It took lingerie purveyor and Sexy Halloween Costumes For Women maker Yandy just three days to go from idea to product execution on its Se.xy Op-Ed Anonymous Halloween outfit for the 2018 season. “The timeline is always critical, and we work very quickly on these,” Pilar Quintana-Williams, Yandy’s v . p . of merchandising, told CNBC. “We now have an ‘all-hands-on-deck’ mentality during Halloween season.”
Predicting the most popular trends for All Hallows Eve may be tricky for retailers, and full of potential political pitfalls as Yandy discovered with its Brave Red Maiden Costume. Fashioned following the popular Hulu show “The Handmaid’s Tale,” the costume was yanked late last month after customers accused the company of se.xualizing “a show about misogyny and rape.”
With fickle customer tastes along with 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 off of the shelves. Yandy’s “Se.xy Op-Ed Anonymous” costume was according to an opinion piece published Sept. 5 within the Ny Times published by an anonymous senior aide in the Trump administration who claimed to get “area of the resistance” attempting to thwart President Donald Trump.
Quintana-Williams said the idea got to her following the op-ed started to dominate this news that week. It’s now ready for purchase on Yandy’s website – taking under a month to travel from idea to consumer. “The struggle whenever we they have these ideas is how to produce a costume which will resonate with the customers and will still be relevant,” Quintana-Williams said. “The timeline is usually critical, and we work very quickly on these.”
For many Halloween Costumes 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 vacation and continue through March. “So there’s enough time to possess the product made and shipped through the ocean towards the U.S. market,” he said. “It’s difficult to predict with certainty what is going to be popular or trendy. If only we might,” he explained.
Licensing restrictions also constrain retailers from quickly making costumes of popular celebrities or movie characters, he said. Halloween Express sells greater than $50 million a year in costumes along with other items on the web and at its 130 seasonal store locations throughout the U.S. They could get around that by making celebrity Halloween “kits” using items the actor, singer or politician could be known for and packaging them together available for sale.
“The thrown-together celebrity kits usually are performed using look-a-like pieces or pieces that closely resemble something the celebrity was known for,” Butler said. “In Michael Jackson’s case, a sequin glove was easy oknqdh to utilize to obtain the idea across.”
Disguise Costumes, which bills itself as the world’s leading costume company, licenses ideas from Hasbro, Disney along with other movie studios so its turnaround time is 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 Adult Halloween Costumes rose, said marketing director Bernice Nesbit. Some of the company’s most popular costumes this coming year are characters and items from your summer blockbuster hit “The Incredibles 2.”