2023-07-09 05:30:09
Some fashion brands apply the “pre-order” model. The customer buys his clothes without trying them on. Normal, since they have not even been manufactured yet. The confection is only launched once the order has been placed. A way to fight waste.
Laure and her companion have all their clothes on a few shelves, regarding ten bought each year, most of them on pre-order. In this system, sales are punctual and parts are limited.
“You have to connect very quickly. It has already happened that certain models have passed under my nose during sales on Instagram, when there were only a few fabrics left”, explains Laure in the 7:30 p.m.
Custom product
Valais designer Camille Rausis sells her creations through a pre-order system. “Each piece is made to measure. The client will have to wait, up to a month, to receive her piece,” she says.
For the designer, it’s a way to limit waste, storage costs and to fight once morest what she calls “fast fashion”.
“We no longer need things, we buy because it’s there, because it’s not expensive and, followingwards, we throw away because it doesn’t hold up following two washes,” she laments.
>> Read also: Fast fashion ‘uses dreadful marketing strategies to get young people hooked’
Association with a giant
Last year, Camille Rausis teamed up with knitting machine giant Steiger Participations in Vionnaz (VS) to create a wool sweater. A human but above all economic challenge for this company accustomed to working with internationally renowned houses.
“The quantities for Camille were small. The price of purchasing wool was therefore very high, which was going to impact our working time and our hourly cost and the cost of tailoring for Camille”, points out Nathalie Guinnard, the manager. marketing and digital communication for Steiger Participations.
“We fought to get a reasonable price. We weren’t going to sell a sweater on the internet in French-speaking Switzerland for 500 francs,” she says.
Sold for 219 francs, the sweater quickly found buyers. Pre-ordering is attracting more and more customers, but the economic model is yet to be found.
Charlotte Onfroy-Barrier/ami
1688884476
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