How to get customers excited about fall product

Q: I sell contemporary men’s clothing and I can’t help but notice that there is a lack of fashion right now. What can I do to get customers excited about my fall product?

A: If you don’t have fashion to drive sales, you need to make sure that you have what your customers want when they want it. This means carefully timing your deliveries so that when the weather cools and they want a new winter coat, for example, you have fresh new product. You need to anticipate their needs and offer them a decent variety of styles to meet those needs.

Of course, you should always be on the lookout for exciting fashion, even when the market in general is not delivering. This will set you apart.