Understanding what shoppers want and what products they want has become an uphill task for fashion brands over the past year. They tested the waters by presenting various new collections on different platforms, but this did not live up to their expectations. This results in the disposal of already manufactured garments, causing major brand loss and serious damage to the environment. This is why apparel companies are turning to fashion technology to develop solutions that allow them to bring the latest fashions to their customers and help them reduce overproduction. Similarly, custom shirt design software provides solutions for customizing clothing brands and allows them to customize their outfits based on their preferences and personality. And because customers design their clothes, they stick to their clothes more and have fewer opportunities to throw their clothes away. In this way, help fashion companies produce what their customers want and control their production.
Clothing design software helps clothing brands solve the problem of overproduction:
Consumer preferences have changed dramatically over the past year. They need a fashion collection that is sustainable - yet modern that doesn't hurt, either for the environment or for the fashion industry's income. They strive to adapt to brands that suit their fashion sense and dynamics. For some brands, it no longer matters whether their sustainable clothing is on sale or not. We've seen in the past traditional models sold by multi-brand retailers or mass-produced struggle to survive the grim COVID-19 landscape.
Similarly, traditional seasonal patterns are fading as shoppers are inundated with new looks from various clothing brands. Although in the past this was always an advantage for the big players; However, in a changing landscape, the trend seems to have lost its position. Evidence shows that more than 100 billion articles are written each year about manufactured clothing and its negative impact on the environment. Many experts emphasize that nearly 20% of clothes remain unsold. Brands regularly overproduce due to issues with accurate stock valuations that have escalated during the pandemic. And excess clothing is often given away and in the depot if it is never sold. Overproduction is not only bad for the environment, it also means losing money on products that are not sold. As a result, fashion brands are increasingly looking for solutions that will help them overcome the problem of overproduction.
As a result, new business models emerge that help companies grow their businesses. Pre-orders are one of the sales models that are gaining a lot of influence with shoppers, as they can view products on digital portals and place orders if they wish. Pre-orders are gaining momentum - and the role models of influential people wearing digital versions of this season's must-have new fad can be key to effective marketing.
New-age business models allow shoppers to prepay for products they receive days or weeks later. What may sound like fashion shows and other events by leading fashion brands has a whole new meaning in the digital age. Luxury brands such as Moda Operandi and Telfar have advocated this approach online, doubling their show business during the pandemic and hosting a series of virtual shopping events where customers visualize collections early on and interact with real-time designers. On-demand mode helps brands attract more customers as it now allows shoppers to shop directly from the collection lines shown in practice. In fact, major retailers like Net-a-Porter have made big bucks with their revolutionary new approach to selling. Last February, legendary British retailer LN-CC began working with brands like Di Petsa to produce goods on demand. Brands such as The Vampire's Wife, Paskho, Ultracor, Khaite, Kitri, and Misha Nonoo have already started offering pre-orders to their customers directly. These brands use pre-orders to reduce manufacturing and secondhand costs, achieve profitability, increase their DTC sales, and increase their durability in good faith.
New sales methods are essential to address growing concerns about overproduction in the fashion industry. In addition, McKinsey has predicted in 2019 that bookings and pre-orders will become mainstream as the transition to a direct-to-consumer (DTC) model. And all of this is happening at unexpected and unprecedented times, as pandemics strike again and again.
The brands mentioned above have adopted the pre-order selling model as their sole business strategy or this has been an add-on approach for some time. But it's a great start for breaking away from traditional business models that don't benefit fashion houses, buyers, or the planet. In addition, this model has helped many clothing companies generate more revenue than they expected in a short period of time. Here's an example from Prabal Gurung and Antonio Berardi, who attributed 20-25% of their sales to pre-orders and special sales over the past year. While the broader environmental impact of pre-ordering is more difficult to assess and pre-ordered products can still land in the trash, the amount of unsold inventory that goes directly to landfill can be reduced to zero.
Let's take a look at the many factors that drive fashion brands to take a pre-order sales approach for maximum traction in the industry:
Provide incentives for business:
Incorporating a pre-order selling approach allows retailers and manufacturers to collect useful data and use it to make more informed decisions. This can help brands better establish themselves in an ever-evolving landscape. In addition, this strategy can also help invest better in seasonal purchases, resulting in higher sales and less unsold inventory at the end of the season. This helps brands better plan future projects and gain insights from consumers. instead of just dominating. In addition, the brand has a little free time before immediately returning to producing the ordered product. You can use this time to learn more about the production cycle and create more designs that buyers will love. Farfetch, for example, does not produce clothing in real time; Some of his clothes are at the end of the production cycle and are in the process of customs clearance or on their way to a distribution center or wholesale door. Unsold buyers or rejected buyers after delivery are shown in a new visualization for the upcoming season.
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