Color Story

A color story is the planned palette for a season or delivery — the coordinated set of colors styles are offered in, designed so the range merchandises together and a customer can build outfits across it.

Color is a major driver of sell-through and a major source of markdown risk: too many colorways fragments the buy and leaves slow shades to clear, while a tight, coordinated palette concentrates demand and reads as a collection.

The color story has to carry from design through to the buy and the size/pack plan, so the colorway mix that was planned is the one that ships.