Top 10 Brands
Total new-in for the premium segment in this season was recorded at 2,434 items. Rebecca Minkoff topped the list with 492 items (refer Chart 5). However, on productivity, Coccinelle trumped with over 83% newness supported by equally strong full price sell-out rate at 85%.
Coccinelle’s strong performance could be credited to its affordable price point and the appeal of its simplistic design.
MICHAEL Michael Kors, DKNY and Furla also performed well with sell-out rate marginally surpassing new-in rates (refer to Chart 6).
Though having a high sell-out is ideal, See by Chloé showed signs of missed opportunities with limited newness yet garnering a whopping 70% full price sell-out rate at a much higher price range (2x higher than its counterparts).
On the other extreme, ZAC Zac Posen recorded the lowest sell-out despite its strong newness, presumably still lacking on brand awareness for its accessory line, as it is more recognised for its primary namesake label, Zac Posen.
Kate Spade New York, Marc Jacobs and Tory Burch saw a huge gap between new-in rate and sell-out despite having launched a high number of new-in products during the season.