Virgin Hotels and Gap will now let guests order room service clothing

So you've checked in to your hotel room and are unpacking your suitcase when you realize that you forgot to pack the dress shirt you just picked up from the dry cleaners. Or you didn't bring any shoes that don't have Chuck Taylor's name stitched on the tag, or you somehow misplaced your flutter-printed sleep romper. For guests at the Virgin Hotel in Chicago, shopping for clothes is as easy as opening your MacBook or scrolling through a smartphone app. Richard Branson's newest property has just announced a partnership with Gap, which would allow guests to select items they'd like from the store's website and then have them hand-delivered by the hotel's concierge.

The Reserve In Store program is similar to what Gap.com offers any of its customers: the ability to place the styles and sizes of your choice on hold until you can drag yourself to the mall to try them on. But for Virgin Chicago guests, they don't have to go to Michigan Avenue or State Street to either of the two Gap stores that are participating in the program.

Tricia Nichols, Gap's Global Lead of Consumer Engagement and Partnerships said: 

Traveling can be full of unexpected surprises – weather, lost baggage or you just want something new. Through this partnership, our goal is to provide shoppers convenience, ease and on-trend fashions, all through the touch of a button.

The hotel promises that the entire process – from double-clicking to concierge delivery – will take no longer than three hours. And if you're not in your Chamber (as the hotel insists on referring to its rooms), the concierge will leave your new purchases hanging in your closet. It's a pretty solid idea, even if you're not a frequent Gap shopper, because if you are in a situation where you want or need something for an unexpected event or unplanned delay, you don't have to try to fit a trip to the nearest retailer into your already stressful day. Plus, I'm sure we can expect that other hotels – and other retailers – will borrow this idea, and soon. Now if only the concierge could pick up a couple of Cinnabons from the food court...