It took lingerie purveyor and Sexy Halloween Costumes For Women manufacturer Yandy just three days to go from idea to product setup on its Se.xy Op-Ed Anonymous Halloween costume for the 2018 season. “The timeline is definitely critical, and we work quickly on these,” Pilar Quintana-Williams, Yandy’s vice president of merchandising, told CNBC. “We have now an ‘all-hands-on-deck’ mentality during Halloween season.”
Predicting the latest trends for All Hallows Eve can be tricky for retailers, and loaded with potential political pitfalls as Yandy learned with its Brave Red Maiden Costume. Fashioned following the popular Hulu show “The Handmaid’s Tale,” the costume was yanked late last month after customers accused the company of se.xualizing “a show about misogyny and rape.”
With fickle customer tastes as well as a flub generating immediate backlash on social media marketing, the real key for retailers is speed, Quintana-Williams said, declining to comment on the Brave Red Maiden. That’s true in ramping up production and removing problematic costumes off the shelves. Yandy’s “Se.xy Op-Ed Anonymous” costume was based upon an opinion piece published Sept. 5 inside the New York City Times published by an anonymous senior aide within the Trump administration who claimed to get “part of the resistance” working to thwart President Donald Trump.
Quintana-Williams said the thought came to her right after the op-ed started to dominate this news that week. It’s now ready for purchase on Yandy’s website – taking less than a month to visit from idea to consumer. “The struggle whenever we the group have these ideas is how you can produce a costume that can resonate with this customers and will still be relevant,” Quintana-Williams said. “The timeline is always critical, and that we work very quickly on these.”
For some Sexy Halloween Costumes For Women suppliers, identifying these trends may be a bit of a guessing game.
Brad Butler, CEO of Halloween Express, said buying decisions start immediately after the holiday and continue through March. “So there’s ample time to hold the product made and shipped via the ocean for the U.S. market,” he explained. “It’s unachievable to calculate with certainty what is going to be popular or trendy. If only we could,” he stated.
Licensing restrictions also constrain retailers from quickly making costumes of popular celebrities or movie characters, he stated. Halloween Express sells a lot more than $50 million annually in costumes and other items online and at its 130 seasonal store locations over the U.S. They are able to travel that simply by making celebrity Halloween “kits” using items the actor, singer or politician could be known for and packaging them together on the market.
“The thrown-together celebrity kits usually are done using look-a-like pieces or pieces that closely resemble something the celebrity was noted for,” Butler said. “In Michael Jackson’s case, a sequin glove was easy oknqdh to use to obtain the idea across.”
Disguise Costumes, which bills itself because the world’s leading costume company, licenses ideas from Hasbro, Disney and other movie studios so its turnaround time is significantly slower. However, when 2012 presidential candidate Mitt Romney proposed to adopt away government funding for PBS, home of popular children’s show “Sesame Street,” need for Halloween Costumes rose, said marketing director Bernice Nesbit. Some of the company’s most popular costumes this season are characters and items through the summer blockbuster hit “The Incredibles 2.”