Colour Performance Analysis
Overall, most of the Pantone colours performed well across the 10 e-tailers, as sell-out closely matched new-in contributions (refer to Chart 4). This suggests that the fast fashion brands were spot on in tailing the runway colours and interpreting for commercial success.
Dark Opulence and Vivid Punch palettes were evidently the performing colour trends. Valiant Poppy (Vivid Red) not only registered a sell-out that over-performed its newness contribution by 3% but it was also the biggest contributor to sell-out amongst the fashion seasonal colours (refer to Chart 3).
Similarly, Pale Royal matched the sell-out rate with its new-in contribution too, despite contributing only 2% of total new-in.
Although Classic Neutrals contributed to the biggest newness, it observed a huge gap between its new-in and sell-out contribution as depicted by Sargasso Sea at 12%, which clearly showed signs of overstocking.
On the other extreme, Tofu and Quiet Grey recorded -3% variance against sell-out, indicating missed opportunities.
In the subsequent pages, we pulled together the bestselling and slow-moving styles for Dark Opulence, Vivid Punch and Pale Royal for a visual understanding on what has worked and what did not for fast fashion throughout FW2018.