Category Expansion at the Perfect Price Point
Brand L is a household core fashion brand that is well-known for its high-quality jeans, which is selling at prices one notch higher than most fast fashion brands.
The Challenge: Right Pricing for a New Subcategory
Brand L wanted to make its brand accessible to the younger consumers and decided to add a new subcategory to its denim range: ripped jeans. However, this move would mean that it would go head-on in competition with fast fashion brands.
The Solution: Understanding the Best-selling Styles at Different Price Points
With Omnilytics, Brand L is able to identify the best-selling styles of ripped jeans at the price point that best meets market expectations.
The pricing architecture of the bestselling styles of ripped jeans
In just a few hours of navigating the Omnilytics dashboard, the brand gained an in-depth understanding of the jeans segment on key competitors’ best-selling styles with sell-out rates, along with pricing information. Within a week, Brand L developed an effective strategy to launch its first collection of ripped jeans.
While competitors launched their entry-level ripped jeans into the US market at US$39.90; Brand L launched a credible collection at US$49.90 with greater success. Despite a marginal 6% higher selling price than the overall market entry price, the household brand successfully retained its premium brand positioning while capturing a new group of younger consumers with trendy designs at an accessible price point.
Like to see more of this? Sign up to receive the latest industry insights, news, and weekly updates delivered straight to your inbox.
Spot Trends, Not Fads
Specialising in signature-cut clothing suitable for corporate and social meetings, Brand D’s aesthetic is classic style with a modern twist, perfect for women with an understated yet sophisticated fashion sense. The Challenge: Keeping Up With Seasonality Even though its main customers are mostly middle-aged women in corporate professions, Brand D needs to stay up-to-date with […]
Innovating Through Technology with Strategy and Focus
This Malaysian fashion brand first opened its doors to the public in 2008, promising an array of assortments for the youth market to experiment and develop their own style. However, after 11 years, Brand K soon realised that it has digressed from its original brand promise. The Problem: Failing to Innovate The internal teams have […]
Meet Demand with Market Insights and Analytics
Brand C is a womenswear plus-size brand that specialises in both contemporary and classic styles. The brand first started as a blog shop that catered to the masses, but quickly saw an opportunity for the plus-sized market and shifted its business strategy. However, Brand C soon found that its business decisions failed to lead the […]
Craft an Effective Markdown Strategy
Retailer E is the official distributor of an eco-friendly footwear brand in Singapore and Malaysia. The company functions in a typical push-based supply chain model, where it has little control over product design, intake or price. The Problem: Lack of Know-How in Markdowns Retailer E does have full control over its markdown executions including promotions […]