The fashion industry largely operates on the model that requires the brands to estimate the number of pieces they will sell,which is incredibly unsustainable and unreliable. Considering the amounts of textile going to waste every year, this practice is highly damaging for the planet. Instead of relying on the estimates, the pre-order system follows the actual demand for each item produced. By minimizing the risk of new clothes going to waste, it presents a far better environmental choice. With the conventional model being highly wasteful, the on demand production is a good alternative. Taking into consideration the real customer demand, the brands can directly reduce the amount of leftover fabric, deadstock and also their expenses. Though there are great initiatives around the world that are working on reusing deadstock, it is far from a sustainable practice. The most sustainable thing to do is to avoid it in the first place. While the above reasons are great for the environment and the sellers, it is only a part of the story. The pre-order benefits you, the consumer, as well. Because there is a longer waiting time between buying and receiving the product, there is less chance of buying impulsively and perhaps regretting it later. The system encourages conscious and thoughtful buying instead. Even the psychologists agree that impulsive behaviour is damaging to us.
When the brands produce the clothes massively, especially in the overproduction scenarios, they are under the pressure to produce it quickly and cheaply. Apart from this being an ethical issue, it can hinder the quality of the items. The opposite is in the pre-order system. Since the brands know how much they need to produce, they can plan properly, avoid the time pressure and guarantee the best quality.
HALIMA operates with a pre order-On demand production system, so every item is produced exclusively for its buyer. Instead of relying on the selling estimates, the pre-order system follows the actual demand for each item produced. By minimizing the risk of clothes going to waste, it presents a far better environmental choice.
This way we support a sustainable fashion business model that respects environmental laws, workers rights and also guarantees the best quality. And maybe this slower and more gently procedure will make us fall in love with fashion all over again.