The pandemic has exposed fashion’s ongoing issues with waste and overproduction, but advance pre-orders could be an effective way to avoid excess and create only what the consumer demands. The question is: Are shoppers willing to wait?
, a small-batch organic cotton label made in Bali.
“If I could literally do everything on pre-order, I would,” Cora Hilts, the founder of Rêve en Vert, adds. “I think it’s such an incredibly powerful tool for teaching consumers to wait and to be more patient. I don’t think you order things as off-the-cuff if you know you have to wait a month for them.” She’s exploring pre-order opportunities with other labels, like Bali-based, which makes activewear using natural fibers and botanical dyes.
It also highlights that when we feel good about who we’re supporting and where we’re spending our money, we’re likely to be more sympathetic to those little inconveniences. Perhaps it comes down to trust; I personally know the women behind Dôen, but even if I didn’t, I’d hardly expect their little label to function like a slick corporation. I’d rather wait a bit longer for something I feel great about than receive an item in two days that’s of dubious quality.
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