What To Do When Your Best Seller is Discontinued
Last year, we were informed the material for one of our best sellers, the Button Down Vest, was being discontinued country wide. Although we had bulk purchased the fabric, our stock levels were dwindling, and when we went to place our next batch, it was gone.
At first, we sampled the style with a number of different similar fabrics, but none had the same feel and finish, sat flush, or hugged the body as well as the original. We met with suppliers from all over the country, but ultimately, we were forced to make the decision to pull the style completely.
If you work in product design, buying or operations, you’ll know when you’re onto a winner, you double down on that style: re-cutting more units, bringing out in new colours, and use it to scale.
The decision was eye watering, but we had to protect our brand integrity.
You see, as a new brand, putting a product to market that didn’t live up to expectations of our previous material could have been make or break for first time customers. Similarly, I thought of the customers who might be looking to purchase the new material pant to match their existing material top, only to have them not match, etc.
You can also watch me explain this problem on Tiktok here.
Solution 1#: Trying New Iterations:
Trying to work with a similar fabric (a lustrous, thick acetate blend) we the designed the Tailored Cami:
To the naked eye, the fabric was the same in look and finish, but it did have slightly less stretch, so didn’t work properly for the Button Down Vest style.
To mitigage, we re-designed a 90s inspired neckline and strap, with a side zip closure. Although this style was well received, we still get messages about the Button Down Vest to this day.
Solution 2#: Staying True to the Design, but in noticeably new fabrics
As mentioned, we didn’t see bringing back the style in a new fabric as feasible. By this stage, the Button Down Vest had been copied by a number of Australian fashion brands, further bittering the taste in my mouth. I was now convinced if we wanted to re-launch this style, it needed to be different.
Cue, the Tailored Vest. Designed in an updated suiting fabric that sat snug on the waist whilst moving with the curves of the body - we kept the same fit, but updated the buttons to be self-fabric covered, with loophole closures, inspired by vintage Japanese dressing. It can be paired with a wide leg suit pant or our suit short, for a desk to dinner look. 12 months later, she’s finally ready for market. We hope you love her as much as we do.
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