When to start merch production for this summer?

Summer, with its array of festivals and tours, represents a crucial period for music groups and labels looking to maximize their revenue through merchandising. To fully capitalize on this flourishing season, early planning and production of your merch are essential. So, when should you start producing your merch for summer? Here's a comprehensive guide to ensure your summer merchandising strategy is a resounding success.

Understanding Production Timelines

The first step is to understand production timelines, which can vary depending on several factors, such as the type of products (t-shirts, vinyl records, cassettes, etc.), the complexity of designs, and the order volume. As a general rule, it's wise to plan:

Textiles: 2 to 3 weeks for production and delivery.

CDs/Cassettes: 3 to 4 weeks for production and delivery.

Vinyl records: 12 to 14 weeks, potentially requiring longer delays due to their increasing popularity and limited pressing capacities.

*Also remember to allow a week for the team you'll be sending your files to to check them.

These timelines can extend during periods of high demand, especially just before summer. It's therefore crucial to start the process well in advance to avoid any delays.

Incorporating Design Time

The design of your merch is just as important as its production. Allow 2 to 4 weeks for the design process, taking into account the back-and-forth between you and designers or suppliers. A well-thought-out design can significantly increase the attractiveness of your merch and, consequently, your sales.

Strategic Planning

January to February: Ideal start for planning and designing your merch. Use this time to finalize designs and define necessary quantities.

March to April: Launch the production of your items. This gives you enough time to adjust quantities based on pre-orders or initial interest.

May: At this stage, your merch should be in the final phase of production or in the process of being delivered. Take advantage of this time to refine your marketing strategy and prepare sales channels.

The Importance of Pre-orders

Pre-orders, launched as early as spring, can serve as a barometer for your audience's interest and help adjust production volumes accordingly. They also guarantee a source of income even before the start of summer, helping to finance additional production if necessary.

Why Plan Ahead?

Besides production and design timelines, planning ahead allows you to:

Test market interest: Adjust your offer based on reactions to initial samples or designs shared on social media.

Take advantage of last-minute opportunities: Having available stock allows you to seize unexpected opportunities, such as invitations to festivals or bulk orders from distributors.

Reduce stress: Avoid the pressure and stress of tight deadlines, allowing you to focus on your music and performances.

Conclusion

The key to successful summer merchandising lies in anticipation. By starting the planning and production of your merch in the early months of the year, you not only ensure that your products will be ready on time, but you also maximize your chances of commercial success during this lucrative period. Invest the necessary time in design, strategically plan production, and use pre-orders to your advantage to make summer a record season for your merch.