MOQ is the smallest quantity a brand will accept on an order, set per style, per colourway, or across the whole order.
Sep 24, 2026
Minimums exist at several levels and they stack. A brand may require a minimum number of units per colourway, a minimum number of styles, a full size run on certain products, and a minimum total value for the order to be accepted at all.
A minimum order value (MOV) does the same job in currency rather than units, and is more common where unit prices vary widely across a range.
Minimums usually trace back to production economics, which is also why they bite hardest on pre-order ranges. Fabric is bought in rolls, dye lots have a floor, and a factory line has a setup cost that only makes sense above a certain run. Selling below that floor means producing at a loss or not producing at all.
They also serve a positioning purpose. A minimum keeps a brand out of doors that would buy two pieces and never reorder, and protects existing stockists from being undercut by accounts with no real commitment.
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