Crafting and pairing the right color story with the right category and products is important to generate high commercial value. Learn how to identify and leverage color opportunities using the Omnilytics Trend Performance module.
Within the Trend Performance module, you have an option to group the analysis by color in the top filter. This is particularly useful when you are identifying up and down trending Warna. When analysing colour trends, you can focus on specific as popular colors may differ depending on the category selected.
It is important to consider that different have different brand profiles when selecting the filter utama on the left. You may want to narrow your analysis to aspirational atau retailers with the closest brand profile or positioning (eg. direct competition) within the selected market. This depends on the goal of the research, whether it is to expand an existing market segment or penetrate a new market.
In this example, we are analysing the color trends for dresses in the Singapore market during Q2 2020.
Step 2: Analyse the colour trends
Uptrends are accompanied by a green trend line. The higher the trend score, the more popular the trend.
From the analysis, there is an opportunity for ‘Brown’ as it has the highest positive trend score of 2.9.
Step 3: Validate the colour trends
To validate color trends, you can toggle to the ‘Color Analysis’ tab and select the top retailers in the market. Remember to deselect ‘Out of Stock’ from the filter as this analysis cross analyses product contribution against kontribusi sell-out which would not be possible if it is limited to products that have gone terjual habis.
In the ‘Trend Breakdown by Retailer’ analysis card, focus on performance for ‘All Retailer’. Here, we observed that the kontribusi sell-out of 3.3% for brown exceeded the product contribution, evidencing a strong performance.
You can click into the bar chart for brown to access the product page. Sort by ‘Most Replenished’ at the top right of the page to identify the most popular products. From observation, we can conclude that brown dresses are most popular when adapted to floral prints in a loose flowing silhouette.
Identifying and validating colors through data-backed analysis help confidently decide on product development and assortment planning strategies. Eliminate gut feel and minimise risks by pairing the right Warna to the right category and product to grow sales.
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