September Range Review
As we enter 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: & Other Stories, RIXO, Damson Madder, Florere the Brand, eikō ai, Sessùn, GANNI, Arket, Olivia Rubin, OMNES, Paolita, KITRI,Ro&Zo, ME+EM, Plümo Studio
THE AWARD FOR BEST PREMIUM FASHION SEPTEMBER RANGE 2024 GOSES TO &Other Stories who have come back with a bang leading the way with a trend driven drop and a collaborative edit with Nadia Lee Cohen.
Ok, here we are—Autumn Winter is officially in full swing. September marks the launch of the season’s biggest drop, with plenty of time for strong sell-throughs. This is the moment to capture attention, build excitement, and create demand for the new season. Putting your best foot forward is imperitive!
Praying for the bad weather whilst enjoying the last of the sun!
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.
Keeping in mind that product launching in September is expected to sell from now through to Black Friday. A cold month can be critical in giving your products the best possible chance.
Luckily for retail sales, not so lucky for our last drinks out in the sunshine, September’s weather took a cooler turn, mirroring the 2022 pattern (as hoped for and predicted in my August update). With temperatures dipping below 14°C for three weeks, customers should be starting to transition into an autumn mindset.
Product
From analysing premium womenswear products that are particularly strong this September 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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Coming out of an extended promotional period, the collection must feel new and trend-forward to reignite customer excitement. With Fashion Week as the backdrop, your pieces need to stand out as fresh and relevant. Focus on a larger balance of newness and ensure key trends are covered while creating a sense of urgency to buy.
I would recommend leaving OTB for September to be filled following the February fashion shows. Trends can still have longevity but feeling fresh and relevant is the key to driving demand.
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Key core styles will have mostly re-launched in August, aside from a classic knit. Instead focus on those very best pieces that barely touched the sides LY and have lots of great organic content you can push prior to the weather changing. Lean on organic content, testimonials, and customer feedback to drive engagement. Highlight the speed at which they sold out previously to build urgency and anticipation.
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This is a great time for a photography refresh, again make it feel different and new. Highlight pieces in a way that reflects the shifting trends and captures customer attention. Particularly this season with extreme and exaggerated silhouette and coord trends coming through photography is a great way to inspire the customer.
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September is prime time for pushing higher price points. With discounting on the horizon, now is the chance to trade full price. Focus on small buys on pieces that will wow the customer or have luxury fabrications.
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Historically, this was the moment for Mid Season Sale and clearing out older stock, especially spring/summer collections. But now, September has become a free-for-all of MSS and promotional activity. This year I am seeing a lot of brands opt for an end of August promo and an end of September MSS. Avoid blanket discounts on new season items at all costs. Instead, use this time to clear slower-selling categories while protecting the value of your fresh Autumn Winter drops. You want customers to see the worth in these new pieces, not wait for further discounts down the line. Customers who truly want a product will pay full price, so there's no need to sacrifice margin for a quick boost in gross sales.
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RIXO’s fabulous overtly sparkly partywear at exit price points (£675) launched this September is already flying off the shelves, even though partywear sales generally ramp up in October. How did they do it? A low-key launch at the beginning of the month, followed by a party at London Fashion Week, culminating in a payday email push at the end of the month, with party UGC to support.
🤞Fingers crossed they can repeat back into November🤞
September may be early, but partywear can still work if versatile and positioned for winter weddings or birthdays. Hold off on your big Christmas launch until the end of the month or early October unless you can secure a substantial marketing budget for September.
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A coat is a considered purchase, make sure options are refined and thoughtful. Photography has to be inspirational, and used to showcase them in campaigns and emails from early in the month so that when customers are ready to buy, your coat is at the front of their mind. & Other Stories’ outerwear was shot beautifully in their Nadia Lee Cohen campaign - and guess what!? Their full length wool coats have already sold through!
👇 Check out an example of their photography below 👇
Ask yourself, what makes this coat the one to commit to this season? What does it offer that is new vs. their current wardrobe? How does it complete the look?
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Layer up it’s getting cold out there! This is the perfect time to launch knitwear in a considered way. From price-point-friendly essentials like the Arket jumper (£87), to luxurious yarns, now is the time to cover a range of prices, yarns and styles. Hold your nerve! Early-season knit sales can be slow - wait until the temperature hits that sweet 14°C mark before it really takes off. Get creative with styling, knits aren’t just for jeans; pair them with more imaginative outfits to catch the customer’s eye. Consider the use of emotive words in relation to knits e.g, snuggly, cosy, soft.
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Long-sleeve Jersey tops are a great way to introduce a warmer new season look without the weight of a knitwear. Damson Madder have nailed it this season with their on-trend food tees in dark colours and exaggerated long sleeve - perfect for those milder, transitional days.
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This is a great time to re-launch footwear and accessories. They give photography and styling the complete look, but also offer the opportunity to increase AOV through September and November. Then offering the perfect transition into gifting as we move towards Christmas. Cover a range of price points, and items that will give the customer's wardrobe a seasonal refresh.
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'Burgundy for winter, groundbreaking!'
Burgundy on trend can be a blessing and a curse. Whilst it’s always a customer favourite, lean into it with caution - too much, and it becomes monotonous fast. Instead, use it with modern silhouettes and fresh fabrications. Play with accent colours to keep things eye-catching and new, avoid overwhelming customers with the same seasonal staples.
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A strong OTB plan is essential for September, as the trading window is short. Identify styles that can be restocked in time for Christmas, and set clear trigger dates for placing orders to ensure timely delivery. If you have griege ready, you’ll have more flexibility. Analyse which pieces can continue selling post-Christmas ahead of season to allow efficient in-season trading, and avoid problematic terminal stock.
& Other Stories X Nadia Lee Cohen - most of these pieces have sold though since the launch at the start of the month including the two wool coats. I particularly love that she sites inspiration from Grey Gardens - "The idea of self-dressing in isolation, in a Little Edie of Grey Gardens type of way. Meaning, dressing for one's self and remaining reclusive rather than for the purpose of an audience at a party or event."
Wholesale
The wholesale delivery window runs from June to September. So by now, I am hoping no major shipments have been lost/stolen/delayed/diverted and all of your Autumn range are with your wholesale customers. This means those true Autumn pieces are mostly likely already selling with your wholesale accounts. Here are a few September wholesale strategies to get the best out of the season:
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It may feel too early in September to launch heavier knits and true partywear, especially if the weather isn’t cooperating. Timing is key—holding back some styles until October might be the best strategy to catch your customer at the perfect moment. However, this can mean that wholesale partners may have already launched these styles ahead of you.
Alternatively, you could follow RIXO’s strategy: Harvey Nichols launched their party collection in August, with RIXO following suit by dropping partywear at the start of September. They then hosted a party during London Fashion Week and capped it off with a September-end push featuring user-generated content (UGC) from the event. This method allows stock to move early and prevents costs associated with warehousing excess inventory.
From experience, seasonal products tend to convert earlier in-store than online. It might be worth allocating stock to physical locations earlier than the online launch, even if it's just for flagship or key occasion stores.
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Start keeping a close eye on your wholesale sell-out reports. These insights can provide an early read on what's performing well, helping you make decisions about which styles to launch early, repeat, or include in Black Friday promotions. There may even be an opportunity to upsell to your wholesale partners by highlighting trending pieces, keeping them engaged and driving further sales. Monitoring these reports can give you the upper hand in maximising full-price selling and inventory management.
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In the August review, I recommended securing your spots in key wholesale client marketing calendars. Hopefully you have these booked in and can start using initial sales to firm up how that campaign should look, to capitalise on those volume styles.