The name “pre-fall” doesn’t accurately describe the current fashion season that began at the end of November and lasts throughout January. It’s really a non-season season: Designers put out collections featuring a mix of warm and cold weather wears, items that can sit on department store floors and in online retailer lineups for a few months without being marked down by discounts. The collections are money makers, too, padding out the spring collections with core wardrobe items that customers often flock to.
While still a commercially viable season, pre-fall is facing changes along with every season in the fashion calendar. And the nature of the far-flung show season — it’s geographically diverse, with looser time restrictions over nearly two months — has made it a blank slate for brands to experiment with how, and where, they debut new items.
To read the rest of this story, please visit Glossy.
More in Marketing
Some creators say brands are delaying their holiday deals later than ever this year
After front-loading budgets in the first half of the year, brands strike last-minute deals with creators ahead of the holiday shopping season.
Agency new business crunch now permanent, say execs
Agencies report unreasonable deadlines and time commitments from clients are becoming more common, while new research reveals marketer and agency despair at pitch process.
How one Midwestern department stores sees itself as a ‘hidden gem’ for ‘Instagram brands’
Iowa-based Von Maur considers itself an underdog among department stores. But the retailer says it has unique qualities that are attracting hip brands like Dagne Dover, Ana Luisa and Lulus.