As we wrap up the AW24 season, it’s the perfect time to start planning for AW25. Even if you’re still in the throes of spring approvals or last-minute adjustments, thinking ahead to next autumn can be incredibly helpful. Now is an opportune time to assess the current season’s outcomes and look for ways to refine and enhance your approach for the upcoming one. This proactive planning mindset is especially valuable as you’re in the same seasonal mood—able to see what’s working, what’s not, and where adjustments are needed.
Here’s a guide to structuring your seasonal planning guide, with insights into each phase of the process.
The first step is to evaluate the performance of the current season. Take a close look at your top-selling items and any products that didn’t meet expectations. Understanding the “why” behind these results is critical. Beyond looking at numbers, try to review the physical products. Seeing them under store lighting, for example, can reveal whether colors or fabrics were as vibrant as intended. Did the design stand out on the rack? Was the hand-feel of the fabric appealing to customers?
This detailed review process can uncover unexpected insights. Create a list of high performers and items that fell short, along with notes on customer feedback. This serves as a “lessons learned” roadmap, allowing you to repeat successes and address weaknesses in your upcoming collections.
Next, it’s time to set your goals and budget for the new season. Your goals could range from growing a specific category or reaching a margin target to expanding into new customer segments. Treat these goals as your guideposts—they will help align every subsequent decision with your strategic objectives.
While your initial budget will be based on estimates, consider leaving some funds open as an “Open-to-Buy” (OTB) reserve. This flexibility allows you to respond to in-season opportunities or adjust based on new data as the season progresses. Starting your budget with historical figures is essential, but early performance indicators from the current season are equally informative. Look at early sales, budget adherence, and any growth potential in specific categories.
In the early stages, budgets should be done at a top level, breaking down by category and then further into sub-categories. Your research into market trends and competitor activity will guide these projections. For instance, if certain shapes or fabrics are showing renewed interest, you might want to consider incorporating them into next season’s lineup.
Once your goals are clear, focus on identifying relevant trends. This isn’t just about high-profile runway styles; it’s about understanding trends that resonate with your specific customer base. Not every trend is suitable for every brand, so choose the ones that align with your identity and customer preferences.
Trends aren’t limited to colors or silhouettes. Consider broader socioeconomic factors that may impact consumer choices, like changes in disposable income. These external influences often affect what customers are willing to spend, so take a holistic view when planning. This can help you create a balanced range that meets both fashion trends and practical customer needs.
Once you’ve identified trends and established a direction, start outlining your buy plan by category. This is where you’ll set preliminary budgets and quantities for each category, considering which items deserve extra attention and where newness can be introduced. Track your sell-through rates to make data-driven adjustments and strike a balance between core products and exciting new additions.
Be mindful of specific factors like size ratios and replenishment needs. When you’re developing products in-house, you have control over pack ratios and can tailor them to suit your customer base. For wholesale buying, however, you may need to negotiate with suppliers to ensure you’re getting the right assortment of sizes and quantities to maximize sales potential.
Finally, setting up a timeline from design to delivery is essential for a successful season. This “critical path” helps you stay on track by setting deadlines for each step, from sample approvals to production and shipping. Aligning with suppliers on these deadlines can help you avoid delays and ensure your products are ready for key sales periods.
Sticking to this timeline can be challenging. Unexpected issues often arise, so it’s crucial to have the experience and flexibility to make sound, quick decisions that align with business priorities. Working within the critical path minimizes potential lost sales and helps maintain your brand’s momentum. When timelines shift, costs add up across the board—lost sales, cancellations, and supplier strain all result from delayed launches.
With a well-structured plan, you put yourself in the best position to make smart well researched and informed buying decisions, to stay ahead of demand and maximizing potential for the season. This foundation is your best asset, helping you balance creativity with strategic insights and financial planning. Take the time to lay this groundwork, and you’ll be ready to move confidently into the next season with a strong vision and clear direction. You can download the FREE checklist on the resources page here
By staying proactive and disciplined in your approach, you’re not just setting up a successful season; you’re building a reputation as a thoughtful, informed buyer.
