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What is a resort season? The fashion buying and selling seasons demystified

 

With Mercedes Benz Fashion Week Australia Resort 2019 just around the corner, (kicking off on May 13) I thought it might be a good time for a little refresher on the fashion buying and selling seasons and provide you with some clarity on what exactly the resort season entails. 

So, what are the all-important seasons that you need to know about? Well, there are three main collections that retail buyers will allocate budget for: SPRING / SUMMER, HIGH SUMMER / RESORT, and AUTUMN / WINTER. Buyers will be looking to deliver stock purchased from these seasons at particular times of the year.

SOUTHERN HEMISPHERE SEASONS
Here in the Southern Hemisphere retailers will buy and sell seasonal collections as follows:

SPRING/SUMMER
RETAILERS BUY IN - FEB/MARCH/APRIL
TO SELL IN STORE - JULY/AUG/SEPT

HIGH SUMMER/RESORT
RETAILERS BUY IN - MAY/JUNE
TO SELL IN STORE - OCT/NOV

AUTUMN/WINTER
RETAILERS BUY IN - JULY/AUGUST/SEPT
TO SELL IN STORE - FEB/MARCH/APRIL

NORTHERN HEMISPHERE SEASONS
Our retail friends in the Northern Hemisphere will buy and sell seasonal collections in the exact opposite order to us. 

SPRING/SUMMER 
RETAILERS BUY IN - JULY/AUG/SEPT
TO SELL IN STORE - FEB/MARCH/APRIL

HIGH SUMMER/RESORT or CRUISE/HOLIDAY/RESORT as they're most commonly known in the northern hemisphere.
RETAILERS BUY IN - MAY/JUNE
TO SELL IN STORE - NOV/DEC/JAN

AUTUMN/WINTER or FALL/WINTER as they're most commonly known in the northern hemisphere. 
RETAILERS BUY IN - FEB/MARCH/APRIL
TO SELL IN STORE - JULY/AUGUST/SEPT

You may have noticed that the RESORT season is similar in both hemispheres with the only difference being in the selling period which is slightly shorter here in the south. This is because in the southern hemisphere, Australia in particular, consumers hit pause on fashion spending from around mid-November until the pre-Christmas / Boxing Day sales start. The Northern Hemisphere, on the other hand, has not been tarnished with the same bargain hunting brush and in fact, RESORT is regarded as the most lucrative season of the year as consumers in this part of the globe shop for both coats and swimwear for their various holiday destinations. In most cases stock delivered into store as part of a RESORT season may never need to be discounted as these products remain relevant well into the Northern Hemisphere well into the spring/summer months. 

Want to learn more about how to create a relevant transeasonal collection for resort? Then you should join me at MBFWA on Thursday 17th May at 3pm as I take part in an industry discussion on the future of resort wear alongside designers, Alice McCall and Double Rainbouu, hosted by Kellie Hush, Editor-in-Chief Harper's BAZAAR Australia and supported by the AFC - Australian Fashion Council. You can find out more information about the session over at the offical MBFWA schedule.

Further reading resources on resort
https://www.manrepeller.com/2016/06/what-is-resort-season.html
https://www.highsnobiety.com/2017/05/22/why-are-resort-cruise-pre-collections-important/