Designers: Change your Deliveries
The Pre-fall and fall deliveries have started to roll out to stores nation wide, and while certain cities are a balmy 80°F and don’t ever even think of cooler weather, here in Toronto it can get extremely cold in winter. The problem exists because it gets so hot in the summer and so cold in the winter that the fall buys always reflect that disparity and instead of buyers snatching up light-weight cardi’s and thin wool shorts, they’re buying goose down parka’s and rabbit fur sweaters for practicality reasons. Seriously though, these were a couple items I saw while shopping around today. And unless you’re going on a cruise through Alaska tomorrow… why would you even be looking at that?
How Can I Even Think About Fall Right Now?
I feel sorry for the retailers, they are the ones having to knock down the prices in a few months because none of the items have sold. And come January when new Spring delivery’s hit and it’s minus a million out and the stores get inundated with bright colored linens and sarongs the same thing happens.
Why don’t designers create a collection that’s separated into deliveries that actually make sense? I get the urgency for new clothes now globally, but couldn’t the parka’s and fur sweaters be delivered closer to October/November? That way they’d sell at regular price and hazza everyone wins. Retailers end up with a higher GP (Gross Profits) because their products are selling at regular price, sales associates make more money because they make more commissions, buyers can buy more product because they have a higher budget and designers can expand their collection’s depth and breadth while building a stronger brand identity and potentially expand their market.
All this from delivering a coat a couple months later.
Man, I should design a collection.
Image and coat from Maje.com