Relying on growing slow consumption trend, luxury brands and retailers are selling collections only on pre-orders, says a Women’s Wear Daily report. As Lisa Aiken, Fashion Director, Moda Operandi points out, pre-orders help emerging designers maintain zero inventory levels; and change the attitude of designers towards delivery speedy as clients are willing to wait for months if they receive a quality piece, she adds. In fact, now traditional wholesale retailers such as Net-a-Porter are also jumping on the pre-order bandwagon by extending services to wider public. The company’s website offers key runway pieces from designers like Chloé, Dries Van Noten, Carolina Herrera, Gabriela Hearst and Etro

Retailers make informed investments

As per analysts, pre-orders give retailers access to valuable data to make more informed investments in seasonal products. They analyze pre-order data to inform the seasonal buys. For instance, Rosie Assoulin’s ‘Thousand-In-One-Ways’ sweater from her pre-fall trunk show allowed the brand to make deep investments with high confidence. Pre-orders also help retailers engage with their customers directly and tackle cash flow issues. They know the exact quantity of goods orders which does not leave them with unsold stock. Similarly, customers do not have to deal with sold out issues on a chosen product.

Eradicates wastes and supports cashflow

Buzzy British label The Vampire’s Wife has always offered pre-order for special, high-demand styles, like the emerald green Falconetti dress worn by the Duchess of Cambridge. The brand believes pre-orders allow independent brands to try out new styles without a huge financial commitment. It helps them understand their customers’ desires. The efficient model eradicates overproduction and waste and supports cashflow and planning, especially during the pandemic, says Leonardo Lawson, President of the label.

During the pandemic, the brand extended its pre-order strategy to a new line of masks. It helped the brand to sell around 1,000 masks in less than 15 minutes. Though it used the same couture finishes from its dresses on the masks, its customers pre-ordered and waited up to one month for new styles, Lawson added. While the customers believed they were receiving something special, the brand’s direct-to-consumer business was supported by this model.

Financing factory expenses

Footwear designer Havva Mustafa has also been adopting the pre-order system to help gauge which pieces customers are connecting with the most. The system enables the designer to finance factory expenses, explains Mustafa, who aims to achieve a balance between pre-orders and instantly shoppable online drops. Hence, pre-orders allow designers to optimize creativity and give consumers more choice options.