assortment end-use and fashion positioning ensures that the product ranges you buy are in line with what your customer buys as well as identifying which product attributes are most important to your customer in defining a product’s positioning.
failure to position an assortment correctly can result in products failing to sell, not because they are intrinsically floored, but because they o not appeal to your target customer.
What can we do for you?
- how do I quantify the “taste” of my customer purchases and relate this to sales?
- is there a way to develop a “taste index” against which to benchmark my assortment?
- is my buying correct in-terms of its end-use and fashion positioning to maximise sales?
- how do I learn which elements and attributes of my products deliver the most positive influence on its positioning?
- how do I compare my positioning against my competitors?
This is how we help…
13. Assortment end-use & fashion positioning
“How do I know if my assortment proposition is in-line with my customers’ profile & fashion position, budget, price tolerance and taste?”
A focused analysis and quantitative audit of how best and worst selling products align in relation to key parameters such as fashion position, end-use, colour and design
- Getting the value from “turning the qualitative into the quantitative!”
- creation and assessment of fashion position & end-use matrices
- customer research into preferred matrix positions
- best seller and worst seller reviews related to matrix positioning
- identifying opportunities in a shift in assortment positioning
- quantification of colour and design, plain or pattern – “taste index”
- referencing assortment “taste index” to sales “taste index”
- identification of best seller “taste” attributes
- Clear identification of best seller clusters related to fashion position and end-use to buy for
- Identify colour and design attributes related to customer preferred product clusters by category and feed into buying process
- Identify differences by sub-brand in relation to customer preferred clusters and identify the attributes within those clusters
- Quantitavely assess the parity of an assortment related to customer taste with the “Taste Index”
- Identify where and how to focus the image products and best sellers of new assortments
- Interviews with HQ and buying & merchandising team
- Focus groups of customers identifying attributes of best sellers and positioning in matrix
- KPI analysis by department, category and sku
- Best seller and worst seller product reviews and fashion position analysis
- Comparison of buyer and customer focus group product positioning
Aggressive actions (from a potentially long list):
- display with strength the product with the most commercial positioning
- promote visually products with a similar “taste index”
- design and replenish with commercially positioned product
- design and buy new product with commercial positioning and most important attributes
- apply price reductions to poorly positioning products
Check out more of our series of “audits, analysis, answers & aggressive actions”
Please get in touch. We’ll be happy to help & advise…
+44 (0)7967 609849