When a market goes soft, the instinct is to assume demand has disappeared. It usually hasn't. Your customer is still there, but she's taking longer to decide, buying one item where she used to buy two, and waiting for a reason to commit.
In this episode, Elisabeth Mac Hale breaks down what actually needs your attention when trade slows down: full price sell-through, forward cover, intake phasing, and the commitments sitting behind your OTB.
She walks through why a decision that looks safe for one buyer, like pulling a delivery forward, can become a real cost once you multiply it across a team, and what separates buyers who hold their credibility in a difficult season from those who don't.
Key Takeaway
In a soft market, the question changes from "will this sell" to "when will it sell, and at what margin". The buyers who navigate this well can account for every unit of their commitments, not just their product choices.
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