Not all classes are created equal. Spinning the Middle is a retail term that refers to that portion of a classification, called the middle, that sells well but the end parts perform sluggishly. This type of situation can stall growth, and reduce planned receiving, for needed open to buy to satisfy demand for the middle that is turning profitably.

Slowing growth manifests itself in pulling back, on both the part of the customer and the retailer. The threat to a retailer is where…and how far? Pull back too hard and you will lose market share. Don’t pull back far enough and you can spend yourself out of business.

Look at what innovators do well—things that create changes for them to grow and capture market share. It is far more productive than blaming them for grabbing business.