No longer filled with an orange and some candy, Christmas stockings have become an appetiser to the main unwrapping event, boasting premium items like designer socks, gift cards and collectibles. With greater importance now placed on these smaller gifts, how can brands maximise their impact?

Push for a pizza, swipe for a cleaner and tap for a taxi. The rise of apps like Uber is facilitating the culture of ‘I want it, and I want it now’. For digital-savvy city-dwellers from London to Beijing, everything you need – from your dinner to a ride home – is just an app away.

The thrill of anticipation is no longer appealing to people, who are far more fond of instant gratification. For the first time since the inception of the online shopping era, standard shipping has fallen behind next-day delivery in the UK, setting a new norm for a society that expects everything on demand.

They say good things come to those who wait – but for those hunting haute couture, the six months between seasons can be a bit of a drag. All that is about to change as the ‘see now, buy now’ model establishes itself in the luxury fashion scene. Could this be the industry’s ‘Uber moment’?