Sold Out In Three Days

What Came In

MASSIMILIANO INCAS bags, imported from Italy and now in the warehouse. The original plan was the usual split, some to wholesale and some to broadcast.

The Test

We put a small quantity into a first test broadcast to see how it read on camera. The response was strong enough that I cancelled the wholesale side while the stream was still running and handed the entire lot to the live team. Bags read well on camera in a way that apparel does not, since there is no fit question to answer and no size chart to argue with.

What Went Out

Three days. All of it. There is nothing left in the rack with that name on it, and the only reason I know how it performed is that we tested before deciding rather than after.

A test broadcast costs an afternoon. An opinion about what will sell costs whatever the unsold stock costs.