Sustainability is a growing topic in the fashion industry and more are playing their part to reduce carbon footprint by offering a sustainable range. However, there are that are still unsure if venturing  into a sustainable range is a good move due to the lack of understanding of sustainability performance in the market. 

Learn how to compare performance between sustainable and non-sustainable products in this article. 

Step 1: Select a Brand With Sustainable Range

Pada bagian competitor benchmarking module, select a brand or retailer of your choice. For this example, we  have selected H&M to have a better understanding of their sustainable range performance. 

Step 2: Analyse Sell-out Performance For Sustainable and Non-sustainable Range

Under the retailer analysis trade performance tab, add in keyword  sustainable in the “include keyword filter function to narrow down the search to just H&M Sustainable product. 

Next, duplicate the same tab but this time, enter the keyword sustainable  under the exclude keyword function so that results shown will just be the non-sustainable assortment. 

Now, you can compare the performance for both H&M sustainable and non-sustainable range in the Trade analysis table. 

For the sustainable range, it registered a sell-out rate of 42% while non-sustainable range registered  50% sell-out. Then, click on the expand button here to understand what is driving the sell-out. For non sustainable range, 47% of its sell-out were driven by harga penuh with an average discount of 45% while sustainable range sell-out has a higher harga penuh contribution of 61% with marginally lower discount of 41%. 

This tells us that there is a demand for sustainable range even if the may be slightly higher compared to the non-sustainable range. 

Step 3: Identify Category or Subcategory Sell-out Performance

Then, you may further analyse which category or subcategory that  is driving the sustainable range sell-out under the product analysis trade performance tab. As shown here, tops is the main drive with 49% sell out. 

Click into the sell-out to browse through the sustainable products that registered sell-out. This would give you an idea what sustainable products that customers are buying. 

Poin-poin Penting

By performing such analysis, it would provide you a better understanding of customers reaction towards sustainable products and reduce any concerns you may have before deciding if you should venture into a sustainable range as well. You may also dive deeper to understand how other are pricing their sustainable products to ensure competitiveness. 

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