Hi Zanerobe
I am the purchasing manager for an out of season/ clearance stock store for New Zealand streetwear labels. We are in the CBD of Queenstown, New Zealand and opening next month.
As you probably know, Queenstown is a four seasons resort in the south island.
For a label such as Zanerobe there is a real stigma attached to selling stock at a discount. However at the end of every season there must be stock which has not sold. For an Australian brand our store in Queenstown is the ideal place for this stock to be sold.
Firstly there will be absolutely no cannibalisation of the existing market if the stock was sold somewhere you have a presence.
Secondly there is no chance of the market getting the perception that Zanerobe clothes are constantly available on sale as the vast majority or retail customers in Queenstown are short term visitors, therefore the stock will only be available to them for the duration of their visit. Short term visitors are also far more likely to make impulse purchases, making it easier to sell the stuff which has been especially difficult to sell.
Thirdly in Queenstown we get a large number of Australian visitors with 20 direct flights from Australia a week. This means that there is a large number of people in town who recognise the brand so we will be able to shift good quantities of stock.
Fourthly the majority of visitors to Queenstown are international visitors in the 20-35 demographic. These visitors will buy the stock in Queenstown and then take it back home with them, increasing Zanerobe's exposure around the world.
For the reasons above selling out of season stock in tourist resorts has been a model which has worked for labels in the US in places such as Park City, Mammoth Lakes and Las Vegas. However we are going to be selling our stock with the pride it deserves, unlike some of the places in the US.
You have a fantastic collection so there is probably not much that doesn't find a loving home. However we would love to help you out with anything that doesn't make it out the door.
So let us know what you think.
Cheers
Fred