I really hate the fact that my local Target is already phasing out swimsuits in favor of wooly wraps. And this started a week ago, when the calendar was still at June. This is a familiar rant of mine, which I write about at least once a year; go back here, here, and here if you’d like to read my past rants. And the other day, I found someone who shares my point of view. The following article is from Stylist (with photo courtesy of Getty Images):
Swimsuits are on sale and it's only the beginning of July. Retailers like Old Navy and Gap will be fully merchandised for fall in the next two weeks, and department stores will be stocked by the end of the month. Then, back-to-school garb will be marked down before you even send the kids off to camp.
We know retailers jump the gun on the seasons, but it seems to be getting worse. You'd think technology would allow for retailers and manufacturers to work closer to the season, not further away.
"Once upon a time, designers and apparel brands delivered four collections per year (fall, winter, spring, summer) and most stores were successful and happy with that delivery schedule," retail trend expert Tom Julian tells StyleList. "Then came 10 collections per year in which designers and brands added resort, pre-fall, holiday and more, which helped to bring in inventory and more transitional goods."
It's the fast-fashion retailers like H&M and Zara that are making things move more quickly these days, because they can. And if one does it, they all follow suit. However, there have been some concessions made to this insanity. Designers do show things like shorts and swimsuits for some early fall (aka summer) deliveries, and leather pieces always seem to find their way into early spring selections.
"In the apparel world, designers and brands are always working about two years ahead, committing to fabrics and themes," Julian continues. "The only way to stay competitive is to embrace this model and give retailers what they ask for -- even if the shopper is not asking for it."
In other words, you can buy a swimsuit on sale while you get a head start on your fall wardrobe.