As some major brands still toy with the see now, buy now business model to drum up excitement and impulse purchases among its customers, Madewell is one of the rare breeds in the retail sphere that has cracked the code with its seasonal lookbook launches. And while Madewell’s latest release isn’t available to shop just yet, the brand is allowing “Insider” customers to pre-order pieces from its Fall 2018 lookbook online as part of its loyalty program for the first time ever.
“Our loyalty program gives us the opportunity to identify our best customers and reward them for engaging with us by giving them a first-look at a new collection, online pre-order opportunities and access to exclusive product,” Libby Wadle, President of Madewell, tells Fashionista. “It’s essential for us to deepen our connection with those customers so we can foster a community that creates a feedback loop with them and steers the brand in the right direction.”
For fall, Madewell explores fashion’s new go-to source for aesthetic inspiration, the American Southwest, which is translated in the collection’s earthy color palette. Some pieces also tap into a few popular, Instagram-favorite trends, like faux fur jackets, berets and checkerboard print, though they still exude Madewell’s expertise in stylish subtlety. Our favorites? The jumpsuits (especially in corduroy), handbags and quirkily-striped knits.
See Madewell’s Fall 2018 lookbook in the gallery below, which will start to launch online for all customers on Tuesday, July 31.