Don’t ask “Can I make this work at retail?”
Ask instead, “Can my margin survive success?”
Build margin as if you’re already funding promotions, absorbing returns, and responding to buyer requests — because eventually, you will be.
Strong margin isn’t about pessimism. It’s about preparedness. It gives brands flexibility in negotiations, breathing room during slower weeks, and confidence to grow without chasing every short-term win.
Underestimating margin is one of the most expensive mistakes brands make — and it usually shows up after the win, not before it.
If your margin only works on a perfect day, retail will teach it a very expensive lesson.