The fashion world‘s calendar of fashion shows, orders, and production is complex, designed to meet the needs of all involved: those who sell, those who produce, and those who buy.
Its main function is commercial: to present collections to buyers, produce them industrially, and deliver them to retail, and consequently to customers, following a well-structured roadmap.
This process takes place at a rapid pace, with industrial production, design, and distribution continuing non-stop throughout the year, following a calendar divided into two main seasons (SS: Spring/Summer and FW: Autumn/Winter). A concrete example of how this calendar works is the path followed by the SS25 collections currently on sale in stores.
The Life Cycle of Spring Collections
The creation of the SS25 collections, available in stores between January and February, began between March and May of the previous year. This is the initial creative phase, characterized by trend research, yarn purchasing, and supplier management. During the following summer months, prototypes and samples are made, and the fashion week show is prepared for June. The collection that buyers and journalists see on the catwalk is not exactly the same as the one that will arrive in stores: from the models presented, buyers select in the showroom those with the greatest commercial potential, which will go into production and finally reach retail. If you want to discover our Mixed Reality solution for Showrooms, read the dedicated article.
The period following fashion week is dedicated to the sales campaign, another intense phase for agents and buyers who move between fairs, meetings, and showrooms to place orders. After the orders are collected, between October and December, the production phase begins. Between the end of January and the beginning of March, spring and summer clothes then arrive in stores.
Retail Seasons in Advance
The result of this cycle is that retail seasons are always ahead of the actual seasons of the year. Spring/Summer clothes are presented in September of the previous year and arrive in stores in February, during the cold season. Similarly, fall merchandise arrives in stores in the summer, and spring merchandise arrives in the winter. Discounts also follow this pattern: the SS25 collection is already discounted in July, while the FW25 collection is already depreciated in February.
Pre-Collections
The situation is further complicated by the introduction of intermediate seasons: Pre-Fall and Cruise. These pre-collections are often considered responsible for overloading the fashion industry. Pre-collections arrive in stores after the Fall/Winter merchandise has gone on sale but before the Spring/Summer collection is delivered to retailers. These collections, while considered “minor”, have an important commercial purpose and are often an opportunity for brands to organize fashion shows in exotic locations, outside the traditional catwalks of fashion capitals.
Originally, pre-collections were intended for wealthy customers who visited exotic countries or went on cruises during the winter. Today, these collections also include winter garments, aimed at an international audience (especially Chinese, Russian, and Arab) who dress for different temperatures than the European ones for which the system was originally designed.
The Role of Data Analytics in Fashion
Managing sales seasons in the fashion world is a delicate balance between the need to constantly innovate and the reality of an increasingly competitive market. Brands must find new ways to stay relevant and meet customer expectations without sacrificing the economic and environmental sustainability of their operations. Data Analytics in Fashion plays a crucial role in this context, allowing brands to analyze and predict trends, optimize inventory management, and improve the customer experience. Our Business Intelligence solutions allow you to optimize these dynamics through data analysis, supporting brands in making strategic decisions for each stage of the product life cycle.
Through Retail Analytics and Big Data Analytics tools in Retail, companies can collect and analyze large amounts of data from different sources, including sales data, customer behavior, and market trends. This in-depth analysis allows for a more detailed understanding of customer preferences and collection performance, supporting more informed and strategic decisions. The platforms we leverage in the projects we implement allow us to integrate all this information into a single solution, providing useful insights to optimize the entire supply chain, from production to sales.
The use of Predictive Analytics in Fashion makes it possible to anticipate future trends and consumer needs, improving collection planning and season management. Furthermore, the integration of Business Analytics in Retail helps to monitor sales performance in real time, quickly identify opportunities for improvement and respond agilely to market changes. With our experience, brands can more accurately predict future demand based on historical data, minimizing risks and inefficiencies.
We realize Business Intelligence & Advanced Analytics solutions to transform simple data into information of freat strategic value.
