Against fast-fashion: a seasonal guide to what you can sell
We are against fast fashion and our curations policy emphasizes quality and sustainability. However, buyers buy for the seasons based on what their customers want to wear.
SSAW stands for Spring Summer Autumn Winter and is the classic euphemism for the way the fashion industry has done business for centuries. According to our business model, samples are produced for each collection about a year before the pieces will be available in retail stores.
For AW20, forward B2B wholesale orders will be taken for three to six months depending on how much time a brand needs to produce these items. Brands can also choose if they want to continue selling SS20 subject to their production timescales and stock levels. The two main seasons are supported with two other seasonal collections, the Resort or Cruise collections that are sold to the public for luxury winter-sun: and the Pre Fall collections. This is the sensible and sustainable way to grow a fashion brand as it prevents overstocking, maximises sales and reduces risks to a minimum.
Here is a brief summary of seasonal activity.
Many fashion brands mistakenly believe that the sales cycle starts with showing products to the buyer at a trade show, whereas this is a very risky way of doing business and leaves a lot depending on chance meetings! A better approach is to profile and qualify the buyers that a brand want to meet, and book appointments in advance.
Meeting qualified buyers should not be the start of a sales cycle, but where deals are closed and orders placed.
Having orders from retailers in a timely fashion makes scheduling production a relaxed process. It also gives a brand big savings, as good deals are more likely to be negotiated with factories or ateliers, and raw materials can be bought in bulk, significantly lowering costs.
The best retailers will start the season as early as possible and extend it for as long as possible. These are the retailers that a brand should be aiming to work with as they offer the greatest sales potential.
Generally this is the time for products to be delivered to the retailers. However, retailers typically place re-orders at this time if products are selling well, or make new orders where they are let down by other brands.
Autumn Winter 2020
This is the busiest time of the year for marketing and selling AW20. Most of the major trade shows for AW20 take place in these three months, and well organised brands will be pre-marketing to buyers so that they have meetings arranged with qualified buyers for their products, rather than hoping that the right buyer stumbles upon them.
Sales and marketing continues even while the first orders are being produced.
Although this is when products are being delivered, there are usually opportunities where a retailer has been let down by another brand or changed their forecasts.
Pre Fall 20
Pre Fall 2020
A brands abilities to take new orders for Pre-Fall will depend on their production lead-times.
Order from Stock
Many resort retailers carry low stock, so for companies with great logistics there is a real opportunity to get into new retailers towards the end of a season, creating firm foundations for increased orders the following year.
Spring Summer 2020
Order from Stock
Although this is the time when products are being delivered, there are usually opportunities, where a retailer has been let down by another brand or changed their forecasts. This can be an opportunistic time for emerging brands to take surprise orders.