The definitive guide to Caribbean fashion selling seasons

by Jessel Brizan | VALSAYN, Trinidad and Tobago | September 7, 2022

 

PREAMBLE

The following article contains excerpts from my publications, Costing for Fashion: A Guide for Startups and Small Businesses and Technical Package Development for Excel. Along with previous writings encompassing electronic, digital, social, and print media, it additionally draws references from my forthcoming books Selling Your Collection and Before You Leap: A Guide for the Aspiring Fashion Designer.

From the very origins of my foray into the business of fashion design in 2006, I endeavoured to align each of my collections in deference to the climatic seasons that define and dictate the Caribbean region hyphenated by the traditional selling seasons that govern the global fashion industry, for example, Dry Season – Spring/Summer.

Beyond differentiating my brand ethos, the goal is to share and inculcate a level of pride and unity deserving of our Caribbean identity, as much as to indoctrinate Caribbean selling seasons as a definitive element in developing a well-structured, sustainable, globally-competitive Caribbean fashion industry.

I further propagated this ethos in the classroom from the commencement of my tenure as an educator in 2008 by introducing the philosophy of Caribbean selling seasons as a viable option when designing collections. When and where applicable, each detailed assignment sheet would require trainees to select an upcoming season inclusive of the Dry and Rainy seasons in addition to the customary.

As I alluded to in my previous article, The deep-rooted issues with local fashion, one of the many reasons that Trinidad and Tobago remains absent of a well-established fashion industry is that it lacks clearly defined selling seasons. In the absence of proper infrastructure including a fibre and textile industry, design and production trades, auxiliary or fashion-related trades, and the retail trade, the development of seasonal runway and trade shows, and market weeks further articulates the need for delineated market segments and design markets to compliment the selling seasons in the Caribbean.

The focal point of this guide is ingrained in the establishment of a harmonious, interconnected, ethical, sustainable, globally-competitive, supportive Caribbean fashion industry with clearly defined selling seasons, market segments, design markets, and infrastructure rooted in the spirit of open transparency, creativity, collaboration, community, diversity, inclusion, sustainability, innovation, research, and global connectivity.

Accordingly, this guide provides insight on Caribbean fashion selling seasons not only as a source of Caribbean pride, identity and solidarity, but more so to identify, define and promote key selling seasons for the purpose of providing a definitive, distinctive design ecosystem.

RATIONALE

In the global fashion industry, the timing of product development, production, promotion, and presentation is critical. From concept to retail store, selling seasons play an important role within the line planning and collection development process since design and product development teams must define and develop multiple seasonal plans that fit within their set design structure encompassing design markets, customer focus, product classifications, and merchandising programmes.

Knowing and understanding the season your line is appropriate for, and having awareness of the months of lead-time between when merchandise is marketed and sold for a particular a season, and when it appears in stores is crucial for sales, profitability and growth.

Currently, the presentation of Caribbean fashion collections is as sporadic as its carnivals. The fragmentation of Caribbean fashion only serves to create disparity and confusion for potential overseas buyers and retailers.

For most established and aspiring Caribbean designers, the typical notion is to adopt and conform to the status quo that defines the global fashion calendar as instituted by its progenitors. And because of their geographical location and climate, most Caribbean designers opt for the typical Resort and Cruise seasons to showcase their wares.

To be uniquely Caribbean signals a response to the resounding call to take pride and ownership in our unique identity, and our innately indigenous resources inclusive of our people, culture, music, food, and lifestyle.

Caribbean Influences

Within the Caribbean diaspora lies hidden, an almost infinite source of inspiration that transcends the imagination. As Caribbeans, our true wealth lies in the mystique of the waters, flora, fauna, and terra firma that are uniquely diverse and indigenous to the islands of the region.

Moreover, the Caribbean possesses a unique, distinctive voice deeply rooted in its rich history - from the indigenous peoples to the colonizers to the enslaved Africans to the indentured labourers to the immigrants of every ethnicity, creed and nationality, each of whom have left an indelible legacy.

The amalgamation of these factors has conspired to shape our identity that present-day still pervades the societal, cultural, political and socioeconomic landscape of the region. From the remnants of our deep, dark and storied past has blossomed a unique, vibrant, colourful mosaic of people, culture, music, and food that inspires an eclectic assortment of Caribbean lifestyles.

Despite the immense design potential for niche design markets, customer profiles, product classifications, and lifestyle merchandising, the vast influence of the Caribbean ethos remains largely neglected, unexplored and unexploited by its natives.

The Caribbean aesthetic could never be one thing. However, urgent is the need to embrace the harmonious cadence of our collective Caribbean identity versus the cacophony of many disparate individual voices.

Of course, designers will always possess the free will and inalienable right to produce collections within the confines of their ethos and design structure. Every designer or design firm should have a unique vision for their customer inextricably linked to their brand identity.

In order to design and deliver the best Caribbean lifestyle products and services, it is important to have a clear understanding of the customers’ needs and demands. It should be an essential component of any design ethos to research, study and understand the climate, landscape, culture, and lifestyles that dictate the Caribbean experience.

The Caribbean Geography

Essentially, the Caribbean offers a diverse landscape ideally suited to the imagination of the most avid tropical island adventurer. From the tropical forests to the coastal regions, the archipelagos of the Caribbean are varied in their geography and geology, primarily due to volcanic activity with some islands possessing rugged, towering mountain-ranges while others have relatively flat terrain of non-volcanic origin.

Not unlike any region in the world, for us Caribbeans every aspect of our daily life is influenced by the climatic seasons and the changes in its patterns. The Caribbean climate is tropical and varies from tropical rainforest in some regions to tropical monsoon and tropical savanna in others. Some areas possess more arid climates, with the mountainous areas prone to cooler temperate climates.

As with other tropical regions across the planet, seasonal rainfall is divided into two distinct seasons, Dry and Wet or Rainy. The Dry season runs from December through April and sees lower rainfall and humidity, and sparse vegetation. The Rainy season runs from May through November and is dominated by increased rainfall, higher humidity and lush vegetation. The mostly hot temperatures vary from 25 to 33 °C (77 to 91 °F) between the dry and wet seasons.

The Caribbean LifestylE

The Caribbean has an idyllic spirit rooted in its uniquely diverse and indigenous waters, flora, fauna and terra firma, as much as its climate, landscape and culture. The region is the perfect destination for those who possess a spirit of travel, adventure, exploration, escapism, and self-discovery.

More than sun, sand and sea, the genuine warmth and welcome of the Caribbean people add to a melting pot of diverse lifestyles that transcend ethnicity, colour, socioeconomics, and nationality. From music, sports and cultural events to the culinary fare, or just ‘limin’ at a bar, the Caribbean boasts a wealth of options for the most ardent thrill-seeker who desires an immersive experience.

CARIBBEAN SELLING SEASONS

Much like its climate, the Caribbean selling seasons precedes yet coincides with the selling seasons that define the annual global fashion calendar.

Dry Season

In line with the climate, the Dry Season runs from December to May. It coincides with Winter yet precedes and is analogous to Resort, Cruise, Spring, and Summer seasons. As dictated by lead times, sales or showroom ready-samples are produced by May in anticipation of runway and trade shows, buyers’ meetings, and market weeks during the August to September period. At the retail level, merchandise is delivered to retailers by the end of October to accommodate instore availability in November.

  • December to May.

  • Coincides with Winter.

  • Precedes Resort, Cruise, Spring, and Summer.

  • Showroom ready-samples by May.

  • Delivered to Retailer by October.

  • In stores in November.

Rainy (Wet) Season

As defined by the climate, the Rainy or Wet Season runs from June to November. It runs concurrent to Summer yet precedes Holiday, Autumn (Fall), and Winter. Sales or showroom ready-samples are produced by November in anticipation of runway and trade shows, buyers’ meetings, and market weeks during the February to March period. Merchandise is delivered to retailers by the end of April to accommodate instore availability in May.

  • June to November.

  • Coincides with Summer.

  • Precedes Holiday, Pre-Fall, Autumn (Fall), and Winter.

  • Showroom-ready samples by November.

  • Delivered to Retailer by April.

  • In stores in May.

AUXILIARY SELLING SEASONS

Due to population size, demographics and psychographics, the local markets for the consumption of Caribbean fashion are typically too small and fragmented to be designated a primary market, particularly where the goal is profitability and growth.

Therefore, it is prudent that designers look beyond the shores of the Caribbean to access international markets where there exists a propensity to consume brand Caribbean. The following seasons propose potential niche markets worthy of consideration for designers to adopt and incorporate in their seasonal plans.

Autumn/Winter Travel

For most Caribbean designers, a missed and/or overlooked opportunity exists where Caribbeans travel north during the cooler months for business and/or leisure. In their defence, how can one design for a climate that is obscure as much as it is foreign? The Autumn/Winter season proposes a potential niche market to design apparel and accessories, such as layering garments that are suited to the colder temperate climate.

Festivals Season

The proliferation of Trinidad and Tobago-inspired carnivals around the world presents a unique opportunity for the design of festival wear collections and/or capsules year-round. It is not uncommon to find ardent fans who follow their favourite local and Caribbean bands across the global divide. This also extends to other major carnivals, festivals and concerts around the world such as Rio de Janeiro Carnival (Brazil), Mardi Gras (USA), Coachella (USA), Montreal International Jazz Festival (Canada), and Reggae Sumfest (Jamaica).

 
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