TREND ANALYSIS By understanding the lifecycle of a product, merchandisers can maintain profitable garments, which could potentially be used again the following year. Ultrafast fashion retailers make designs in small batches to test demand and if items prove to be successful, they can quickly be reproduced (Hendriksz, 2017). As part of a brands buying policy, before creating a new range, buyers and merchandisers will look back on past collections; analysing how successful the season has been for them. From this, a postmortem report is drawn up to summarise a range’s success, drawing meaningful conclusions to inform future development practices.
Miami Swim Week Monica Hansen Swimwear 2020 (fashionweekonline.com, n.d.)
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