Disclaimer: The statements and opinions expressed in this article are those of the author(s) and do not necessarily reflect the positions of Thoughtworks.
The headlines this week are wailing “Retailers See Red Down As Warm Weather Melts Hopes For A Cozy Christmas!” Yes, it’s warm. Unseasonably, unreasonably, warm. Here on the east coast where we’re basking in the 60s and 70s, nodding about climate change and complaining how difficult it is to get into the Christmas spirit when it’s so warm outside (never mind the fact that for a good chunk of the U.S., this is winter-as-usual and they don’t seem to have any problem getting their holly-jolly on.)
All climate change concerns aside, the real panic is at the store level where retailers are overstocked with cold-weather wear and pushing parkas, boots and sweaters out the door at deep, deep discounts.For purveyors of perennial winter gear like LL Bean and Lands End, those down-filled comforters can wait in the warehouse for next winter. But for most retailers, those piles of fleece pajamas and fur-lined boots are yours to markdown until they move.
Those of us who survived the Boston Snowmageddon of last year are all “Just you wait … Winter is Coming...” and see no reason for retailers to write off the cold just yet. But as warm-temps wallop an already soft retail market, we at Thoughtworks can’t help but wonder, what does it take to weatherproof your business?
There will always be a degree of unpredictability in retail but the better prepared you are for change of any kind – be it economic, cultural, climate or otherwise – the more enduring your business will be.
Disclaimer: The statements and opinions expressed in this article are those of the author(s) and do not necessarily reflect the positions of Thoughtworks.