The Fall Nobody Saw Coming (Except Us)

Stronger-than-expected sales across apparel show what happens when the season finally cooperates—and when you’re positioned for it.

Earlier this month, in “The Fall Weather Dividend That Shouldn’t Surprise You — But Might Surprise Wall Street,” I laid out the case: Fall 2025 was setting up to be a stealth tailwind for apparel.

It wasn’t a stronger consumer or a sudden break from promotions. It was the simple fact that fall showed up earlier and more decisively than last year—cool enough, soon enough, to spark true seasonal buying.

When weather aligns with inventory and demand, earnings don’t just hold up—they surprise.

This week was the proof.