Among the issues fashion industry experts argue about, it seems there’s general consensus on only one: the need for seasonal apparel to be delivered closer to season. MR has been writing about this problem for 30 years (why should heavy down outerwear hit selling floors in June?) but nothing changes; more recently, Giorgio Armani wrote an excellent open letter to the industry suggesting this, and this week, Kent Gushner from Boyd’s Philadelphia posted his own petition on change.org.
We at MR agree with Gushner’s petition and urge retailers and manufacturers to read and sign it. From crisis comes opportunity so I’m hoping that this horrible pandemic will inadvertently inspire a universal agreement to ship spring/summer goods in warm weather, fall/winter goods in cool weather and to hold off on spring/summer markdowns until after July 4th, fall/winter markdowns until after New Year’s. This simple change would extend selling seasons, reduce the need for early markdowns, and add to profit margins for both retailers and brands.
Gushner’s petition also mentions other business reasons for the change; personally, I’m just hoping I can someday find a swimsuit in June from unbroken assortments where tops still match bottoms.