As fashion works to reduce its footprint and operate more sustainably, there are other lessons to be learned by keeping a finger to the wind.
“The extreme events are what get the headlines and that’s what often gets the C-level executives to pay more attention,” Gold said. “But the overwhelming majority of the economic impact of weather [on] are the day-in and day-out changes. How does it feel to a customer in New York City today versus Salt Lake City and what are they buying now versus a month from now?”
That can mean turning on marketing emails that pitch jackets during a cold snap or waiting to ship bikinis to the stores until it’s really and truly beach weather. The good news for the brick-and-mortar crowd is that Gold predicted the weather will be “supportive of store traffic” in the second half with temperatures colder than last year.
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