The trend cycle has conditioned consumers to constantly “need” new products, and they need them now. As in today. As in right this very second. Consumers have very little patience these days when it comes to receiving their new clothing items. God forbid you have to wait a week for a package to deliver- because by then the trend cycle would have already turned over.
Pre-order sales are normalized in many other industries; when it comes to anticipated books, movies, shoes, video games and electronics, waiting is all part of the game. So why can’t this be the case in the fashion industry as well?
There are so many sustainable benefits to pre-order sales. Let’s break them down:
1. It limits overproduction.
Imagine a universe where businesses don’t have to guess what demand is going to look like, because they don’t start production until they know for sure. Doesn’t it sound magical? If clothing brands adopt a pre-order sales strategy, there would be no such thing as overstock. Brands wouldn’t have to worry about unsold clothing sitting in their warehouse for months until they finally have to throw it away, contributing to the fashion industry's horrible environmental impact.
2. It makes it more affordable for small businesses to support a sustainable supply chain.
Speaking from experience, building a more sustainable supply chain from scratch is not easy or inexpensive. Pre-order sales can help businesses afford a sustainable and ethical supply chain, because this way they won’t have to front the cost of a bulk order in advance.
3. It promotes conscious purchasing decisions.
While some may think that the wait is the biggest flaw about pre-order sales, we think that it is an angel in disguise. It forces consumers to actually think before they buy: “Hey, would I actually still want this piece if I was receiving it a month from now?” If a piece is worth the wait, then it is likely worth the purchase!
4. There’s something charming about the anticipation.
You know when you take a photo on a disposable camera, but you have to wait until you get the film developed to see how the photo turned out? Once you finally get the photos, you look through them and think, “Oh my God, I totally forgot that I took that.” The waiting period just makes the experience of looking at the photos for the first time even more special. Pre-order sales have that same charm. Sometimes, good things take time, but the feeling of making a responsible purchase makes it worth it.
Besides, since when was coming fast a good thing?