The COVID-19 pandemic created a stark divergence in the apparel market, with swimwear sales plummeting while lingerie and sleepwear saw a surge. This episode reveals how Morgan Lane, specializing in all three, navigated severe supply chain disruptions and wholesale order cancellations. It offers insights into adapting online promotion strategies and leveraging unique product placements to maintain brand visibility during unprecedented retail challenges.
Key takeaways
Retailers are quick to cancel fall orders due to budget constraints, creating significant inventory gaps for brands that rely on wholesale agreements.
Global supply chains are vulnerable; anticipate slowdowns and plan for alternative production or distribution methods to avoid product availability gaps.
Effective online promotion is vital when physical retail is limited; explore innovative strategies like strategic product placement in popular media to boost visibility.
The pandemic disproportionately affected different apparel categories; brands must be agile and adapt product and marketing strategies to shifts in consumer demand.
Forecasting demand and managing inventory become critical during volatile periods, requiring a flexible approach to production and seasonal buying cycles.
For apparel sales, under the pandemic, different items are suffering different fates. Swimwear sales are at a halt, while lingerie and sleepwear are doing much better.
Morgan Lane knows this first-hand, specializing in all three of these categories.
"Fall orders, for the most part, were being received in February. And for stores that are getting their budgets canceled, because they can't be selling right now, the first thing they're going to cancel is fall. They know it's not in production yet," founder Morgan Curtis said on the Glossy Podcast. "There's going to be a big gap between probably June and October, where there isn't that much newness, at least in the retail world -- from everyone."
Curtis talked about which parts of her global supply chain have seen the most slowdown, how to promote products online without leaving home and what a difference it makes to have well-timed product placement in a "Trolls" music video.
Retailers are quick to cancel fall orders due to budget constraints, creating significant inventory gaps for brands that rely on wholesale agreements.
What does this episode say about supply chain & operations?
Global supply chains are vulnerable; anticipate slowdowns and plan for alternative production or distribution methods to avoid product availability gaps.
What does this episode say about brand & content?
Effective online promotion is vital when physical retail is limited; explore innovative strategies like strategic product placement in popular media to boost visibility.
What does this episode say about founder & leadership?
The pandemic disproportionately affected different apparel categories; brands must be agile and adapt product and marketing strategies to shifts in consumer demand.
What does this episode say about dtc strategy?
Forecasting demand and managing inventory become critical during volatile periods, requiring a flexible approach to production and seasonal buying cycles.
