Pre order

As consumers we have become so accustomed to the option of next day delivery from brands such as ASOS, Zara and Next that the speed of delivery is now a factor we look for when making a purchase.

During Lockdown the restrictions imposed on suppliers, retailers and courier companies meant there was an inevitable delay when ordering online, given we had no where to go it was unlikely that any delays were too much of an issue, but speedy delivery isn't just about convenience, its to satisfy demand, the quicker a garment is in your hand, the less time you have to regret or reconsider.

Ever stood in a shop queue and they quickly open more tills? its not just to gain customer service points, its to avoid the dreaded “abandoned basket” customers who get fed up waiting and decide they can do without whatever they came in for. It happens online too, we have all done it, popped things in our virtual basket and then for whatever reason changed our mind.

So how about if you had to wait 12 weeks for your purchase, you saw it, liked it, handed over the money and then nothing, for 12 weeks. How would it impact the way you shop? I believe it would prevent all those knee-jerk purchases that you never wear. It isn't a new idea, it actually harks back to the days when people bought a lot of bespoke items from tailors and seamstresses, nothing was sold and collected on the same day, fabrics were chosen, measurements and payment taken and the garment was ready to collect a number of weeks later.

I tested out my theory recently, saw a blouse i fell in love with on Instagram, I enquired about the price and received a polite reply explaining it would be a 3 week wait as they are hand made in Spain, they would need my measurements and payment up front, i considered it momentarily but the concept made me want the blouse even more, the anticipation of receiving them is akin to Christmas, it feels as though I'm waiting for a gift, from me, to me. Isn't that the way shopping should feel?