ON DELAYING SALES OF S/S20 COLLECTIONS

Tsikkos, fashionanthropologist.com

The concept of packing and storing current stock to sell next year is disruptive, if not revolutionary. It implies that fashion creations can have a longer lifespan. It allows an opportunity to rethink not only fast fashion but also the instant gratification some fashion brands have been promoting. Then, inevitably we will need to rethink fashion show calendars, trade shows, and even retail deliveries. Why, for example, should one keep stock and present it next year, when this same stock can stay full price until September, in some cases until October, when the colder weather actually kicks in and when life hopefully goes back to some sort of pre-corona ‘normality’. Does it really make sense to discount Summer product in June?

‘Classic’ non-trend-driven product can remain part of stock to reintroduce next year. In addition, accessories and footwear are categories that are currently experiencing a bigger downturn and might have better luck next year. However, tops, loungewear and sportswear can still be promoted and sell right now.

Schmidt, Messe Frankfurt

The current season is a bit of a lost season. In this respect, the proposal to push the S/S20 collection into next year is quite innovative and refreshing.

Bentivegna, FIT

Some product, like denim shorts, that is more on the basic side, as well as solid colored tops with basic silhouettes, can be packed up and stored for next summer. Some swim silhouettes can also be held back as long as they are not too trendy. I do not foresee consumers refreshing their entire wardrobe at this time. However, I do see individuals wanting to upgrade from the clothes they have been bumming around the house in over the past two months and looking to move on to fresh styles and brighter colors.

Moylan, Fashion Snoops

I’m not too keen on storing and selling S/S20 collections a full year, mainly because both brands and retailers need cashflow now to survive. Here is what can sell well now:

Emotional maximalism – the joy of an exciting color, sensuous material or print for the way it makes you feel. The notion of dressing from the waist up (for video calls) will lead to tops being a key classification. Many are living in loungewear, and the notion of bed-to-street will continue to be important. Knitwear and sweaters give a sense of comfort, and we will see those classifications continue to grow. Dresses will be a harder classification with foreseeably fewer occasions; however, consider something like a slinky slip dress that could be styled in more casual ways (think grunge layers).

Arakawa, Laforet Harajuku Co.

Classics, basics and iconic products will be easy to carry over. Since restrictions will be placed on leaving the home this summer, items that allow people to spend time at home comfortably are the right thing to sell. In addition, as there will be an increase in online communication, we can expect an increase in demand for items that look attractive on the screen.

Denham, Denham

Your question is very relevant for many reasons: cashflow, discounting, customer support and waste (sustainability). We have decided to slide our seasons and sell the goods until the year end by creating a very small capsule for Winter instead of building a full collection. We delayed Summer and Fall to compensate for sellthrough periods. But we don’t have any plans to hold goods for an entire year.

Erkhov and Krymova, Dear Progress

Smaller brands may have less room for manoeuvre. However, accessories and sunglasses brands can use positions from S/S20 that were not released publicly at a later date.

Quan, FIT

The only items which could be potentially withheld for S/S21 would be Basic and Basic-Fashion items which could blend in with the new S/S21 deliveries. Right now, the consumer will be seeking basic items which offer comfort as well. Athleisure sales will continue during this time since this category meets the need to work comfortably from home.

Yadernaya, MGIMO and British Higher School of Art and Design

I recommend trying to maximize the realization of more trendy positions in the current season. The situation will be different in different climate zones, and for some, Spring collections are still relevant, especially if you offer a sufficient discount so that if you don’t make a profit on these items, you at least get liquidity out of them. The basic assortment may well be moved either to A/W20-21 or to S/S21.

Dapeng, China National Garment Association and CHIC

Classic high-quality fashion can easily be stored away until S/S21. Reductions cannot be avoided because liquidity comes before profitability. However, there is an agreement in the industry that large discount campaigns should not take place. Solidarity is required.

Provost, Tranoï

From what we know from our exhibitors, S/S21 collections will be a mix of pieces from S/S20 and refreshing new styles. These collections are likely to be smaller with a mix of basic/neutral items and very creative products.

Farrell, Eastman

Storing clothes for 12 months will avoid waste and this can only be a positive.

Carey, Lenzing

Many brands and retailers cannot hold inventory, due to liability, and still pay their suppliers. Seasonless styles like knit tees, underwear and basic denim can be carried over to the next season or be re-merchandised to within collections.

Tillmann, Premium Exhibitions

The so-called classics or basics of a collection are usually season-independent anyway, and small, unknown brands are much more flexible than well-known and globally distributed brands.

Nastos, Informa Markets

Basic and Replenishment items can be held, but Fashion items will need to be updated for 2021. Social, wellness and environmental themes will drive consumer spending both in the rest of 2020 and in 2021.

Braglia, Brama

Denim is timeless and can stay for a long time on POS, as it is not tied to a specific season. Most brands have cut the production of Fall collections because the order time of fabrics for these was coincident with the beginning of the pandemic.

Badon, theMICAM

It might prove advantageous for our sector to follow the example of the automo