Tom Ford and Tommy Hilfiger are among those that have followed British fashion house Burberry in making new styles available to buy immediately.
Most shows are now live-streamed and featured on social media.
That has prompted some labels to show designs for the coming autumn/winter rather than next year's summer ranges.
Not having to wait for glossy fashion magazines to feature the latest designs has helped to make consumers less content to accept delays of several months before they can buy them.
