are not partnering with fast-fashion brands as everyone is trying to shop more consciously,” says Simone.

“If you think about all the restaurants on Deliveroo that you would never have heard of if it hadn’t been for the platform, in the same way, we really want to replicate that in the fashion industry.”

She admits that agility is going to be the key to success for the new marketplace app and says the business is eyeing the use of AI to enhance its practices and build on its offering.

A senior fashion retailer told Retail Week that on-demand fashion is very difficult to do and the concept works more within the luxury space where shoppers are prepared to spend more. They also said it is a limited proposition as it only extends to a few postcodes, rather than being able to reach a wider audience.

They added that despite it being more realistic for higher-priced products, apps also face the challenge of needing to offer a whole array of brands.

Despite it being early days for NIFT and a seemingly bumpy road ahead, Simone says the initial response has been “really positive” from customers and retailers.

If NIFT can continue to widen its portfolio of brands, nail delivery tracking and target the correct shopper, there is every likelihood that it will come out on top.