Promotional Profile Thanksgiving thru Christmas 2015
Black Friday really kicks off the Holiday shopping season, but this profile shows the intensity of the promotional activity throughout the mall from early November to Christmas. Shades of green and red indicate the level of regular price or off price activity measured by the breadth of the product in the store being promoted. The depth of the promotion varies weekly as indicated.
Traffic...Buyers (Queue) and Shoppers by Retailer
In the weeks leading up to Christmas, who got the shoppers and who got the buyers? The Q/S summary (people in the QUEUE plus additional SHOPPERS in the store) gives a glimpse of which retailers were getting what kind of traffic during each week and how that traffic built from week to week.
Conversion from Fall/Winter '15 to Spring/Holiday '16
Each retailer converts from one season to another at their own individual pace. Some converted the day after Christmas. Others are gradually converting over the month of January. Here you can see much of the mall profiled week by week.
Risk Mitigation - Primary Product Buckets
Every day, every week, and every month the assortments have to be balanced for the right level of Core, Seasonal and Novelty product. Each category carries different levels of predictability, risk, markdown rate and margin rate. Each category tells a different level of the brands promise. Each category has a different level of test-ability and supply chain management. The categories must be planned concurrently for Color Management. Consideration must be given to the ideal entry and exit dates...flow and conversion. And all of the above must then be broken down and managed by classification by month.
Every Floor Set has Outliers
You research and plan and edit. And yet every Floor Set has its share of worst sellers and best sellers. Embracing that reality and anticipating that outcome is the key to Maintained Margins.
Maintained Margin is What It's All About
And Maintained Margin only comes from SELLTHRU. Many will say it's about Initial Margin. They're wrong.
Risk is a Choice...Choose Wisely
The amount of risk taken on is any given floor set is a matter of choice. The temptation to skew to fashion and novelty is sometimes overwhelming. Retailers prove that every season. Smart retailers don't get seduced with their own design process.
Essentials versus Fashion
EE = Core Items in Core Colors. Very Low Risk. Supply Chain Mgt.
EF = Core Items in Fahion Colors. Updates on Core Items. Low Risk in the right depth. Test-able.
FE = Fashion treatments in known bodies/fabrics. Seasonal must haves. Medium to High Risk. Test-able.
FF = New and unexpected. Probably not testable. HIghest risk. Buy accordingly.