Gray is losing this spring
Every colour has a worst season. For gray, it's this one.
Look at the discount rates across women's dresses, skirts, trousers, knitwear and blazers on premium platforms in Germany, and gray shows up at the bottom every time. About 60% of gray items on the floor are discounted right now, compared to roughly 50% across the rest of the palette. That gap holds in every category we checked.
What's odd is that the buys haven't adjusted. Fresh spring arrivals in gray are landing with the same markdown rate as the winter stock being cleared. The colour keeps getting ordered and it keeps not selling.
Meanwhile blue, beige and yellow are doing the work.
The retailers who read this now will quietly pull gray out of their summer buys. The rest will watch it roll into the next markdown cycle in July.
Curious which colours in your category are running hotter than the rest of the palette? Let's have a look.