August Range Review
As we approach the crucial pre-peak months, driving strong sales is getting tougher than ever. This is my Monthly Breakdown to spotlight the hottest new product ranges and share key takeaways we can all benefit from. With Black Friday planning already underway and 2025 strategies in the works, staying ahead of the curve is essential.
Brands included: ME+EM, Ro&Zo, BASH, KITRI, RIXO, GANNI, All Saints, Damson Madder, Nobody’s Child, Stine Goya, Phase 8, Sezanne.
THE AWARD FOR BEST PREMIUM FASHION AUGUST RANGE 2024 GOSES TO ME+EM
Let's face it—August ranges are notoriously tricky. It’s a juggling act of balancing seasonality, colour palettes. If you’re also in the wholesale game, the complexity multiplies. Add in the shifting seasons and non-stop promotions that start with the summer sale in June and run all the way through until the first sign of cold, by which point we know longer know if it as continuation of summer sale, a launch of MSS or early Black Friday. This journal is here to help you make the most of your August range, cut down on those endless promotions, and boost your margins while you’re at it.
Don’t Blame the Weather!
TOP TIP – around 14C is where you often see a shift in product mindset, as you can see from the graph that is unlikely to happen until mid to end October.
What?! Teams are expected to plan to a 12-week stock turn, meaning this drop has to sell through August, September and October and weather temperature from 6C to 34C.
In 2022, we had a hot August followed by a steady decline, with temperatures staying above 10°C until late October. 2023 saw a cooler August, a very hot September, and a quicker cool-down in mid-October. This year, 2024, is trending similarly to 2022, with forecasts suggesting a similar pattern.
What Season is it?
Technically August falls firmly into either Autumn Winter or Pre Fall. As a brand you don’t want to be a Debbie downer and start talking about Autumn Winter when it has only just got hot in the UK. Here are some ways I have seen brands communicate new arrivals through August:
"THE AUGUST DROP"
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“FOR THE SEASON BETWEEN SEASONS”
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“HOT NEW ARRIVALS”
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"THE AUGUST DROP" 〰️ “FOR THE SEASON BETWEEN SEASONS” 〰️ “HOT NEW ARRIVALS” 〰️
“NEW ARRIVALS: WHATEVER YOUR VIBE”
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“PAYDAY NEW ARRIVALS”
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“NEW ARRIVALS: WHATEVER YOUR VIBE” 〰️ “PAYDAY NEW ARRIVALS” 〰️
“INTRODUCING PRE-FALL”
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“NOTEWORTHY NEW ARRIVALS”
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"THE SEASONAL SHIFT"
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“INTRODUCING PRE-FALL” 〰️ “NOTEWORTHY NEW ARRIVALS” 〰️ "THE SEASONAL SHIFT" 〰️
Product
From analysing premium womenswear products that are particularly strong this August or have sold through within the first four weeks of launch, I’ve identified key product lessons that can be carried forward into the next season.
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August is prime for core items like denim and jersey and is a great time to relaunch those hero styles. While it’s tempting to lean heavily on these, injecting newness and excitement into the range is crucial. Whilst core creates a level of stability it won’t create urgency to buy.
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Ideal for layering, denim dresses, jackets, and jeans anchor lighter colours. August is a good time to test new shapes, with enough time to react before peak season, or trade new colourways into transitional February.
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Versatility is key. Opt for layering pieces and bold prints grounded in colours that work with both sandals and boots. Weights need to be lighter and warm weather appropriate whilst colours need to nod to the season ahead.
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Sleeveless works for occasion wear or as a layering piece. Otherwise, offer mid-length sleeves to accommodate the season.
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Be playful or bold, but anchor prints in darker hues that can transition easily into autumn and winter. I’m particularly loving this season’s dusty pink—it strikes the perfect balance between light and warmth. It shines best on warmer, textured fabrics or as an accent to add a pop of colour.
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Still important, but focus on darker prints or luxurious fabrics like satin and lurex knits, signalling the upcoming AW season, without treading into Christmas party territory.
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Tailoring works well in August, though we may be seeing the last season of the three-piece suit. Expect more modern iterations going forward.
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Great for adding texture and balance, focus on versatile cardigans, cashmere vests, and new season colour pallet crochet that can be layered as temperatures drop.
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In August, separates are key. Whilst layering is important, offer impactful shirting and blouses that provide a quick wardrobe refresh, in a month where money can be pulled in a lot of different directions. Knowing that as October approaches, customers will shift focus to knits, keep buy quantities tight.
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Essential for layering, light jackets add depth to the range and offer a higher average selling price. Keep quantities tight, as customers will shift to warmer coats into November. These should clear easily with minimal discounts in December.
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Layering is key to adapting to fluctuating temperatures. Use styling and photography to inspire your customers on how t to maximise their wardrobe’s longevity. Are their potential collaborations or live streams to bring that styling to life?
Wholesale
The wholesale delivery window runs from June to September. So by now, most of your deliveries are with wholesalers. As a result, multi-brand retailers like Harvey Nichols through August were showcasing a wide range of RIXO’s September velvet pack, alongside warm handle knits. While some factors are beyond your control, I believe a few key strategies can help bridge this gap:
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Introduce themes that span across drops, enabling wholesalers to curate seasonally appropriate collections balanced with true autumn pieces.
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Focus on layering and outfit building, offering versatile pieces that can be combined into cohesive capsule collections.
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Secure spots in key wholesalers' marketing calendars NOW. These calendars fill up quickly this time of year, so booking collaborative posts early can give your autumn pieces a second chance to shine at the right moment and support stronger wholesale sell-through.