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A seemingly simple question — “when should we produce?” — actually encompasses profoundly different ways of conceiving, organizing, and selling fashion.
Behind every garment we wear lies a strategic choice: produce in advance or on demand? Plan seasonal collections or respond to immediate demand? Invest in large inventories or minimize stock?
In recent decades, the fashion industry has undergone radical transformations in its production models. Understanding these evolutions is not just a technical matter: it means understanding how our way of consuming fashion has shaped — and continues to shape — the entire sector.
1. The Traditional Luxury Model: Seasonal Planning
For decades, the beating heart of luxury fashion was the fashion calendar.
Milan, Paris, New York, London: Fashion Weeks set the rhythm for the entire industry. Maisons showcased their collections six months before they hit the selling season. Buyers selected pieces for their stores, placed orders, and only months later did the products arrive in retail.
This model was built on several pillars:
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Long-term planning: each collection required months of design, prototyping, and production
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Exclusivity and anticipation: customers had to wait for items to become available, creating desire
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Total quality control: long timelines enabled meticulous craftsmanship
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Significant investments: producing in advance meant tying up capital
Traditional luxury valued slowness as a guarantee of quality. Every piece was conceived, made, and distributed according to timelines that respected the complexity of the creative process.
But this system also had clear limitations: rigidity, difficulty adapting to sudden shifts in taste, and the risk of unsold stock at the end of the season.
2. The Mass Production Revolution: Large Inventories and Push Distribution
In parallel with scheduled luxury, from the 1980s–1990s onward a radically different model emerged: globalized mass production.
Large fast fashion brands built empires based on:
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Extreme economies of scale: producing millions of units to cut costs
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Offshoring: shifting production to countries with extremely low labor costs
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Large central warehouses: stockpiling huge quantities to supply stores quickly
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Push sales: pushing products into stores regardless of actual demand
This model democratized fashion, making it accessible to everyone. But at what cost?
The side effects have become increasingly evident:
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Devastating environmental impact: overproduction, huge waste, pollution from intercontinental transport
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Problematic labor conditions: exploitation in producing countries
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Declining quality: durability sacrificed to cut costs
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Chronic surplus: tons of garments destroyed each year
Mass-market fashion made everything available, immediate, and cheap — but also turned clothing into disposable goods, fueling unsustainable consumption.
3. The Italian Pronto Moda: See Now, Buy Now Before It Existed
Italy developed an alternative, original model: pronto moda.
Thanks to concentrated textile districts (Prato, Carpi, the Naples area), many Italian companies adopted a different approach:
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Short supply chains: producers, workshops, and retailers located close together
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Fast, flexible production: moving from design to boutique in a few weeks
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Minimal inventory: production driven by immediate market signals
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Quality and Made in Italy: speed without sacrificing craftsmanship
This model essentially anticipated the idea of See Now, Buy Now: seeing a garment and being able to purchase it almost immediately, drastically reducing the time between conception and sale.
Italian pronto moda proved it was possible to be fast without being “fast” in the negative sense. Speed did not have to mean low quality or exploitation.
Still, this model had limitations: it worked mainly on a national or regional scale, required specific local infrastructures, and didn’t easily adapt to global markets.
4. Made-to-Order Production: A Tailoring Tradition Reimagined
Today we’re witnessing the return of a centuries-old model: producing only after an order is placed.
It’s the model of traditional tailors, now reinterpreted by sustainable companies using contemporary tools:
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Zero waste: produce exactly what has been ordered
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Customization: each piece can be adapted to the customer’s needs
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Structural sustainability: no unsold stock, no inventory to dispose of
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Perceived value: the customer knows they are receiving something made specifically for them
This model overturns the logic of production: you don’t produce to sell — you sell, and then you produce.
The environmental and economic benefits are enormous. But it also requires:
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Customers willing to wait
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Flexible production capabilities
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Excellent supply chain management
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Transparent communication about timelines
5. Today: The Coexistence of Models
In 2025, all these models coexist and influence each other.
Some luxury maisons experiment with See Now Buy Now capsules alongside traditional seasonal shows. Fast fashion brands introduce made-to-order lines to reduce waste. Sustainable companies balance on-demand production with small strategic inventories.
There is no longer a single winning model. The challenge is to find the right balance between:
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Speed and quality
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Immediate availability and sustainability
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Economic efficiency and social responsibility
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Scalability and customization
The Regenesi Approach: Made to Order + See Now Buy Now
At Regenesi, we have chosen a hybrid model that combines the best of both worlds.
Made to order for personalized projects
When we work with B2B companies or customers who want to regenerate their own materials (as in the Regenerate Your Jeans project), we produce exclusively on order.
Why this choice?
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It enhances uniqueness
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It eliminates waste: we produce only what already has a recipient
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It enables co-creation between customer and artisan
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It maximizes sustainability: no stock, no unsold goods, no surplus
See Now Buy Now for our ready-made collection
At the same time, we maintain a selection of already-made products available in stock and ready for immediate shipping.
Why this choice?
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It meets urgent needs: those with limited time can receive their order in days
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It highlights Italian craftsmanship: each piece is handmade
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It uses regenerated materials: bottles, leather, fabrics, cans, paper already transformed
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It offers concreteness: the product exists, you can touch it, verify its quality
This hybrid approach allows us to:
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Serve customers with different needs (urgency vs. personalization)
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Maintain high artisanal quality in both cases
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Guarantee structural sustainability (upcycling + zero waste)
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Offer flexibility without compromise
Conclusion: Production Timelines and Values
The choice of a production model is never just a technical or logistical matter.
It is a declaration of values: what do we consider important? Absolute speed or quality? Immediate availability or customization? Economies of scale or sustainability?
At Regenesi, we believe it is possible to build a model that does not sacrifice any of these elements. Made to order and See Now Buy Now are not in contradiction: they are two different responses to legitimate needs, united by the same focus on quality, Italian craftsmanship, and material regeneration.
Because ultimately, what truly matters is not only when we produce, but how and why we do it.
Discover our B2B See Now Buy Now availability
Handcrafted products made from regenerated materials, ready to ship.
Minimum order €500, with dedicated terms for businesses.
FAQ: Frequently Asked Questions About Fashion Production Models
What is the See Now Buy Now model?
It’s a production approach in which the items presented are immediately available for purchase, drastically reducing the waiting time between presentation and sale.
What is the difference between pronto moda and fast fashion?
Italian pronto moda is based on short supply chains and artisanal quality while still maintaining fast turnaround times. Fast fashion prioritizes huge volumes and extremely low costs, often at the expense of quality and sustainability.
Is made-to-order production sustainable?
Yes, it is one of the most sustainable models because it eliminates waste: only what has already been sold is produced, reducing the risk of unsold inventory to zero.
How long does made-to-order production take at Regenesi?
It depends on the complexity of the project. For personalized B2B projects, timelines vary based on the materials and processes required. For See Now Buy Now products, shipping takes place within a few days.
Can I combine made-to-order and See Now Buy Now?
Absolutely yes. Many companies choose ready-made products for immediate needs while simultaneously starting bespoke projects for future collections.