E-commerce retailer The Design Republik, which launched this month, will offer shoppers a number of apparel sets for pre-order on the 8th of every month. Designed by two Australian veterans in the fashion industry, sets are available for $350 and shoppers can choose from a limited number of sets that coordinate with future and previous delivery options.
Traditional retailers sell apparel out of season, but founders Kate and Gary Wallace are taking the buy-now-and-wear-it-immediately approach, reported Women's Wear Daily. By manufacturing on consumer demand, the company could potentially eliminate waste and lower their financial investment.
"The existing models don't work," Kate Wallace, co-founder of The Design Republik, told Women's Wear Daily. "Dropping a heavy winter collection in the middle of high summer, especially in Australia where it's 40 degrees Celsius [104 degrees Fahrenheit] doesn't make sense. By the second week of April, the products are already heavily discounted."
She added that the process of doing a limited run, about 1,000 orders, will lessen the amount of unused garments.
Curated shopping, often highlighted in an editorial fashion, is a growing trend among online apparel retailers as consumers become increasingly inundated with a wide selection of product options and content to pick from. For example, earlier this week online luxury retailer Moda Operandi unveiled its new website offering shoppers exclusive videos and editorials that highlight various designer collections.
Earlier this year, the Lucky Group, owners of Lucky magazine, launched LuckyShops.com, a site with shoppable content and a curated assortment of merchandise from designers such as Kenzo, Marc by Marc Jacobs, Public School, The Row and Opening Ceremony.
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