assortment structures


At the heart of retail success is the assortment.

Whether you are directly involved in its planning and buying or you suffer or benefit from the work of others, success or failure in retail businesses is never far from the assortment.

Assortment structure planning is a perilously complex process, however there are quick and relatively easy wins to be made through the correct benchmarking and analysis of what you sell…and what you don’t, or can’t!

“Looking outside & Looking inside” is the basis on which VM-unleashed benefits retail businesses, instilling new ways of looking at the assortment, growing new awareness and sensitivities and supporting decisions for a more commercial range and efficient process.

“Looking outside” involves benchmarking commercial parameters against best practice. If every other business makes money from consistent buying patterns then why re-invent the wheel?

“Looking inside” involves commercial analysis of sales patterns combined with product reviews and customer feedback. If your customers love certain aspects of your range, or alternatively have clear problems with other product features then learn from this. Why carry on banging your head against the brick wall?


We transform your assortment by “looking inside & looking outside”
with you at the “Big 10”

  1. Assortment segmentation
  2. Category structure
  3. Product story balance
  4. Colour architectures
  5. Size architectures
  6. Price architectures – entry, mode & price-point ranges
  7. Added-value drivers
  8. Market Position & End-use focus
  9. Balance of image makers, core & basics
  10. Seasonal assortment planning – waves of stock


Ultimately we help you look at and see your assortment in a new commercial light, transforming your awareness and response to “risk” & “mistakes.”

“Minimising risk” and “avoiding mistakes” in your assortment structure will transform the commercial performance of any retail business.


So now, what about you?

How well is your assortment planned without “risk” and “mistakes?”

Are you in need of an assortment planning evolution?






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