With many retailers reporting 20% of their total swimwear sales come from the months between October to January and over 50% of their annual business coming from the AW swimwear season as a whole. It has never been more important to provide an all year round swimwear offering.
Generally speaking the multiples have a greatly reduced swimwear offering in Autumn/Winter, with some smaller high streets not able to offer the winter swimwear customer any choice what so ever. If this is the pattern on your high street, maybe its time to re-consider. When looking at an all year round collection it is so important to offer newness and variety to your customers, with regular new collections dropping into the store throughout the year. Ensure your selection and stock levels peak in preparation for the high summer, best selling swimwear months which are May through to July. June and July alone account for approx 30% of the year’s swimwear turnover.
There’s a misconception that darker colour palettes should be used for AW but we mustn’t forget that although it’s cold at home, people are still jetting off to sunny resorts, requiring bright and vibrant colours and prints for those tropical destinations!
