When a range underperforms, the initial assumption is almost always that the product was wrong. It sometimes is. In this episode, Elisabeth goes through the small number of reasons ranges that contribute to a poor trading range, what a proper category analysis includes compared to the blame conversation that some buying offices run instead.
In this episode:
· Diagnose an underperforming range against the real causes:
· Run a category analysis that produces information rather than defensiveness, mid-season as well as end of season
· Review the option-level data, including the sell-through, markdown and margin analysis most buyers don't pull.
· Read the same sell-through figure two ways, and understand why 68 per cent can be either a success or a significant failure
The full commercial framework behind this kind of diagnosis, from intake phasing through to markdown strategy, is here:
If you would like to develop your fashion buying knowledge from concept to customer,
explore the Thrive in Fashion Buying and Merchandising course at designdirectiveme.com
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