It took lingerie purveyor and Sexy Halloween Costumes For Women manufacturer Yandy just three days to go from idea to product execution on its Se.xy Op-Ed Anonymous Halloween costume for the 2018 season. “The timeline is definitely critical, and we work very quickly on these,” Pilar Quintana-Williams, Yandy’s vice president of merchandising, told CNBC. “We have an ‘all-hands-on-deck’ mentality during Halloween season.”
Predicting the latest trends for many Hallows Eve can be tricky for retailers, and loaded with potential political pitfalls as Yandy learned using its Brave Red Maiden Costume. Fashioned after the popular Hulu show “The Handmaid’s Tale,” the costume was yanked late last month after customers accused the business of se.xualizing “a show about misogyny and rape.”
With fickle customer tastes and a flub generating immediate backlash on social media, the real key for retailers is speed, Quintana-Williams said, declining to comment on the Brave Red Maiden. That’s true in both ramping up production and removing problematic costumes from the shelves. Yandy’s “Se.xy Op-Ed Anonymous” costume was based upon an opinion piece published Sept. 5 in The Ny Times authored by an anonymous senior aide within the Trump administration who claimed to be “portion of the resistance” working to thwart President Donald Trump.
Quintana-Williams said the concept came to her right after the op-ed begun to dominate news reports that week. It’s now ready for purchase on Yandy’s website – taking less than a month to go from idea to consumer. “The struggle whenever we they have these ideas is how you can create a costume which will resonate with the customers and is still relevant,” Quintana-Williams said. “The timeline is always critical, and that we work rapidly on these.”
For many Adult Halloween Costumes suppliers, identifying these trends may be a bit 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 for the U.S. market,” he said. “It’s not possible to predict with certainty what is going to be popular or trendy. I wish we might,” he said.
Licensing restrictions also constrain retailers from quickly making costumes of popular celebrities or movie characters, he said. Halloween Express sells a lot more than $50 million annually in costumes and other items on the internet and at its 130 seasonal store locations across the U.S. They could travel that simply by making celebrity Halloween “kits” using items the actor, singer or politician may be known for and packaging them together for sale.
“The thrown-together celebrity kits usually are done using look-a-like pieces or pieces that closely resemble something the celebrity was noted for,” Butler said. “In Michael Jackson’s case, a sequin glove was easy oknqdh to use to have the idea across.”
Disguise Costumes, which bills itself since the world’s leading costume company, licenses ideas from Hasbro, Disney as well as other movie studios so its turnaround time is significantly slower. However, when 2012 presidential candidate Mitt Romney proposed to take away government funding for PBS, home of popular children’s show “Sesame Street,” need for Sexy Halloween Costumes For Women rose, said marketing director Bernice Nesbit. A number of the company’s most widely used costumes this season are characters and items through the summer blockbuster hit “The Incredibles 2.”