Did it change the way you now plan ahead as a company? The huge demand for guitar gear and the challenges to meet that demand over the last couple of years must have put incredible pressure on Fender. "It has, and a new programme we recently communicated to our dealers is a six-month futures programme. If you as a dealer commit your order to us six months in advance you get guaranteed price no matter what happens due to currency or cost pressures, and you get prioritised delivery. During a period of rampant inflation, currency volatility and on-going supply chain challenges, we felt this would be a real benefit to dealers. "We'd like to offer guaranteed delivery as well but there's too many supply chain challenges to honestly commit to that, but certainly prioritised delivery. So we're trying to connect the dots across the supply chain to make it beneficial for the retailer, make it more predictable for us to plan." In exchange, we're offer retailers a significant increased margin opportunity. Reverb's top selling amp list of 2021 placed the Fender Mustang Micro at number one, that seems like it was the right product at the perfect time. "I travel with it on the road all the time.
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