Pre-collection for dummies


I feel like all I have done for the past few weeks is eat, sleep and breathe pre-collection. If I’m not ogling Georgia Jagger at Chanel Cruise in St Tropez, I’m getting to grips with Phoebe Philo’s year-round furs for Celine or lusting after the just-dropped pre-fall collections in stores and online. Pre-collections have been around for donkey’s years but only recently has there been all the hoopla more usually associated with ready-to-wear. So why all the fuss now? I brought this up with Luisa de Paula, buying director of My-wardrobe.com who shed light on the matter. What I learnt…

ONLINE FASHION RETAIL HAS BOOSTED DEMAND FOR ‘PRE’
The immediacy of online has fuelled a buy-right-now culture. The ‘new in’ section of any etail site is always busiest because that type of customer wants the most up-to-date fashion. The appeal of ‘pre’ for buyers is it fills a gap between spring-summer and autumn-winter or autumn-winter and spring-summer. While most of us are still shopping the sales, the ‘buy-right-now’ customer is craving newness and shopping pre-fall or Cruise. Pre-collections ensure that ‘new in’ never stops delivering.

PRE-COLLECTIONS HAVE A BIGGER SELLING WINDOW SO BUYERS LOVE IT
Due to timings, pre-collections are on the shop floor for longer that RTW collections. This gives them a nice long stretch of about 6 months before the mark-downs begin. Buyers therefore make more money on full-priced pre-collections. “Pre-collections are a must and we want more of them, because it gives you longer to sell it,’ says de Paula. “Otherwise it’s a race to sell it before it goes into sale.”

CLIMATE CHANGE MEANS PRE-COLLECTION NOW HAS A DIFFERENT PURPOSE
In the past, the Resort and Cruise collections were so-called because they were aimed at jet-set customers travelling to warmer climes for the winter months and mostly consisted of beachwear and cocktail dresses. Now with a climate that has less-defined seasons, the purpose of ‘pre’ has changed. It’s become more about seasonless dressing, wearability, layering and understated pieces and less about trend-led statement-makers.

FASHION INFLUENCERS LIKE PRE BECAUSE IT’S NOT OBVIOUS
The trouble with ‘it’ pieces from RTW collections is they quickly become over-exposed. Do you really want those Prada chandelier shoes when they’ve been on every B-lister’s feet and copied by Primark, Peacocks and Dorothy Perkins? Wouldn’t you rather have a less identifiable piece from a smaller collection? Apparently ‘yes’ say the early-adopters.

EASY-TO-LAYER PIECES ARE THE SUCCESS STORIES OF PRE-COLLECTIONS
Luisa de Paula raves about Vivienne Westwood’s Anglomania line, a consistent best-seller of My-wardrobe’s pre-collections. DKNY also sells well. Their common quality is jersey – a perfect all-year-round fabric for layering as the temperature requires.

New in from My-wardrobe’s pre-collections:

McQ Alexander McQueen dress, £270

Paul & Joe Sister stripe dress, £108

Vivienne Westwood Anglomania scarf dress, £296

Paul & Joe print dress, £348

Vivienne Westwood Anglomania red print dress, £408

[Main pic: Celine pre-fall, Style.com]

Related Posts Plugin for WordPress, Blogger...
This entry was posted in Online shopping, Trends. Bookmark the permalink.

9 Responses to Pre-collection for dummies

  1. My Republic of Fashion says:

    Really like the Vivienne Westwood dresses.SarahD

  2. Elena Vasilieva says:

    loved the coat, absolutely gorgeous

    http://elenavasilieva.blogspot.com/

  3. fashionbite says:

    Love the post!

  4. The Very Simon G says:

    It's interesting isn't it? I can see people like Mrs B from Browns loving the 'pre' collections, not the younger e-tailers. I personally love them, but still think they are just obvious money makers inbetween seasons. Are they just the discards from the RTW collections?? lol Love the post! x

  5. jd says:

    Great post.
    Best fashion blog out there, no contest. Love it!

  6. WendyB says:

    I was just in a store looking at some leather and fur…too soon!

  7. K.Line says:

    What I really like about these is that they are all very different, but all of them chic – and wearable!

  8. Anonymous says:

    Really love the blog, love the posts – but really not impressed with the FUR love… DRG – I thought better of you!

  9. Rollergirl says:

    Sorry anonymous, I am not at the stage of being anti-fur YET. I don't buy it but I do like to look at it. And I have some old pieces I still wear when it's cold enough. But thanks for commenting – year-round fur is a bit bizarre…

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>