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DELIVERY CALENDAR
Spring-
Summer
Precollection
Main collection
Christmas flash
Month
January
February
April
Fall-
Winter
Precollection
Main collectionl
Christmas flash
Month
July
August
October
The prêt-à-porter calendar, with its
two traditional spring-summer (deliv-
ered beginning in January) and fall-
winter (beginning in June) seasons, is
expanded with precollections (a month
before the above-mentioned seasons)
and seasonal updates (throughout the
season itself).
Precollections
These are usually a continuation of the
most-sold garments from the previous
season, although they are becoming
increasingly important in their own
right and beginning to be independent.
Their objective is not so much image
or trend, but to provide a service to
the store and contribute to boosting
sales early in the season. Their price
tends to be competitive, since they
are offered during sales periods along
with discount garments.
Flash sales and updates
Flash sales serve to cover concrete
periods such as Christmas and New
Year’s, when party dresses are placed
on sale, or summer, when bathing suits
and accessories for the beach go on
sale. Although the role of updates is
to replenish the most-sold garments
and update, as the name suggests,
the main collection with designs not
previously anticipated and that are
now trendy.
POST-SALES SERVICE
AND PENALIZATIONS
When the sale has been made, a rela-
tionship between designer-brand and
store begins that does not simply
end when the delivery of the order
has been made. Post-sales service,
of increasing importance, consists
in minding delivery times, replacing
merchandise during seasons, substi-
tuting defective garments, and sup-
porting the brand in the store with
elements of communication such as
promotions and/or fashion shows.
This service is not only necessary
for maintaining and reinforcing the
relationship with the store, but also
is essential in regard to the public.
The repositioning of the clothes most
in demand, changes, and solutions
to possible problems have as their
end consolidating the connection with
consumers.
SALES AND DISTRIBUTION
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