A model uses a smart card embedded in a mobile phone to buy a Coke from a vending machine at a press conference last year in Tokyo.
Ralph Lauren was one of the first designers to offer mobile shopping.
Net-a-porter shoppers can shop the latest arrivals or read the magazine via iPhone.
The Tokyo Girls Collection fashion show attracted more than 20,000 visitors in September 2008.
The attendees at the Tokyo Girls fashion show can use their cell phones to
purchase clothing on the runway.
More than 20 affordable brands showed at Tokyo Girls in fall 2008.