It took lingerie purveyor and Sexy Halloween Costumes For Women manufacturer Yandy just 72 hours to go from idea to product setup on its Se.xy Op-Ed Anonymous Halloween outfit for the 2018 season. “The timeline is usually critical, and we work very 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 most popular trends for those Hallows Eve could be tricky for retailers, and loaded with potential political pitfalls as Yandy learned using its Brave Red Maiden Costume. Fashioned after the popular Hulu show “The Handmaid’s Tale,” the costume was yanked late recently after customers accused the organization 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 key for retailers is speed, Quintana-Williams said, declining to comment on the Brave Red Maiden. That’s true both in ramping up production and removing problematic costumes from the shelves. Yandy’s “Se.xy Op-Ed Anonymous” costume was according to an opinion piece published Sept. 5 within the New York City Times published by an anonymous senior aide in the Trump administration who claimed to be “part of the resistance” working to thwart President Donald Trump.
Quintana-Williams said the idea came to her right after the op-ed begun to dominate the news that week. It’s now ready for purchase on Yandy’s website – taking less than a month to travel from idea to consumer. “The struggle once we the team have these ideas is how to develop a costume which will resonate with the customers and will still be relevant,” Quintana-Williams said. “The timeline is always critical, and we work very quickly on these.”
For many 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 enough time to hold the product made and shipped through the ocean towards the U.S. market,” he explained. “It’s difficult to calculate with certainty what is going to be popular or trendy. If only we might,” he stated.
Licensing restrictions also constrain retailers from quickly making costumes of popular celebrities or movie characters, he explained. Halloween Express sells a lot more than $50 million per year in costumes as well as other items on the internet 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 may be noted for and packaging them together for sale.
“The thrown-together celebrity kits usually are performed 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 make use of to get the idea across.”
Disguise Costumes, which bills itself since the world’s leading costume company, licenses ideas from Hasbro, Disney as well as 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 Sexy Halloween Costumes For Women rose, said marketing director Bernice Nesbit. Some of the company’s most popular costumes this coming year are characters and items through the summer blockbuster hit “The Incredibles 2.”