It took lingerie purveyor and Sexy Halloween Costumes For Women manufacturer Yandy just three days 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 quickly on these,” Pilar Quintana-Williams, Yandy’s v . p . of merchandising, told CNBC. “We have now an ‘all-hands-on-deck’ mentality during Halloween season.”
Predicting the hottest trends for All Hallows Eve could be tricky for retailers, and filled with potential political pitfalls as Yandy found out featuring 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 organization 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 real key for retailers is speed, Quintana-Williams said, declining to comment on the Brave Red Maiden. That’s true in ramping up production and removing problematic costumes off the shelves. Yandy’s “Se.xy Op-Ed Anonymous” costume was based on an opinion piece published Sept. 5 within the New York City Times authored by an anonymous senior aide within the Trump administration who claimed to get “part of the resistance” working to thwart President Donald Trump.
Quintana-Williams said the idea arrived at her right after the op-ed started to dominate news reports 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 when we they have these ideas is how to produce a costume that can resonate with this customers and is still relevant,” Quintana-Williams said. “The timeline is usually critical, and that we work rapidly on these.”
For a few Halloween Costumes suppliers, identifying these trends can be somewhat of a guessing game.
Brad Butler, CEO of Halloween Express, said buying decisions start right after the holiday and continue through March. “So there’s ample time to possess the product made and shipped through the ocean towards the U.S. market,” he stated. “It’s unachievable to calculate with certainty what will be popular or trendy. I wish we might,” he explained.
Licensing restrictions also constrain retailers from quickly making costumes of popular celebrities or movie characters, he stated. Halloween Express sells greater than $50 million per year in costumes and other items on the web and at its 130 seasonal store locations across the U.S. They are able to travel that simply by making celebrity Halloween “kits” using items the actor, singer or politician could be recognized 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 known for,” Butler said. “In Michael Jackson’s case, a sequin glove was easy oknqdh to use to get the idea across.”
Disguise Costumes, which bills itself because the world’s leading costume company, licenses ideas from Hasbro, Disney and 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,” demand 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 through the summer blockbuster hit “The Incredibles 2.”