Fast Fashion, Done Right: The Logistical Secrets Behind Need It For Tonight's Rapid Growth
- Bethany Sharp
- Apr 17
- 5 min read
Updated: May 1
In the fast-paced world of fashion, the desire for instant gratification often clashes with the realities of traditional retail and delivery. That's why we at Snazz the Edit were so intrigued by Need It For Tonight (NIFT), a service boldly reimagining how independent fashion brands reach their customers. NIFT's promise of rapid, localised delivery isn't just about speed; it's about empowering both emerging designers and style-conscious consumers in a truly unique way.
We spoke with the visionary behind NIFT (Simone) to understand the intricate workings of this groundbreaking platform. From the initial "aha!" moment to the complex logistical puzzles they've solved, their journey offers a compelling case study in innovation and a fresh perspective on supporting independent talent. For small business owners in the fashion industry constantly seeking new avenues for growth and customer connection, NIFT's story is a must-read. Join us as we delve into the challenges, triumphs, and key insights behind building a service that's not just delivering clothes, but delivering on a whole new vision for fashion accessibility.
1 - Need It For Tonight offers a truly unique and rapid delivery service for independent fashion brands. Could you walk us through the initial vision and the key logistical hurdles you faced in establishing such a swift and localized delivery network? What were some of the most significant challenges in making 'fast fashion' – in the best sense of the term – a reality, and how did you overcome them?
The idea behind Need It For Tonight “NIFT” came from a simple question: why isn’t it easier to access amazing, independent fashion right now - without compromising on style, quality, or sustainability? We live in a culture of immediacy, but fashion hadn’t caught up - especially when it came to supporting local and emerging brands.
Our biggest hurdle was marrying fashion with logistics and real-time technology - two worlds that traditionally don’t sync well. We had to create a new kind of infrastructure from scratch. That meant building the first live marketplace where real-time inventory from independent retailers feeds directly into our platform, enabling instant delivery.
We also invested heavily in real-time tracking. We wanted to eliminate the usual delivery headaches- missing packages, things left behind bins, wrong addresses. Accuracy, reliability and transparency became non-negotiable.
It wasn’t easy, but we overcame it by building our technology from the ground up - so we could control the experience end-to-end. That foundation is what lets us move fast, stay flexible, and offer something truly different!
2 - Partnering with local and independent brands is central to your model. What are the key criteria and qualities you look for in a fashion brand that wants to join the Need It For Tonight platform? What advice would you offer to independent designers looking to make their brand appealing to a service like yours?
We love bold, contemporary brands. We look for quality, style, and alignment with our values - pieces that are made to last and designed with intention. It's not just about what's trending right now, it's about clothes that feel personal, elevated, and have real staying power.
My advice to independent designers would be: don’t chase trends - create your own lane. Build a clear identity and focus on consistency.
3 - Creating a service as novel as Need It For Tonight within the fashion industry undoubtedly requires a significant amount of innovation. What was the 'aha!' moment that sparked this idea, and what principles of innovation do you believe are essential for others looking to disrupt traditional models within the fashion space?
I’d been let down by deliveries more times than I could count - late arrivals, paying for express and it never showing up, parcels going missing. One moment really stuck with me: my sister called me very stressed on the day of an important event. Her outfit hadn’t arrived, and she didn’t have time to go into central London to hunt something down - she also didn’t want the chaos of it either!
That’s when I asked myself: why isn’t there an app that shows you quality, local options from great brands near you - and lets you get it delivered fast, like by bike? Where’s the Deliveroo of fashion? That was the ‘aha’ moment.
At the time, I was working for a conversational AI company, consulting with retailers. I saw firsthand how many were overwhelmed by delivery issues and customer complaints. That’s when it clicked - we weren’t just solving a problem for customers, but for retailers too.
The principle that drives us is intentional disruption. Not innovation for the sake of it, but to fix something real. If you want to shake up an industry, start with empathy. Understand the friction, the urgency - then build relentlessly toward a better experience.
4 - Marketing a service that's introducing a new way of consuming fashion requires a unique approach. What have been some of the most effective marketing strategies you've employed to raise awareness and drive the adoption of Need It For Tonight? What key tips or tricks would you share with someone launching an equally innovative concept within the fashion industry?
We’ve definitely taken a hybrid approach to marketing. For us, it’s always about asking: where do we meet the customer? Especially in the early stages, when you're working with tighter budgets!
We’ve leaned into pop-ups, fun street activations, and being physically present where our audience already is. Storytelling plays a big role - whether it's through a campaign, a live moment, or a social post, we focus on the feeling of why someone would want to use our service and shop with us, not just what it is.
We've collaborated with micro-creators, stylists, and local voices who can bring NIFT to life in an authentic way. And word-of-mouth has been massive - referrals, community hype, real people sharing what they love.
If you’re launching something new, especially in fashion, think beyond ads. Show up, be part of the culture, and make your brand felt, not just seen. It's about being scrappy, smart, and staying close to the people you're trying to serve!
5 - Looking ahead, what are your aspirations for the growth and evolution of Need It For Tonight? What impact do you hope to have on the independent fashion scene and the way consumers access clothing? For other entrepreneurs with ambitious visions, what key piece of advice would you offer based on your journey so far?
For us, it’s all about discovery. We want to encourage people to explore what’s in their area - to shop local, support independent fashion, and find pieces they genuinely love.
I always use Deliveroo as the example. There are so many independent restaurants I never would’ve heard of if it wasn’t for Deliveroo - and we want to create that same kind of moment in fashion. A platform that surfaces incredible brands and designers in your city, and gets their pieces to you fast. That’s the vision: making local fashion as accessible and immediate as ordering dinner. We don’t want people to have to compromise on quality to get things quick.
Long term, we see Need It For Tonight becoming the go-to platform for fashion discovery - championing small brands, reshaping how people shop, and shifting the culture toward intentional local style.
For other entrepreneurs with big visions: start scrappy, stay close to your customer, and don’t wait for perfection. If you’re a consumer based business, try to stay close and really lean in to those early, loyal customers - they're your sounding board, your biggest advocates, and often the ones who help shape the direction of the business. Listen to them, build with them, and let their feedback guide what actually matters.
Inspired by NIFT's focus on solving a specific customer pain point – the desire for immediate access to unique, local fashion – what significant friction points or unmet needs within your own customer journey could be an opportunity for you to develop a truly differentiating and value-added service?
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