Omnilytics’s Trend Performance module allows you to analyse and identify patterns performance. Learn how to in this article – and how it can be applied to your assortment.
Analysing performance not only helps to spot opportunities on top-performing patterns, but also optimises an existing collection.
Step 1: Identify top-performing patterns
The Overview tab on Trend Performance provides an aggregated view of your market trends. If the overall trend score is positive (ie. uptrend), the solid line will be in green. Conversely, if the trend score is negative (ie. downtrend), the solid line will be shown in red.
Step 2: Deep dive to analyse one pattern
You can drill down by clicking on one sub-category to open the Trend Scorecard. In this example, we selected ‘Graphics’ for further analysis.
Bagian Trend Scorecard contains analytics to help you deep dive into the trend. In the chart below, we can see that the Graphic carried a positive trend score of 5.8. On the right side, you will also find one Graphic that we describe as a product with the highest trend score.
Below the Trend Performance table of a graphic , you can also find the top 5 , Warna, and materials so you can get an idea of how atau retailers use it. Scroll down to check out the top retailers dan using graphics in their assortment.
Step 3: Deep dive on pricing
From there, you can also analyse the performance for graphic patterned products. If there are high sell-outs and replenishments, for example, it’s then clear that graphic patterned products are performing well – and not driven by discounts.
Step 4: Identify launches and the first discount
For seasonal launches, there would be a high number of launches only for a few months. In stark contrast, if the launches are consistent throughout the months, the patterns are not driven by seasonality.
Step 5: Analyse further with pattern analysis
Within the Trend Breakdown by Brand card, the ‘Sort by Product Count’ filter is available for selection:
- Default: Patterns are arranged in alphabetical order.
- Highest: Patterns are arranged from the highest to the lowest product count of all retailers.
- Lowest: Patterns are arranged from the lowest to the highest product count of all retailers.
For example, Zara registered a higher patterned product contribution at 59%, in comparison with plain products at 41%. This provides a firsthand interpretation of patterned design preferences by the Zara target customer during the selected period.
We can do a deeper analysis of the performances by sorting the product count by ‘Highest’.
By diving further into Zara’s analysis, you can see a high kontribusi sell-out and product contribution % for the Graphic . Here, it’s also clear that there’s an opportunity for Checks amongst Zara’s target market, given its high sell-outs, yet lesser product contribution.
Click through to have a deeper view of silhouettes.
By analysing the performance of patterns, you would be more aware of market demands, including the accepted price range. Layer the sell-out and product contribution by patterns to have a deeper understanding of customer behaviour and preferences.
With these indicators, you can better understand positioning, which helps in initiating promotion strategy for clearance to avoid recurrence of overstock situations, or to spot opportunities for the next production.
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