By  on December 24, 2009

Resort, early spring, pre-collection — the description may vary, but one thing is clear: The season known most often in men’s wear as pre-spring is increasingly becoming a major cash generator for high-end retailers.

When these items hit stores right before holiday, they provide needed pop on the selling floor and give merchants an opportunity to sell fresh goods at full price during a heightened promotional period. Whether bought as gifts or by men shopping for themselves, pre-spring goods often are scooped up by shoppers seeking something new and different that hasn’t yet been picked over. “When was the last time you heard a shopper come in and ask, ‘What’s old?’” said one retailer.

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