Welcome to Summer Apparel Season.
Warm weather clothing is in full swing right now and should continue for the next few months. Back to School should start coming in the next few weeks and should hit hard in August.
Women’s Apparel continues to pull in 46% of the overall clothing business. The Women’s category leader is Dresses with 33% of sales followed by Lingerie with 16%, Tops with 11% and Swimwear with 9%. Top brands within the Women’s category include Lands’ End, Ever-Pretty, Unomatch, KettyMore, Bali & Belle Maids. However, the Women’s Apparel business is very fragmented with many brands contributing. In fact, the top 10 brands only contribute about 36% of the overall Women’s Apparel volume. Last week Women’s Apparel had sales in 386 brands!
Men’s Apparel (22% of the overall Apparel sales) was led by Men’s Shirts with 34% of the Men’s sales volume. This was followed by Activewear with 11%, Coats & Jackets with 9%. Some of the better seasonal brands include Tri-Mountain, Hanes, Vesivio Napoli, Lands’ End and Champion.
Children’s Clothing, which includes the categories of Girls’, Boys’, and Baby, contributed to 20% of the Overall Apparel sales. Boys’ and Girls’ saw strong year over year growth. The Back to School season will hit with full force in the next 6 to 8 weeks. These are our best weeks for Children’s Apparel and you need to be prepared if you carry a children’s assortment.
Some best practices include strike-thru (sale) pricing and free shipping. In fact, over 80% of our overall Marketplace orders have free shipping. If you do not offer it you are missing out on sales volume. You should start taking an aggressive markdown on the summer season clothing in anticipation of the Fall season arrivals in the next 30 to 60 days.
While the Children’s Apparel demand will peak in August some of our strongest growth potential shows to come from Men’s Activewear & Shirts and Women’s Intimates & Dresses.
Interested to hear more about participating in our upcoming events on Sears Marketplace? Please reach out to our merchandising team by creating a Contact Us case, in the Seller Portal, using the topic/subtopic combination of Marketing Opportunities/Deal Heist.