From 8/14/20
We Made Too Much |
Months after the pandemic slowed retail to a standstill, brands are still struggling to move mountains of unsold inventory. Like the unfolded laundry pile staring at me as I write today, this mess has layers. The backstory: Retailers ended up with 525,600 minidresses largely because inventory forecasts didn’t predict the pandemic. And retailers often produce more than they can sell.
The temporary solution: Brands are flocking to donation services to offload the goods they haven’t sold this summer, the WSJ reports.
It’s a charitable choice, but it’s also to circumvent a controversial alternative: destroying inventory. A famous example? Burberry’s 2018 admission that it burned $37 million of unsold goods. Shoppers and government agencies in some markets have stepped in to demand cleaner practices, but they’re not uniformly enforced across nations or even within large companies.
Another alternative: If retailers can’t get their orders in order, they can also sell inventory to off-price retailers like T.J. Maxx. But concerns about diluting their brands’ value makes this option less attractive. My takeaway: If retailers only produced what their customers truly wanted, the inventory glut would shrink. Now that the pandemic’s revealed the worst-case scenario for excess inventory, some brands may be convinced to create smaller batches at the outset. |