How to Successfully Manage Your Fashion Seasons
Updated: Jun 25, 2019
Seasonality in fashion is one of the most difficult challenges that apparel companies face. Depending on your niche, seasonality is addressed from several different angles. This article will address how to successfully manage your fashion seasons in order to optimize consumer engagement, and, ultimately, sales.
Seasonality no longer involves just winter, spring, summer, and fall. Nowadays there is a new "season" approximately every six weeks. Winter begins in September, right after back-to-school; fall and back-to-school begin at the end of July. Then hurry up! Holiday apparel needs to be in front of the consumer in October. Just when you've gotten through the holidays it is time to address resort and spring. Spring encompasses many aspects. In the past few years "festival season" has become a major contender spring in fashion retailing.
Fashion companies need to be nimble
In this scenario, fashion companies need to be quick and agile. Consider the ever more frequent "freak weather event". If there is an unusually cold spring, women may admire a diaphanous white eyelet dress while they are still running for the heavy sweaters and the winter boots. One thing the average woman is not doing during a cold spring season is loading up on halter dresses and strappy sandals. They are waiting to fill out their wardrobes until more appropriate weather clothing is available.
Fast fashion companies have been remarkably successful at addressing the increased number of seasons as well as challenging global weather patterns. They accomplish this by closely observing both runway and haute couture trends, in addition to street style. Fast Fashion is able to be all things to all people in all seasons by stocking a limited inventory of key pieces that have already been firmly established as trends. These companies also maintain an inventory that appeals to several different price points, and therefore, several different types of consumer. Fast fashion has what the customer needs, no matter the weather or the season.
The industry evolves with the consumer
With the advent of the millennial generation and Generation Z, customer habits have changed dramatically over the past several years. All fashion companies have had to react to the millennial influence. This is not a bad thing. It is making fashion more fresh and exciting to every demographic. While not everyone wants head-to-toe fringe and glitter, most fashion consumers want to incorporate some trends into their seasonal wardrobes.
[ Related: Generation Z? They've got 8 seconds for your fashion business ]
This is a huge opportunity for almost every fashion company, from young brands to ready-to-wear. Each season brings a new fashion trend that is fresh and exciting. Every shopping holiday has its own unique aspects, a set of advertising rules that must be re-written when the next season or holiday rolls around. For companies that want to simplify things yet, at the same time, improve seasonal sales year-round, you need a single game plan. The key strategy lies in your business software solution's pre-planning effectiveness. This allows you to not only react to but also possibly influence what will be a major trend that spans several "six-week seasons".