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Plain vanilla is the kiss of death.
Sporting goods brands and retailers need to be willing to take some risks in their design and merchandising to lure consumers to buy.
“A plain vanilla assortment means boring and the same as last year,” said Matt Powell, vice president and senior industry analyst for NPD Group. “There’s no surer way to kill a retail business.”
So despite fears that have come to the forefront during the pandemic that are causing companies to want to play it safe, Powell said they need to “take some risk and offer a provocative and exciting assortment.”
Powell made those comments as part of a webinar titled “Monitoring the Impact of COVID-19 and the Road to Recovery” for the Sports & Fitness Industry Association Tuesday afternoon.
Over the past few months, sports apparel and footwear have performed better than many
“A lot of people in fashion don’t understand that you can’t easily gift a rug or table. It doesn’t work the same as it does for a dress or a pair of shoes.”
Home is where the #content is — or so wrote Hilary George-Parkin in a 2017 Fashionista story titled, “Why Fashion Bloggers Are Evolving Into Home Decor Influencers.”
Three years later, may I ask: Why were once-strictly-fashion-adjacent influencers venturing into more home-furnished pastures?
George-Parkin’s reporting is certainly worth revisiting in its own right, but for the interest of this piece, I’ll say the gist was this: With the influencer class having, well, influenced our clothing and accessories to a certain degree of satisfaction, our homes became their next logical frontier with which to express their particular stamps of style.
With the help of an affiliate link or 15, these professional tastemakers have come to establish themselves as bona