Unsure of where to cut the "Long Tail"? Line Efficiency helps brands drive SKU productivity and do more with less by measuring each product's Incremental Reach, and recommending products that can be dropped to improve the efficiency and productivity of a merchant or category leader's assortment.
Save overhead costs, prevent cannibalization, and mitigate markdowns, all while maximizing demand with the interactive Line Efficiency graph – powered by proven statistical research methodologies.
There are many scenarios to consider as you decide which products to adopt or drop from a line. Satisfy the needs and wants of different consumers and attract new shoppers to your brand with a perfectly balanced selection of core and new styles. Now you have the power to scenario plan with just a few clicks, adding or removing products from your line to see how the overall Reach of the assortment may be affected.
In uncertain market conditions, we're all looking to be as productive and efficient as possible. Refine color, pattern, and silhouette options early in product development and quickly compare them to other core styles. Using MakerSights, data-driven assortment planning can fast-track many tedious decisions and shave up to 3 months off the go-to-market timeline and eliminate unnecessary sampling costs.
Regional and go-to-market teams often don't see products until it's too late. Avoid last-minute scrambles and additional style requests by incorporating region, channel, and even retailer-specific consumer data during early product creation to build alignment from the get-go.
MakerSights enables us to take more calculated creative risks, and we’ve seen considerable growth from making consumer-led decisions…We are now able to create, tweak, adopt, and drop styles based on what we know consumers want, versus what we think they want.
There is a delicate balance to the art and science of line crafting, and we believe the “science” side could use some serious updating. Instead of relying solely on historical sales or experience-based opinion to inform future trends, give your best artistic minds the consumer insights they need to create fashion-forward styles that resonate with your consumer’s current preferences.
With the help of innovative data science and proven statistical methodologies like Total Unduplicated Reach & Frequency, or TURF, analysis to assess assortment Reach, MakerSights provides your product development teams with the consumer sentiment data needed to focus their creative efforts into styles and trends that are sure to resonate with target audiences.
Product Development and Merchandising teams are tasked with attracting new audiences and creating higher margins, often with fewer resources. These teams are also under pressure from both financial planners and downstream stakeholders to ensure that proposed styles will result in sales, and risk having all of their exciting newness rejected in favor of “what works.”
While this reliance on previous performers may boost profits in the short term, brands risk losing market influence and growth over time when they fail to tap into consumer trends and preferences.
MakerSights injects crucial consumer data early in the product creation process, helping you flag and cut unpopular styles in the design phase and measure whether styles compete for the same consumers or provide incremental Reach. Take our partners at Faherty, who confidently cut between 50 to 100 items from each assortment and doubled their average weekly sell-through rate as a result.
Innovation is the basis for explosive brand growth, but making bold statements can be risky. What if you could fully understand the role your brand-defining newness will play in your assortments before you launch them?
By listening to the voice of their consumers, brands can more accurately predict which new styles will resonate across target audiences, which will compete for the same market share, and which will appeal to previously untapped markets and expand market influence.
With the Line Efficiency graph, you can quickly identify which products will drive the majority of your sales, which may appeal to important but smaller niche groups of consumers, and where the long tail really starts. Take the risk out of fashion-forward styles and tap directly into consumer preferences to be more intentional and strategic about the products you bring to market.
I was honored and excited to be asked to moderate last week’s DVF InCharge panel discussion with DVF President and CEO Gabby Hirata, Michael Kors President of Accessories and Footwear Pippa Newman, and the former Reebok GM of Global Business and Product Director for Performance Running Emily Mullins.