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Pre-ordering is an emerging business model in luxury fashion, which provides consumers the opportunity to pre-order new collection products immediately after fashion runway shows and helps retailers collect pre-ordering information for updating demand forecast. Based on our observations of industrial practices, we established stylized analytical models for a supply chain consisting of a luxury brand (supplier) and a retailer. In addition, we explore the consequences of pre-ordering for the supply chain, its members, and conspicuous consumers. 

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