I OVERBOUGHT FALL ’15 OUTERWEAR. DO YOU EXPECT THIS MERCHANDISE TO BE IN HIGH DEMAND?
Q: When I went to market for fall ’15 purchases outerwear was the big classification. I have now started landing this merchandise and to be frank I overbought the category. It’s pretty hot out still, and there is no demand at this time. Do you expect this merchandise to be in high demand?
Steve Pruitt: I hope there will be high demand as many of our clients read the tea leaves the same way. The results will be determined by a couple of factors:
1. The really great styles should sell early since they always do. If you don’t start getting sales on the styles you think are the best I would start to get concerned.
2. Weather — sales will go well if we get an early break of cool weather. Customers still remember the frigid winters we had the last two years, so once it starts to cool early demand should be there.
That said, here’s something important to think about. There is going to be a lot of outerwear merchandise in the market, since it’s the best promotional item on the calendar for September and October. I expect the big retailers (department stores) will use the category to drive traffic. You need to do the same, particularly if the trend doesn’t start early and you’re overbought.
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