Claire Harper, Founder of kidswear etailer IndiaCoco
Retailers appear to be launching new season collections earlier and earlier, often moving into discounting on summer collections just as the sun is coming out and customer momentum is finally building.
We all know this winter has been long and hard, with snow and icy conditions continuing well into March. As a result, our customers are still seeking out warm, long-sleeved classics, stylish trends and easy-to-wear knits as their everyday clothes for active babies and kids.
Our customers have also told us that it’s frustrating to see online sites and stores full of impractical high summer lines that have no relevance as we move into a chilly spring. Why are retailers not listening to their customers and adapting to both fashion and weather trends?
Once the new season kicks in, many retailers are already blaming the cold weather on poor sales, so heavy promotional activity begins, making their brands look distressed and their ranges cheap. This benefits neither the customer nor the retailers.
We’d love to see an end to new season collections launching earlier and earlier.
As a small business we’re open to change, so why can’t the retail industry listen to customers (and each other) and take action?