The pre-ordering model helps both the environment and designers from over production and this is how it works. A pre-order is held before a product is made and available for purchase. The clients see a product, then orders it. Products from Lola Starr to the customer will be received within 2-4 weeks, you will receive an email to update you on the process.
In the fashion industry, this model has been growing more and more. A great example of pre-ordering model in action are trunk shows. In these events, you can see a runway or exposition of their clothing, and after that, pick the ones you loved and order them.