Farfetch has teamed up with 10 leading fashion brands to launch a pre-order service, allowing fans to get their hands on the latest released before they are even launched.
Off-White, which is owned by the online retailer, alongside Balenciaga, Oscar de la Renta, Palm Angels and Nanushka have all reportedly signed up to the new pre-order service.
This will allow fashion aficionados to preview items a whole month before they launch and pre-order their selections for the coming season.
Initially all the clothes available for pre-order will have already been made, but Farfetch says the initiative could soon allow it to provide a “true pre-production proposition”, allowing brands to manage production based on demand.
“When we think about what this will evolve into for the longer term, we really think of it as an industry solution, for us to be able to offer a way in which to create a more conscious way of shopping so that our brands can better match supply with real consumer demand,” Farfetch’s global vice president of its private client division Jamie Freed said.
“When we thought about how we would bring this to life, we didn’t want to restrict it just to our best customers.
“We wanted to take a really democratic approach to this…benefit that customers have actually said that they want from us.”
New products will be added to its pre-order service every month, and the first collection is now available to purchase on Farfetch’s website.