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How-to: Smart Retail Markdown During COVID-19

During this crisis, fashion retailers are resorting to deep markdowns to clear SS20 excess inventory. But aggressive discounting strategies over an extended period of time will only harm brand image. Discover strategies on how to break out of the cycle and execute smart markdown without eroding brand equity.

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What to expect

This data-backed guide details next actions plans for you, and shares the markdown strategies from top brands like Farfetch, Net-a-Porter, Everlane and more. Topics include:

  • How to generate revenue on immediately available stock
  • Why high-level performance analysis is ineffective
  • Smart markdown tactics to clear SS20 overstock
  • How to run tactical promotions and targeted discounting
  • Understanding shifts in consumer spending and behavior
  • Protecting brand image with product movements

“It’s important to understand where you are at the moment, analysing what is happening with your sales and stock, and then looking at stock management strategies and initiatives.”

Avatar Sarah Johnson

Sarah Johnson

Ex-Head of Merchandising and Head of Retail for China at Asos

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