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.
We have seen in the past that many brands faced production and manufacturing delays during the initial COVID-19 outbreak. And the trend we see in the market now is the emergence of delayed styles and collections that should hit the market last year, just before the start of the discount season. These problems can be solved by pre-ordering and offering greater brand visibility in the market. This tool helps brands enable their customers to buy products through digital media and secure them more quickly.
We also offer t-shirt design manufacturers a customized solution where your customers can design their favorite t-shirts with digital solutions. Like pre-orders, custom tools allow shoppers to choose their outfit, personalize it, visualize it, and then proceed with the final payment. And when users design their t-shirts, the software shows them the cost of the customization process. This tool has the best features to customize your shirt using different options like collar shape, cuffs, sleeves and back, pockets, sinkers, pleats and pants. Users have the option to choose the fabric based on their needs. This tool provides consumers with additional features to make shirts stand out, which attracts custom shirts. Add your body type and get a virtual idea of how the shirt will suit you best. We develop tools where customers choose fabrics, designs, accents and sizes. This tool gives buyers the freedom to design t-shirts according to their current needs without consulting the designer or paying additional fees. Here we have provided additional features to choose a body type according to your personality, add an image according to your face color, and choose a style that suits your business meeting, pub, mall, airport or park, and you can get started.
Brings less risk to the table:
Pre-ordering is less risky for retailers and manufacturers as it helps them minimize financial investment. That way, they can easily buy more products because they don't have to buy and handle physical inventory, and designers don't have to create them either. It also increases the ability for new brands to expand their collections and experiment and see what works for them. In addition, large stakeholders will be willing to invest in their brand because they do not need to invest all at once for a growing brand. With the pre-order model, you basically don't have to pay anything. All they have to do is invest to get you to their platform and market your brand. However, there is one problem with the pre-order selling approach: the potential for returns and cancellations. People don't know when they will get their post and when they have the opportunity to cancel, they choose it because they already regret it. As a result, brands need to keep their supply chains running smoothly and operationally or have to face intense competition. And it depends on whether a brand can actually produce the goods it is looking for, whether it meets the requirements. In addition, the clock is always ticking from the moment the clothes are ordered to the delivery.
However, brands can solve this problem. The key is to provide customers with lots of product details and keep the communication going. Brands may contain videos and other information about product sizes.
Brands are responsible for creating transparency among buyers, and they can do this by ensuring products are accurately described in the products they are trying to buy. In the digital age, the focus on product landing pages cannot be lacking; As a result, many brands are bombarding a lot of information on product landing pages. This gives the buyer great decision-making power because he knows everything about the product he is buying and the burden is now on him. In the same way, a return policy can be managed by providing all the information about an item and what and when it can be returned. Especially in the era of digital customers, this can be a miracle, as the majority of e-commerce shoppers are millennials and Generation Z and can decide to buy.
In addition, pre-ordering allows brands to more accurately match costs to sales and avoid guesswork; Brands only produce what they are paid to do. This results in a relatively slower growth pattern, but allows for earlier profitability. The downside is that this is not a model that attracts great interest from investors. VCs in particular are looking for high-explosive brands that can make huge profits in a short period of time. This style of growth is often detrimental to creating a sustainable fashion company.
Offers digital sampling:
We live in the digital age and it would be unwise not to use the latest technology to drive sales. Digital technology is the biggest advantage for brands as they have to present their products or designs through virtual portals. Because there are pre-order collections in practice, fashion brands with fashionable technology solutions can bring new innovations and attract more buyers. Digital native brands like DressX and Threedium are helping many fashion houses to display digital items and accessories on their models. It also gives brands ample space to create new designs and show them to other buyers, helping them build their own skills.
Brands can also ask influential people to choose their favorite clothing designs which can later be digitized. Influencers can work with brands to create an image of themselves in digital clothing. It also helps to clarify and expose that clothing is digital, which can create transparency and trust with shoppers. Many leading brands are looking at the new projects these new brands have started and this is just the starting point where digital fashion is becoming part of the business model. And as more brands are embracing digital clothing as an integral part of the supply chain, making more 3D underwear is at the core of the brand's future business model. And it would be inevitable to stand aside.
The challenge, however, is to hire people with these skills, although new courses and counselling will emerge to fill the fashion gap. But you don't have to worry because these skills can be developed once the new era technology is fully implemented. Once you have those 3D assets, you can sell your business in a completely different way. As a result, Marks & Spencer, once a suit and formal wear destination, has shifted to everyday fashion and no longer sells suits in most stores. While it doesn't offer digital clothing or pre-orders, it can succeed in the fashion market using the same technology. While the brand has completely evolved from the negative reactions it suffered during the pandemic, it can always incorporate these new solutions to drive sales. And as most of the larger corporate stores continue to sell costumes, they can use the space to innovate and rediscover the latest digital trends. Retailers focus on categories like pants and shirts, which drive higher sales through virtual technology.
Zalando's case can inspire other brands to fear not and join the flow of digital solutions. The e-queue giant recently announced a partnership with design platform Not Just a Label to introduce the new brand to its customers. The deal comes as Zalando continues to strengthen its presence in the luxury market segment. The online retailer will launch more than 50 modern luxury and modern brands on its platform in 2021. These brands include Missoni, Christopher Kane, 032C, and Mansur Gavriel.
Meet environmental requirements:
Pre-orders are very eco-friendly as they help brands control their overproduction. The planet is also suffering from the excess of clothing produced by brands, and it ranks second to Forbes in its "Making Climate Change Modern" report. It is stated that the clothing and textile industries are the biggest polluters in the world. In addition, about 15% of the fabric intended for clothing falls on the cutting room floor. So doing other clothes that don't sell is very detrimental to our planet. Pre-ordering also makes sense here, as it allows brands to reduce the waste of ecosystems by the fashion industry. Because, as mentioned above, there will be no overproduction. In addition, after ordering, they can calculate how much fabric and other consumables were used, with information on the quantity, size, color, etc. ordered.
In addition, brands can also include a certificate stating that the brand is sustainable and that its negative impact on the planet will be reduced. For example, the International Fur Federation, which represents and regulates the global fur sector, has introduced Furmark, a comprehensive global certification and tracking system that ensures animal welfare and environmental standards. This is considered a "game change" for the fur industry as Furmark will offer swinging QR coded labels. They will help map the history of leather clothing, from farming to dress makeup to coloring, manufacturers and retailers using the ChainPoint tracking system. The International Leather Federation worked closely with luxury conglomerate LVMH and other major brands to develop the Furmark label to ensure that all certified products are traceable, verified and guaranteed to meet recognized standards.
Summing up:
In short, the pre-order sales approach has the potential to overcome most of the worst points of fashion brands, especially as consumers continue to advocate slower, more conscious models. Plus, buyers are always willing to wait weeks for delivery if that means the garment has been carefully crafted. Similarly, the online t-shirt design software iDesigniBuy allows brands to take advantage of trends and offer something their customers will cherish forever. Personalization solutions allow brands to offer new unique designs to their customers and personalize their t-shirts to their liking. It also allows fashion houses to monitor their production processes as this tool helps reduce clothing waste and triggers buyers' emotional bonds with products, they have passionately designed for themselves or their loved ones.
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