HOW MUCH OF MY SPRING BUDGET SHOULD I PUT TOWARDS RESORT?
Q: Our resort sales have been growing in recent years. How much of my spring budget should I put towards resort?
Steve Pruitt: This is an important question because it’s good to break out your Resort spend from your overall spring open to buy (OTB). Usually, we recommend that clients put aside 15% to 20% of their OTB for Resort, but of course the exact number depends on your unique business.
If you can, dig into your sales data to see how much you spent last year. You said your Resort business is growing, so you may want to increase the amount you spent, but just keep in mind that overall retail sales have flattened out a bit, so you should keep your growth estimates conservative.
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Depending on your location cruise starting by end November may a good time to begin showing Resort. Resort locations with controlled inventory and timely replacement of top selling brands and product categories may actually have a higher percentage os sales at full regular price.
One reason is during their regular work schedule men, other than clothes horses, do not have a head for buying unless they need something.
Conversely while on vacation and relaxed in a resort atmosphere, men will spend more easily and on impulse even for practical needs not only on wants.
Color works very well in resort locations.