What is a delivery window in fashion wholesale?
The agreed period within which a brand must ship ordered goods to a retailer.
In short
A delivery window is the agreed period within which a fashion brand must ship ordered goods to a retailer. Each wholesale order line is tied to a window, and retailers plan floor space, staffing and marketing around those dates.
How does it work in practice?
When collections are presented, brands assign each style to one or more delivery windows, often matching the season's drops. Buyers choose the window when placing their order, and it is recorded in the order confirmation together with the start and cancel dates. The brand plans production, shipping and warehouse capacity to meet these dates. If goods are ready early, the retailer may refuse to receive them before the window opens.
Why does it matter?
Retail calendars depend on product arriving at the right time. Goods that arrive late have fewer weeks to sell at full price, which harms sell-through and margin. That is why late deliveries often entitle the retailer to cancel the order or request a discount. For brands, reliable on-time delivery is a key part of being a trusted supplier and directly affects future order volumes.
How is AI changing it?
AI improves delivery reliability by predicting supply chain delays before they happen. Models monitor production progress, shipping times and supplier performance, and alert teams when a window is at risk. This allows brands to reallocate stock, split shipments or agree new dates with retailers proactively. AI can also help design delivery windows that balance store needs with production capacity.
Common pitfalls
- Agreeing windows during selling without checking production lead times.
- Shipping early without the retailer's agreement, which can trigger refusals or chargebacks.
- Poor communication about delays, damaging trust with key accounts.
- Using too many narrow windows, which raises logistics cost.
Frequently asked questions
What happens if a brand misses the delivery window?
Depending on the terms, the retailer may cancel the affected order lines, refuse the delivery or ask for a discount to compensate for the shorter selling period.
What do start ship and cancel dates mean?
The start ship date is the earliest day goods may be sent. The cancel date is the last day, after which the retailer is entitled to cancel the order.
