How Pre-Order Could Change the Fashion Game

While scrolling through my Instagram feed I came upon a post by NakedVice - a Melbourne based label I adore - announcing that they will be moving to a Pre-Order only retail model. A spark went off inside my head - this just makes sense - why isn’t everyone else doing this?

Why switch to Pre-Order?

It makes sense for fashion brands - they know precisely how many pieces will sell prior to production.

It makes sense for the environment - over produced stock is a massive factor contributing to landfill. A more sustainable retail model is needed.

It makes sense for buyer - more and more of us are environmentally and sustainability conscious + we also love saving money while getting precisely what we want.

How does it work?

Unlike the traditional retail model, when you buy on Pre-Order the item will only be produced once you have completed the purchase. Yes, the production and the shipping may take a little longer than usual, but by now we are all used to waiting for 3 weeks for our online shopping (AusPost processing times have been pretty shocking), so what’s an extra week anyway?

A brand will be able produce the precise amount of stock that will sell - no more, no less. No need to discount, have outlet sales, dispose of unsold stock in landfill. No need to flock up massive costs of production without the certainty that the collection will sell - risk business assets and take out loans.

For the buyer, it means that “that top in your size” that everyone wants will never sell out before your pay day - you will be able to get your hands on the exact model, color and size that you are dreaming of.

How do you save money?

The fact that a portion of the stock is likely to be significantly discounted later on in the season is usually built into the market price of an item. Pre-Order could be the perfect opportunity for brands to price the stock somewhere between full and discount price permanently. In this sustainable retail model a brand maintains profitability while all of us enjoy cheaper prices.

Let’s face it, if you are anything like me, you probably won’t stop shopping altogether. However, our better, more sustainable shopping habits can change the way products are made, the quantities these are produced in and the impact the fashion industry has on our planet.

Just as importantly, knowing there is a wait for your purchase will mean that you will buy less impulsively - what you actually want, need and will wear long term - invest into quality pieces that are worth the wait.

Do you think you will buy better with Pre-Order? Let me know your thoughts!

Lots of love,

Lena