The most common mistake in wholesale buying is distributing sizes equally. Having the same quantity of every size in the carton looks fair, but sales are never distributed equally. The result: middle sizes run out in the first week while the extremes are left for the end-of-season sale.
There is no such thing as an average distribution
Size distribution changes by market, by channel, and even by the district the shop sits in. Because a boutique in the city centre and a store in an industrial district do not have the same customer profile, the assortment should not be the same either. The general tendency in Türkiye is a weighting towards M and L, but that is a starting point, not a rule.
Export changes the picture
In cartons going to North Africa we see the share of L and XL rise, while demand for S falls noticeably. In Middle Eastern markets demand for larger sizes can be higher still. When opening a new market, keeping the first order balanced and shifting the weight on the second according to real sales data is the least risky method.
The first order is an estimate. The second order is a measurement.
Colour and size must be thought of together
Increasing size depth in carrying colours — black, white, navy, beige — makes sense, because these turn over throughout the season. In seasonal bright colours, starting with a narrow size range reduces the risk of leftovers. A line with thirteen colours does not have to be bought in all thirteen; two or three strong colours are enough for the window.
Ease of reordering
The continuity of a line matters as much as the assortment. If you can reorder a size that sells out quickly, you can move forward without taking a risk on the first order. That is why, when buying, asking your supplier about stock continuity and lead time is as valuable as discussing the carton contents.
