Last chance to save on Digiday Publishing Summit passes is February 9
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
Behind Pacsun’s strategy for keeping a pulse on the changing tastes of Gen Z
Over the last four months, Pacsun has developed tools and tweaked campaigns based on feedback from teenagers and twenty-somethings.
TikTok’s confirmed U.S. deal still leaves unanswered questions
While a lot of the details seems familiar, it still doesn’t answer the inevitable unknowns.
‘Things have changed’: Diageo pulls retail media upstream
That shift is most visible in how the advertiser works with retailers, particularly British supermarket chain Tesco.