Short-order brands are introducing January drops for the first time in 2014 to offer more flexibility around the unpredictable British weather.
Fast-fashion brand Sugarhill Boutique, which previously supplied spring product to its 200 UK stockists in February, has split the order into two drops, with the first delivered in January and the second in March.
Owner Aleks Przedpelska said the move was a result of demand from customers to provide more practical fashion for the long British winter.
“Our spring designs were quite summery and didn’t suit the cold weather so we introduced a more trans-seasonal spring collection to help our products move faster,” she said.
Sugarhill Boutique’s sister brand Poppy Lux, which launched in February, has also added a January delivery to fill the gap between seasons, while womenswear brand Goldie is moving its February drop to January.
Goldie managing director Gawain Blizzard said: “There has been more demand from clients to order in-season so we have positioned ourselves for that with the January drop.
“Our clients want to buy throughout the season, to assess what’s selling well and to buy according to the weather as there is less of a risk. The risk then moves across to us so we have to project our stock carefully.”
Clare Serjeant, owner of Bristol independent Fox + Feather, which stocks Sugarhill Boutique and Goldie, welcomed the new drop dates as she ran out of stock after the Christmas rush last year.
“Our customers prefer to shop full price so we found it difficult to keep up with demand. The January drop will really fill a gap for us,” she said.