2003: On a beautiful summer day in mid-August, you walk through the shopping malls and catch lots of bargains, as the famous summer sales are currently taking place. Every year at the same time, you take a few days off and browse through your favorite stores and get your new favorite collection at a big discount.
2023: After the regulations on final sales were abolished in 2004, everything has changed, you will see stores with discount offers all the time over the year. You no longer have an overview of when which of your favorite stores offers big discounts, when which collections are released and suddenly young people are just talking about new “drops”?! You ask yourself exactly what that is supposed to be and what this new “trend” - as they say today - is all about.
We'll explain to you what's changed over the years and what “drops” and new trends are all about!
collections
Classic collections such as spring/summer and autumn/winter are less common than before. Haute couture brands, however, still attach great importance to the classic variants. The reason for the decline in classic collections is the rapid zeitgeist of the present age that has developed. Brands that want to stay true to the collection culture are now launching pre-collections in spring and autumn. These collections serve as a basis for the whole year and now account for 40% of a fashion company's total annual profit. Pre-collections are also meant to be able to wear them immediately. But they are also less categorical than the peak season collections. Another new trend in collections is that they are produced regardless of season or are replaced by drops.
Drops
Product Drops have been around since around 2018 and are a response to fast time and our increasingly shortened attention span. They are the new perspective of fashion brands to get the same attention from customers all year round. Today's society is constantly expecting new products and the desire for exclusivity is growing enormously. Since Drops are primarily published via social media, it is a means of expression and reason to form an engaged community, for millennials and Generation Z.
New marketing strategies have also been developed in this regard, namely working with influencers who immediately present your news and disseminate news. This strategy is particularly effective because consumers identify with real people and their opinions more than advertisements, posters or other advertising media.
However, drops only make sense for your brand if you also rely on social media and are present there, otherwise it is better to stick with the collections and their variations. The new popularity among drop brands is collaboration with other well-known brands. Here, two popular companies work together to design sneakers, tracksuits and everything your heart desires.
Drops and sustainability
But can drops sustained be? Companies that focus on sustainability and are also serious about it usually stick to the old traditional model of the summer and winter collection. The reason for this is to maintain the image of these brands as “reasonable.” They distance themselves from mass discounts, pre-season collections, drops and simply want to avoid excessive production of clothing. They want to see their customers as authentic and environmentally conscious and thus stand out from the crowd.
Changes since 2004
In the past, it was regulated by law that stores must always offer sales in summer and winter. The fundamental difference is that brands can now decide for themselves whether and when to offer a discount. The disadvantage of this method, however, is that consumers no longer know exactly which store is offering a sale when, be it during pre-season, self-regulated summer and winter sales or other discount promotions over the year. The only constant that persists from year to year is Cyber Week, including Black Friday.
Black Friday always falls on the Friday after Thanksgiving and signals the start of the Christmas shopping season. Almost every retailer is offering big discounts this week and especially on Black Friday. Consumers rush into stores to get long-awaited products much cheaper. Apart from Black Friday and Cyber Week, most people get confused when it comes to discount campaigns in stores. Nowadays, you discover by chance that there are actions here and there, but you can no longer predict this and therefore plan it properly. It is also much more confusing that some stores always have a sales sign hanging in the shop window. However, this does not necessarily mean that there are currently discounts, but is often used to attract customers and simply to show: “There is something to buy here.”
What do all these changes mean for a fulfillment partnership?
On the whole, it is important to enter into a flexible fulfillment partnership with all the spontaneous actions these days. Someone who adapts to your projects and offers the capacities you need. Whether you're releasing a new unexpected drop or a pre-season collection, you must be able to rely on fulfillment, i.e. that there is enough storage space and staff for your new hanging or lying treasures.
At MOODJA, we work hand in hand with you and adapt to your plans to continuously drive your business forward. If you too need a reliable partner and are not yet a customer with us, Feel free to contact us.
