The full price assortment for Tops and Pants & Leggings were mostly concentrated between the IDR 150,000-200,000 range, while Dresses was priced much higher, at IDR 350,000-400,000 range (Chart 3).
The sweet pricing spot for Tops and Pants & Leggings sat at the same price band, as most of the sell-outs (36% respectively) occurred at this price range. However, consumers’ willingness to pay extended to IDR 300,000 before it started decreasing on the higher price range.
Meanwhile, the sell-out price range for Dresses was much lower than its common full price, at IDR 250,000-300,000 signifying a missed opportunity. Although 24% of Dresses sold out at above IDR 400,000, the demand for this category started to decrease gradually from IDR 300,000 onwards. This was especially pronounced in the IDR 350,000-400,000 range, which showed signs of overstocking with 11 percentage point variance against sell-out. Dresses that sold out above IDR 400,000 were mainly led by Wearstatuquo and Cloth Inc, which used premium materials such as jacquard, high quality lace and satin.