It took lingerie purveyor and Adult Halloween Costumes manufacturer Yandy just 72 hours to go from plan to product setup on its Se.xy Op-Ed Anonymous Halloween outfit for the 2018 season. “The timeline is definitely critical, and we work quickly on these,” Pilar Quintana-Williams, Yandy’s v . p . of merchandising, told CNBC. “We now have an ‘all-hands-on-deck’ attitude during Halloween season.”
Predicting the most popular trends for many Hallows Eve can be tricky for retailers, and filled with potential political pitfalls as Yandy found out 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 organization of se.xualizing “a show about misogyny and rape.”
With fickle customer tastes as well as a flub generating immediate backlash on social media, the 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 upon an opinion piece published Sept. 5 in The Ny Times authored by an anonymous senior aide in the Trump administration who claimed to get “portion of the resistance” trying to thwart President Donald Trump.
Quintana-Williams said the concept arrived at her following the op-ed started to dominate the news 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 once we the group have these ideas is how you can produce a costume that will resonate with the customers and is still relevant,” Quintana-Williams said. “The timeline is always critical, and we work rapidly on these.”
For some Adult Halloween Costumes suppliers, identifying these trends can be a bit of a guessing game.
Brad Butler, CEO of Halloween Express, said buying decisions start right after the vacation and continue through March. “So there’s ample time to have the product made and shipped using the ocean for the U.S. market,” he explained. “It’s not possible to calculate with certainty what is going to be popular or trendy. If only we could,” he said.
Licensing restrictions also constrain retailers from quickly making costumes of popular celebrities or movie characters, he explained. Halloween Express sells a lot more than $50 million annually in costumes as well as other items on the internet and at its 130 seasonal store locations throughout the U.S. They could get around that through making celebrity Halloween “kits” using items the actor, singer or politician might be noted for and packaging them together available for sale.
“The thrown-together celebrity kits usually are carried out 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 make use of to get 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 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,” interest in Sexy Halloween Costumes For Women rose, said marketing director Bernice Nesbit. A few of the company’s most widely used costumes this coming year are characters and items from the summer blockbuster hit “The Incredibles 2.”