Why Retailers Hurry the Seasons

How is it possible that in this unbreathable humidity, retailers are already selling fall merchandise? It’s mid July and summer sales are already happening. Why are retailers selling farther away from the seasons?

Once upon a time, textile and manufacturers ruled the industry’s demands, but in todays’s world, the retailer is king. What retatilers want, retailers get even if shoppers aren’t asking for it. Author of ‘Nordstrom Guide to Men’s Everyday Dressing’ and retail trend expert, Tom Julian explained to StyleList that at one point, ‘designers and apparel brands delivered four collections per year (fall, winter, spring, summer) and most stores were successful and happy with that delivery schedule [but] then came 10 collections per year in which designers and brands added resort, pre-fall, holiday and more, which helped to bring in inventory and more transitional goods.’

The fast-fashion retailers like Forever 21, Zara, and H & M stay competitive by producing as quickly as they can. Since they have the resources and budget to do this, they do. If one of them transitions to a new collection, the rest will follow suit. This business model can lead to flash collections that are more diverse. For example, Deliveries for early fall might include bathing suits and leather jackets. Julian continues, ‘In the apparel world, designers and brands are always working about two years ahead, committing to fabrics and themes. The only way to stay competitive is to embrace this model and give retailers what they ask for — even if the shopper is not asking for it.’

Category: -