Why Apparel Brands Are Closing Stores: And How Strong Product Development Could Save Them

Rachel Erickson
Jul 1
3 min read

Rachel Erickson in a suit, giving a talk.

It’s hard to ignore the headlines. Seemingly every week, we hear about another established apparel brand announcing significant closures—or even shutting their doors entirely. As someone deeply embedded in apparel development, I view these announcements with both concern for the industry and a strong belief that many of these drastic measures could have been avoided.

We’re in a dynamic moment for the apparel sector. Brands of all sizes are facing mounting pressure, from legacy names downsizing their physical footprint to e-commerce startups struggling to rise above the noise. While external challenges like increasing operational costs and shifting consumer habits are real, as an apparel development consultant, I’ve found that the underlying issue often lies deeper: in the core operations of apparel development and supply chain management.

Why Are So Many Apparel Brands Closing?

It’s easy to blame market trends, e-commerce dominance, or inflation. But when a brand struggles with high return rates, declining profitability, or waning customer loyalty, it’s not just a question of where they sell, it’s about what they sell and how it's made. From my perspective, a strong, scalable foundation in apparel product development is the key to staying competitive in today's market.

This is precisely where expert apparel development consulting comes in. Our focus is on building a robust foundation for your brand, regardless of whether your primary channel is online, brick-and-mortar, or a blend of both. We believe that a significant number of the challenges brands face could be mitigated, or even prevented, with a proactive and strategic approach to product from conception to delivery.

How Apparel Development Consulting Can Prevent Closures:

1. Supply Chain Optimization for Fashion Brands

Whether you're shipping to a retail store or fulfilling online orders, an inefficient supply chain eats into margins fast. We help brands build agile, cost-effective systems tailored to their business model. This includes:

Sourcing smarter
Negotiating favorable terms
Streamlining production
Reducing inventory waste
Improving cash flow

For e-commerce businesses, this also means faster fulfillment and lower shipping costs—critical advantages in a market that values speed and convenience.

2. Reducing Return Rates in E-Commerce with Better Fit and Quality

One of the biggest pain points for online apparel brands is the return rate, and poor product quality and fit are often to blame. When customers can’t try items on, they rely entirely on accurate sizing, fabric quality, and consistency.

Through expert technical design, grading, and quality control, we help brands:

Ensure a consistent fit
Eliminate quality issues
Build long-term customer trust

Reducing returns isn't just about saving on shipping; it’s about increasing satisfaction and loyalty.

3. Strategic Product Development for Market Relevance

We work with brands to build intentional, market-driven product lines through:

Consumer trend forecasting
Data-informed line planning
Brand-aligned design choices

This ensures your products resonate with your audience and help you stand out visually, which is particularly vital for e-commerce apparel brands competing for attention in a crowded digital space.

4. Sustainability as a Differentiator

Sustainability isn’t a buzzword anymore; it’s a business necessity. Today’s consumers demand ethical, eco-conscious products, and brands that fail to deliver risk losing relevance.

We support brands in integrating sustainability throughout the product lifecycle—from materials and manufacturing to packaging—authentically and profitably.

Many brands look to store closures or dramatic pivots to cut costs. But without fixing the core issues in product development, fit, and supply chain, these changes are temporary solutions at best. Whether you’re operating online, in physical retail, or a hybrid of both, investing in strong apparel development consulting is the real game-changer. Brands that align their product with consumer expectations and execute with operational excellence are the ones that thrive, not just survive.

Want to Future-Proof Your Brand?

Let’s build a stronger foundation together. If you're ready to tackle return rates, optimize your supply chain, and create apparel customers love, book a free consultation with us today.