Save 50% on a 3-month Digiday+ membership. Ends Dec 5.
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
Future of Marketing Briefing: The tells and flops that will define Omnicom-IPG mega holdco
The real story will sit in how this newly fused entity behaves — whether it breaks from the patterns that defined both parents or simply scales them.
In Graphic Detail: CMOs at a crossroads of power and proof
CMOs are closing out another year defined by churn and shifting ground.
As Black Friday nears, fake apologies from brands are all over Instagram
Brands have taken to social media in advance of Bliack Friday to ask followers for forgiveness. The catch: They’re apologizing for their products being too good.