Accessories. Totes and sun hats “work great for summer promotions,” said Crystal Raymond, marketing coordinator for Los Angeles-based Bella. However, as opposed to bundling accessories, it might be wise simply to encourage customers to spend more on a higher-quality item. Though John Amsterdam, president of Neet Feet in Oceanside, Calif., expected customers to pair, say, a beach bag or mat with flip-flops, he found they typically only went for one or the other. “Everybody seems to think it’s still a good idea, it just didn’t work out in reality,” he added.
Breathability. “Summer brings warmer weather, so naturally the season’s apparel becomes lighter in weight, more airy and open,” said Lee Strom, senior marketing manager at SanMar Corporation in Preston, Wash.
Summer School
Learn the ABCs of warm-weather wearables