How to Plan For the Wholesale Market in 2024

A Year-Round Approach to Product Planning For the Wholesale Market Calendar in 2024

Each season, assortment planning is a crucial business element for retailers and wholesalers alike. Whether you’re a designer crafting your latest collection or a brand curating product lines for retailers, a strategic approach to assortment planning is important for success in a very competitive market.

Retailers such as the likes of Nordstrom, Shopbop and Bergdorf Goodman all follow a well-defined market calendar to introduce new collections and products that align with their customers’ needs as well as key consumer shopping moments.

A well-executed assortment planning strategy can be a game-changer, ensuring that retailers offer the right products, at the right time, and in the right quantities to meet customer demands and preferences.

This is where wholesale retail brands come in. As suppliers of the products that retailers offer for sale, brands need to ensure that not only are they creating collections that buyers want to stock, they are producing them in enough quantities and delivering them on schedule so that they can be added to a store’s assortment at the right time. Understanding the annual timings of the wholesale buying process by retailers allows supplier brands to tailor their product ranges accordingly, helping to foster stronger partnerships with buyers and increased sales. 

Below, we breakdown the retail calendar to provide some insight into when retailers begin purchasing for each season, which can in turn help you plan your production calendar. 

Market and Sales: Typical market schedule for retail


What is market? Market week is a time period in which clothing, footwear and accessories buyers travel to a specific location to plan their purchases for the season. For example, during New York Fashion Week, fashion retail buyers will travel to the city to meet with various apparel brands to preview their latest collections and discuss wholesale opportunities.

Thanks to technology, both brands and retailers also have the chance to connect virtually, which allows global brands the opportunity to present their collections to buyers in numerous markets from the comfort of their office or showroom.

It’s important to plan ahead and have your brand’s new collection ready to launch according to market season dates. “It is best to have an idea of what seasons you plan to launch newness and make sure your brand, samples, line sheets and pricing are ready in time to share with buyers in order to book appointments,” says Alisha Hope, The Folklore’s Retail Account Executive. 

The market schedule follows a structured framework divided into two main seasons, Spring/Summer and Fall/Winter, while inter-seasonal collections such as Resort and Pre-Fall have been introduced to bridge the gaps between the main two seasons and introduce newness more frequently. 

New to The Folklore Connect? Sign up to shop wholesale or apply to sell as a brand