Thursday, March 28, 2024
HomeretailGoodbye, parka. Shoppers finally ready for spring

Goodbye, parka. Shoppers finally ready for spring

It's about time consumers caught a break.

After months of bundling up against below-average temperatures, residents of the Midwest and Northeast are finally thawing out—spurring delayed demand for spring merchandise that's already hit the shelves.

People outside an H&M store in New York.Scott Mlyn | CNBC

As a result, March is shaping up to be significant month for retailers. Following a sluggish February, in which companies from Gap to L Brands said extreme weather took a bite out of sales, retailers are hoping the five-week long month will drive shoppers off of their couches and into the stores.

But while analysts sounded an overall positive note on the month—which should also benefit from a healthier consumer and an early Easter—trend reports and store checks indicate that certain names are better positioned for the season than others.

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"The trends are not as innovative as we would all like," said Jane Hali, head of Planet Retail's financial services team, on a call with BMO Capital Markets. "However, we are in a much better position this year than last year."

Coachella, color and comfort

Many of the season's biggest trends are continuations from last year. Key themes include a 1970s vibe; festival looks, a la the Coachella music festival; and a sport influence. Popular items include jumpsuits and dresses—which give shoppers an entire outfit with a single price tag—tunics and jogger pants.

One of the biggest changes for the season comes from the color palette, Hali said. Whereas spring 2014 was full of neutrals, this year's set is already shaping up to be more colorful. Pastel blues, pinks and yellows, and brights including orange, are more prevalent on the selling floor.

"The customer does respond to color," Hali said.

Another big change is a shift in focus back onto denim, a category that's lost much of its luster among comfort-driven shoppers who prefer leggings. For spring, Hali said denim is powder- or acid-washed, marking a "major change from all the dark denim that we've been wearing." It's also coming with a wider leg.

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Still, Hali emphasized that athletic influences are not abating. The category is particularly important during the transitional months, when temperatures are warm but not yet hot.

"One of the reasons why… 'athleisure' has been so important is because this customer can buy today and wear today," she said. "That is one of the major problems in apparel. We ship so early that in February we're seeing shorts and most of us can't wear them until the summertime."

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