Solving one of fashion’s biggest problems – overproduction, Farfetch has launched a new pre-order system while teaming with ten brands to overcome this grave issue.

As luxury fashion brands are now looking for alternatives to find a solution to this problem, this premium e-commerce platform has taken a step to address this overhauling issue with the pre-order feature. This allows customers to place orders four weeks after purchasing in order to minimise the overall fashion waste.

Several covetable brands such as Balenciaga, Nanushka, Off-White™, Palm Angels, Oscar de La Renta, Khaite and many more are a part of this new initiative, which starts from August 25, 2021, onwards.

Customers also have access to new season products before their release, while allowing brands to focus on the bestsellers ahead of time.


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By adapting to the consumer’s buying patterns, the problems of overproduction are abandoned through this mechanism, with customers now purchasing without any issues regarding their carbon footprint, as brands now keep a tab on their inventory.

Jamie Freed, global vice president of Farfetch’s private client division said, “For now, the clothes available for pre-order have already been made, with orders shipping four weeks after they are teased on the Farfetch website. Down the line, however, Farfetch sees the service as a sustainability play.”

As the global pandemic has made consumers more aware of their purchasing decisions, Farfetch has adopted a rather ethical approach to fit with their positively conscious measures.

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Feature image: Instagram @khaite_ny