Fashion retail businesses are under pressure to tackle the dire sustainability issues which are facing the industry – and luxury online retailer Farfetch is doing just this. The company has just announced the launch of a new initiative, one which it not only hopes will help it compete with its many competitors, but one which will go towards tackling fashion waste.
The company has launched a pre-order service, which will allow customers to order from designers before the clothes have hit the shelves. The service is launching with the likes of Balenciaga, Khaite, Off-White and Oscar de la Renta.
Although the clothes for this first pre-order have already been made, the idea in the long term is for the service to be used pre-production, which will allow brands to minimise waste by creating exactly as much as is desired. In theory, this will help brands to manage their inventory and production far more efficiently and ultimately, reduce waste.
To reiterate the conscious nature of this new service, Farfetch has shot it via a completely carbon-neutral campaign – and this is just one of the many initiatives the retailer has launched in recent months in order to try and find a new, more sustainable approach to luxury shopping. As well as embracing resale and partnering with restoration services, it also created a sustainability calculator to help shoppers make better decisions.
If you would like to pre-order an item from Farfetch's service and one of the 10 brands currently involved, head this way.
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