Pre-Order and Coming Soon in E-Commerce: Examples of Execution and Recommendations

A while ago, I was exploring how “coming soon” is organized at Loewe. They had another drop in collaboration with On, and the collection was displayed on the official website before the actual start of sales.

Customer interest is fickle and unstable. Once you capture attention on the product page, it’s essential to convert it. Loewe missed the mark with execution — there was neither a pre-order option nor a "notify me" option for individual items.

Louis Vuitton, meanwhile, has the third TM drop displayed on the official website along with a “notify me about availability” option, which is a step toward conversion. What’s good is that the "notify me" feature is available for every single item, not just a general one for the whole collection.

LV also offers pre-orders for items from a different collection. But here lies a shortcoming. What is it?

Contents

1. Experience of 3 other players in fashion.

2. Experience with my own e-shop, 2Jour Concierge, which offers only made-to-order items.

3. Key recommendations for Pre-Order and "Coming Soon" strategies in e-commerce.

Let’s learn from the experience of other players in the market:

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