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Talking Business: Statement 1970s styles will dominate Black Friday Sales

This year’s Black Friday Sale racks will be filled with the 1970s bohemian silhouettes such as the maxi-dress, thigh-high boots, and bold colour-block and suede jacket styles that were huge in spring 15 but are now becoming too saturated on the high street.

However, not all 1970s-style products will be on promotion, as many retailers are protecting full-price margins of some versatile items such as the flare jean by styling them with 1970s glamour party ranges for the upcoming seasonal period.

Only 24.4% and 26.6% of flare styles have been marked down from September 1 to October 25 in the UK and US (against 28.9% and 32% jean averages), our WGSN INstock platform shows.

Many retailers are protecting full-price margins of some versatile items such as the flare jean

Moreover, with many transitional pieces already featuring in September promotions, we expect more capes and ponchos, sleeveless coats, lightweight gilets and open-toe booties – styles that lose their appeal as the weather turns colder – to be discounted over the last weekend in November.

 

Products with high and low percentage markdowns, September 1 2015 to date

In the UK

  • Nearly half (47.8%) of maxi-dresses have been marked down since September 1 compared with the 43.6% dress average. Expect many boho floral styles to be discounted further.
  • Prices have been slashed greatly in mules – 47% discounted since September 1 – followed by cut-out boots at 34.6%.
  • While just 31.6% of gilets have been marked down since September, we expect this to climb as the weather becomes milder – with retailers dropping lightweight versions of this item into Black Friday sales.
  • Knitwear, coats and sleepwear have held the lowest markdown levels since September at 27.8%, 23.8% and 19.4% respectively. Key gifting product styles such as the poncho, jumper, padded coat and waxed jacket should be kept at full price for longer in the run-up to Christmas.

In the US

  • Since September 1 48% of maxi-dresses have been marked down, compared with the 40.3% dress average. Expect many boho floral styles to be discounted further.
  • Prices have been slashed greatly in peasant blouses – 52.2% discounted since September 1.
  • 35.2% of ponchos have been marked down, 1.4 percentage points higher than the knitwear average – with key 1970s themes driving this item.
  • Lingerie, coats, and jeans have held the lowest markdown levels since September at 21.5%, 26.5% and 32% respectively. Key gifting product styles such as the chunky knit, sweater, biker coat and parka should be kept at full price for longer in the run-up to Christmas.

Jessica Fioriti is INstock editor at trend forecasting firm WGSN. WGSN, like Drapers, is part of Top Right Group

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