Press commentary on a pre-order business model and transparent messaging during COVID-19. Read the article.

“There are also potential pitfalls associated with it too — especially for brands that rely on many partners to get their products to customers. “There’s the risk of if they spend their money and the stuff doesn’t arrive — how do they issue refunds?” said Richie Siegel, founder and lead analyst for retail consultancy Loose Threads. This is an especially precarious position for companies that don’t have control over manufacturing. Still, in these economic uncertain times, Siegel added that pre-orders do work for certain brands as long as they’re super careful. “It’s very much a transparency and communication thing,” he said.