Aurora Fashions, the group behind womenswear chains Warehouse, Coast, Karen Millen and Oasis, is to launch 90 minute delivery slots in what it claims is a fashion first.

Aurora group multichannel director Hash Ladha told delegates at the Drapers Fashion Summit this morning that the business would launch the delivery option for a “premium” price in ten conurbations in the UK.

He claimed that Aurora would be the first fashion group to offer the service and that it would offer Aurora’s customers the flexibility to get product whenever and wherever they wanted it.

Ladha, who joined Aurora from etail giant Asos seven months ago, heralded the death of traditional marketing and said that “there is only one brand now, and that is the consumer”.

Offering the convenience of multiple ways to order and receive product was the future of fashion retailing, he said. Retailers should open up their inventory, he added.

“If we have got it anywhere, we have got it everywhere,” he said.

He added that it was essential that retailers and brands “go out and ask what the customer what they expect of us”.

He said that brand advocates – customers and social network users who recommend and feedback on products - were “priceless”. “They are the ones that talk about brands in a really positive way and who really engage with the brand. We should focus on creating an experience and brand advocacy,” he said.