Apparel sales in the US have been the slowest since March 2009 despite markdowns and promotions. Clothing stores sales dropped 3.1 per cent in January. One reason is that millennials are spending less on clothing. Another is that the heavy discounting that was done during the Christmas period caused lower interest in apparel in January. Fourth quarter sales are disappointing and earnings results are poor.

Retailers in the US have turned to secondhand clothing. They delight in selling secondhand clothes, denim, and markdowns. Macy’s now has 40 units with secondhand apparel, JC Penney has 30 secondhand shops, and Madewell has six shops with secondhand apparel.

Nordstrom’s resale shop is stocked with merchandise that has been returned by its customers. Each item is cleaned, refurbished, and sold at about half its original price. Gap will give gift certificates to customers who return goods for resale.

Stores promote a color by having all mannequins in the same fashion color. They back up the color with different styles and create interest among fashion conscious customers. So spring may have beautiful florals, in the fall earthy tones. Some of the ideas came from the leather shoes industry – some sneakers have graphics on them.