pre-ordering, a solution to consume less?

Some clothing brands are trying a new model: online pre-ordering. The principle is to launch the manufacture of an article only when the customer has ordered and paid for it. The concept seduced a couple. “When I confirm my order, it tells me an estimated delivery. […] You have to be patient”, assures the client. So you have to wait two months to get your clothes. The pre-order slot must end, to this is added the time of preparation.

A limited carbon footprint

A brand, a pioneer in pre-ordering, has just set up its pop-up store in Paris. However, it is impossible to leave with the clothes. If the article is not suitable, the customer can be reimbursed. The brand has already sold more than a million pieces since its creation in 2016. Pre-ordering allows it to limit cash, storage costs and overproduction. The brand also plays on its limited carbon footprint by producing in Europe. However, the pre-order system has drawbacks. Some brands have come back.