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One of fashion’s biggest experiments right now is see-now, buy-now collections, and Madewell’s getting in on the trend for fall. Instead of releasing a lookbook in March when Madewell presented its collection to magazine editors, the brand decided to hold back on publicizing the images until now.
Today, Madewell released its fall lookbook on Pinterest, Facebook and via newsletter, right before the clothes hit stores on July 26th.
The whole collection is available for pre-order now. It’s all wide-leg cropped jeans, clogs, lace-up sweater dresses, and oversized coats gussied up with Pintrill pins.
The entire 29-look collection can be pre-ordered by emailing email@example.com or calling (866) 544-1937. (However, you won’t be able to find out pricing or delivery information until you contact the brand.) Everything’s numbered so that it can be easily identified to a customer rep.
Once ordered, clothes will be sent out as soon as they become available. Half of the lookbook is fall, which will be in stores and shipped on July 26th. The other half is winter, and that’ll be delivered in October.
Joyce Lee, Madewell’s head of design, told Racked via email, “Since many of the items from the collection are limited quantites, pre-ordering is the best way for customers to ensure that they’ll get their hands on them.”
If nothing else, the “see now, buy now”/pre-order option is good for trying to get some hype going well before pieces even make it into the mall.
Madewell is also hoping that its customers will respond to the idea that they’ll be able to order the clothes the very moment they see them for the first time — instead of checking out a lookbook online, then waiting for months until that collection is finally available.
That focus on getting shoppers to take action immediately is what’s driving Tory Burch to sell tracksuits right off the runway and Burburry to show its first “instantly shoppable” collection in March, and now Madewell is trying it out too. Will sister brand J.Crew be next?