Resort Wear and Other Wonders of American Fashion

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Inge is senior editor and a regular contributor at YLF.

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Resort Wear and Other Wonders of American Fashion

— by Inge

on June 29, 2012

Resort Fashion – Style in Sun-Drenched Climates by Caroline Rennolds Milbank chronicles the history of resort wear staples and the start of the jet set era. “Crossing continents, styles and generations, we travel through the tradition of vacation style, from early beach pyjamas by Chanel and Schiaparelli to sailor stripes, to Pucci and Pulitzer prints, and, of course, to the bikini.” From Saint-Tropez to Montego Bay, renowned photographers like Newton and Scavullo have captured the most glamorous and playful fashions under the sun.

An exciting new world opened up for me when I first started shopping American clothing stores online, about five years ago. The sheer amount of unknown (to me) designers and brands was astounding, I felt like Alice in Fashion Wonderland. Exploring these new sartorial shores has been tons of fun. Along the way I realized there are a few fundamental differences between the Northern European and American apparel market:

Seasonal items – I live in a four-season climate with chilly, rainy Winters and relatively cool Summers. The selection in stores is always in sync with our changing weather conditions. So it was a big surprise to find shops selling sandals, breezy frocks and sleeveless tops year round. It makes perfect sense, of course, U.S. stores have to cater to shoppers in very different climate zones.
Sales – Europe has two main sales periods, and that’s it. Winter clothes go on sale in January, Summer clothes in July. In comparison, the U.S. is a veritable bargain hunter’s paradise. In addition to the end-of-season sales, there are amazing deals and discounts to be found every week. And the NAS, my word, brand new Autumn and Winter merchandise discounted in the middle of July!
Resort Wear – Entire collections full of chic day and evening wear to be sported on beach holidays and exotic getaways are a decidedly American phenomenon. Up until a few years ago I had never heard of resort fashion, but I do so enjoy browsing the latest resort trends while dreaming of far-flung destinations and holiday lounging in style.

It’s fascinating how retail strategies can vary from contintent to continent, or even country to country. I’m curious to hear if resort wear pops up in the shops where you live. And have you ever noticed any other remarkable differences while shopping abroad or online?

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15 comments · Add a comment

CocoLion

(website)

Veteran

When I hear “Resort” I think of all of the wealthy ladies who went South in the NYC winter, and they needed a wardrobe for that occasion. Or, I think of the era when my parents, with extra cash from the 90s boom, would take a cruise every winter, and my mother needed to buy suitable clothing for her tropical destinations.

Sadly this seems like a bygone era.

Resort 2013 has been showing in NYC recently. I read that one of the trends is to show more shoppable, urban items — not just clothing to be worn at a resort, or on a tropical or Florida vacation — but things that can be worn in a city. Resort is now becoming to Spring/Summer what Pre-Fall is to Autumn/Winter — an early selection of the season’s trends for retail’s most avid shoppers. I personally am glad Resort collections are moving in a more wearable direction. Although, like I said, it feels a little sad because this may be a sign of our worldwide slumping economy, where we demand more versatile pieces.

June 29, 2012 at 11:21 pm

Deborah

Veteran

This is interesting Inge. I am familiar with the concept of Resort wear but I don’t think I have seen Resort Wear marketed here in Australia. And it brings images to my mind very similar to those Denise mentioned. It also makes me think of a marked class system with resort wear being for the wealthy upper classes:)

Australia is probably like the US interns of sales. There is a sale on somewhere every week and the savvy shopper can do very well. In fact I am noticing that new ranges are constantly arriving I store with very current items seemingly going on sale much sooner than they used to. Given that it makes it worthwhile to stalk must have items u til they are down to a more suitable price.

June 29, 2012 at 11:29 pm

ManidipaM

Veteran

I guess here in India we’re more like Europe in having two big end-of-season sales in January and July; BUT, while we don’t quite compare to the US or Australia, we also have the traditional sale seasons connected to our festivities and calendar.

So there’s usually a lot of new merchandise of the festive kind comes into retail around the middle or end of August and goes on sale in November, as the festive shopping starts to slow after Diwali (though the wedding season is in full swing then, the trousseau shopping is pretty much done months and even a year or more in advance, so the incentives are to get people in to top up their trousseau!).

The other major clearance is in March or early April, particularly for traditional apparel. The new year begins in mid-April or so for many (especially Hindu) communities, so the new ledger and new stocks are brought in on this auspicious dates — and for a month before this, there is a rush to clear out older inventory and ‘close the old ledger’ to make room for the new.

Of late, I am noticing mid-season sales in a few global brands’ stores — May-June for summer (middle of, for us!) especially. Some stores also have a monsoon sale to ‘stimulate’ the consumer, especially in places that get a real deluge and where shopping therefore declines in the mess and mayhem of those months.

June 30, 2012 at 12:27 am

Angie

(website)

Fashion Stylist

This topic is fascinating, Inge. Manidipa, thanks for sharing how retail works in India. So interesting!

I am in 100% agreement with Cocolion. Great comment.

I think Resort Wear in the US needs a practical facelift. A new injection of merchandise at that time of year is a great idea amidst the countless party dresses that surface between Nov and Jan. But it needs to be wearable and less resort-focused.

I LOVE the way Europe handles their sales. It’s predictable and you get on with shopping and enjoying the fruits of wearing full price items early. Here is the US, people end up constantly chasing sales and it’s annoying for the customer – at least, it’s annoying to me. Buy something and two days later it’s on sale. Then you have to chase the reduction. A practical pain

June 30, 2012 at 7:02 am

Osprey

(website)

I’m also not enamoured by constant sales, which is what retail in South Africa is moving towards. I’m less attracted to shops that always seem to have a sale on. It feels as if they’re lying to or cheating their customers!

June 30, 2012 at 1:44 pm

Mirp

Active Member

Living in London and shopping for clothes in NYC I do notice the differences; but mass market retailers in the UK are becoming more american with continual sales. So if yo walk into GAP, Debenhams, House of Fraser they seem to have a sale event every month. More high end like shops like Harrods and Selfridges stick to the 2 sales a year cycle. I like the 2 sales a year cycle because when the items go on sale they do seem a little stale which incentives people like me to buy what I want when I see it early in the season.

June 30, 2012 at 3:28 pm

Jaime

(website)

Veteran

Israel does a sort of loose imitation of the European system – so there is a clear sales period in the summer and winter, but some stores start a bit earlier and last a bit longer, and some stores seem to do pop up specials throughout the year. The more expensive boutiques tend to follow the set sales pattern more rigidly.

June 30, 2012 at 6:33 pm

sinead

Active Member

I have a new English language student from Japan– a woman with limited English, and she asked me “when are sales?” After a bit of going back and forth, I realized Japan must use the European, two sales a year system. She looked very puzzled when I said “always” and kept asking, ‘when?’ We ended up spending a third of the lesson discussing department stores, clothes buying, sales… it was fun! But she did seem to think we’re crazy to have constant sales!

June 30, 2012 at 7:20 pm

mellllls

having lived in the u.s. my entire life (except for a brief study abroad period in college) the constant sales are pretty integrated into my view of shopping. it would be hard for me to change that mindset.

July 1, 2012 at 6:46 am

Inge

(website)

Moderator

I’ve really enjoyed reading your take on all our different sales systems, ladies, thank you!
Cocolion and Angie: I’m also glad to see resort wear taking a new, more wearable, direction.
Sinead, I just had to giggle about your story. I absolutely see how this could get confusing.
I think I would love a “middle way” between the current European and American sales system: maybe 4 times a year – 2 end-of-season sales and 2 NAS-like sales at the start of the Spring and Autumn.

July 1, 2012 at 9:35 am

rachylou

Veteran

Mm. I guess I do see resort wear. But it’s always a tiny selection and never the good stuff you see in the media! LOL. I do find it helpful to be able to get a bathing suit in winter.

July 2, 2012 at 8:23 am

Lisa

Veteran

Very interesting observation on resort wear. I notice in the winter months, usually Jan, resort wear comes out in the stores for the snow birds who flock south for the warmer weather.

Shopping abroad the biggest observation I notice is the accessories. I find the best selection of scarves when I go abroad. And I find classic items are easier to find as well. Sometimes I feel the US stores are almost too trendy for me. At times finding a staple item is a challenge. And the shift is pretty fast in my area. We are just starting up with our heat, yet the stores are already clearing out for their fall items. You always have to think a month or two in advance because the stores will not have what you need closer to when you are really wearing many of the clothes.

July 2, 2012 at 8:34 am

clearlyclaire

Great post Inge! I didn’t realize all of Europe had just two sales a year. I have visited London enough times to know that Harrod’s has their sales in January and July. I was amazed at what big deal these sales are (but that’s because I didn’t realize at first how infrequent they were). It was nice that they were predictable and therefore easier to plan and budget for.

In the US, I am often frustrated with retail shopping because, like Angie said, you never know when the item you’re about to purchase is about to go on sale. That makes it hard to make the purchase decision. Then you have to keep stalking the item to make sure it doesn’t go on sale after the fact, necessitating a price adjustment.

I don’t know much about resort wear, but I was surprised to learn that chain stores in the US stock the same merchandise at exactly the same times of year in chilly Pittsburgh, PA as they do in hot Phoenix, AZ. Both get stocked with the same coats in July/August and swimsuits in Feb/March. I thought they would be more tailored to each climate, but they’re not. If you want a swimsuit out of the regular retail season in a brick and mortar store in Phoenix, you have to find a specialized boutique.

July 2, 2012 at 1:45 pm

Inge

(website)

Moderator

rachylou: I hear you, a good selection of bathing suits year round is fantastic.
Lisa: I too am always keeping an eye out for scarves when abroad. And thinking in advance isn’t always easy, isn’t it, or sometimes you’re just not in the mood to go try on Winter clothes when it’s sweltering hot outside.
Claire: I would find it super tiring too, having to keep stalking an item “after the facts”. The not tailoring to specific climates, does seem strange.

July 2, 2012 at 2:20 pm

Antje

Veteran

I haven’t been familiar with “resort wear” before moving to the US, either. And I don’t think I’ve ever shopped for it in a deliberate sense! It’s always seemed to me a “leisure class” kind of thing, and I manage just fine with regular clothes and shopping trips for my beach vacays

July 4, 2012 at 6:17 pm

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