Gerry Weber has revamped its delivery schedule and selling options in the UK to keep up with the fast-moving young fashion market.
The German classic womenswear brand has doubled the number of programmes it produces each year to four, increasing the number of deliveries, but the size of the overall collection has been reduced.
Customers will get fresh stock each month with the aim of making it twice-monthly.
Gerry Weber managing director Howard Ross said: “It all comes from the young fashion market hitting our sector. There is a demand from consumers, people want to see newness, and they want to see fresh stock.
“We’ve divided the seasons into four programmes, with four themes within the first programme, three in the second and third, and two in the final/fourth programme. Stock will be delivered more frequently, but our collections will be tighter.”
Ross said retailers would still be buying forward order but that their spend would be spread over a longer period with the extra ranges.
“We want to show our customers how they can work with us and make more money,” he said.
“Independent retailers are cutting out brands that aren’t making money and concentrating on those that are profitable.”
He said that retailers need to keep merchandising with fresh stock to stay ahead of the game, as newness in stores is essential to keep attracting customers in the current climate.
Ross added that the response so far from stockists had been positive. “You’ve got to do something different when times are challenging, and think outside the box. We’re not expecting any great records this year. It’s going to be tough for everyone, but all our indie stockists are reporting good sell-throughs.”
Gerry Weber has 400 accounts in the UK.