THE FASHION FUTURIST

Blog

Posts in SALES
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/

 
The Fashion Futurist presents - Wide Open Road Summer 2017/18 by SUKU
 
  Wide Open Road, SUKU Summer 2017/18

Wide Open Road, SUKU Summer 2017/18

 We're thrilled to commence presentations of the latest collection from SUKU, Wide Open Road Summer 2017/18.
We invite retail partners to discover the collection during a private showing at our Chippendale studio or via an online presentation from today through until the 23rd November 2017.
To secure a presentation of SUKU Wide Open Road simply click here

 "Your hibernation is over. SUKU Home’s Summer 2017/18 collection, Wide Open Road, flows beyond the walls of the home, bursts
open the doors and windows, and urges to get out into the wild. Light dresses, easy jumpsuits, and versatile two piece sets have been
created for the SUKU dreamer who is packing their things to wander away, down dusty roads and through quiet forests.

Inspired by the limitlessness of a summer escape, Wide Open Road is a collection of ultra soft bamboo rayon, cotton, and linen
pieces to be slipped on, explored in, and rested in. The new bold prints are thoughtfully made with SUKU’s fair-trade Balinese artisan
community, who merge traditional hand-dyeing techniques with modern designs. Each piece is unique in its creation, and achieves
the variations only found when something is made on a small scale with heart and hands".

From the bedroom to the most outer reaches of this world, Wide Open Road wants to join you on your journey where the road is open and anything is possible.

 

 
I think I've fallen into the Gucci Gang TRAP
 

Gucci has managed to capture the dollar from their "gang" once more with their latest online exclusive collection, a cool collaboration with the artist known as the UNSKILLED WORKER (Helen Downie), who over on Instagram has amassed a following of 259k fans. These smaller capsule collections that are available exclusively through the Gucci online store has enabled the brand to cleverly tap into the "buy now-wear now “ trend that the millennial consumer is becoming all the more accustomed to.

1020 (1).jpeg
1020.jpeg
1020 (4).jpeg
1020 (3).jpeg
1020 (7).jpeg
 
LUSTR - A new way to drive direct-to-consumer sales
 

I'm always excited when I hear about other's who like myself are truly passionate about supporting emerging Australian designers and looking for new ways to help your businesses grow. Once such person is Angela Liang, co-founder and CEO of a fabulous new direct-to-consumer platform called Lustr.

There are a few things that really resonate with me about Lustr, 1. Their simple mission "Help independent labels grow", and 2. the fact that they’re pushing the boundaries when it comes to technology, leveraging its power to harness the power of shoppers.

The platform they have created is super intelligent and matches shoppers with emerging brands based on their preferences. As a brand, you have the ability to receive valuable sales and marketing reports right from the backend of the system, more advanced analytics about your customer than your Shopify or Squarespace site provides. Lustr collects such rich data about your matched shoppers. What are their ages, styles, values, body shapes, the other designers they're loving, so you can forget about stalking them on Facebook, see it all in our easy their visual data analytics dashboard

The team at Lustr repeatedly saw first-hand how hard it was for independent designers to succeed in business. The constant struggle to compete with the big PR & marketing budgets of fast fashion companies and giant e-tailers. Cashflow is forever an issue and you don’t always receive detailed feedback on why certain pieces sell well and why some do not. Independent labels like you have unique stories and thoughtfully created products - if only you could be found by more of your target customers, and understand what they think about you.

On the flipside, they’re determined to show shoppers that independent fashion is an everyday choice. If they're going to spend money on clothes, they can spend it wisely to support local, recognise quality, and directly impact the life of the person behind the label. We're empowering shoppers to be anti-fast fashion without having to be activists.

And lastly another element I really love is that Lustr offers you another avenue to pre-sale your next collection. Through the Lustr crowd-sourced financing model, shoppers are able to place pre-orders on products still in production, meaning more cash flow for you upfront, and de-risking the production cycle. Of course, you can also sell your current season items on Lustr too.

I believe Lustr would compliment any existing distribution channel you may already have in place and is a great new way to help build your brand awareness, gain valuable customer insights and most importantly drive sales!

Lustr officially launches in November, but as an emerging designer if you apply to be a part of Lustr before the 17th October membership is free for the first six months. To apply simply email the team at Lustr,  hello@lustr.style with the title: Label Application in the subject line.