Based on the results from the collection and sales structure we have reached several conclusions on these different aspects:

Moments of use:

  Type of consumer

  Type of garment

  Price

  Colours

Type of Consumer

 Targeted to a woman who looks for everyday garments.

 She likes basic fabrics and colours.

 A woman who looks for comfortable wear.

General Collection Data

24%

69%

59%

5%

Total SKU’s = 386

Collection Efficiency

Style

  Brand focused on basics.

  Also Casual / City.

  Must focus more on elegant style as it sells the least.

Models per Style

Units per Style

55%

16%

16%

11%

2%

74%

11%

10%

4%

1%

Collection Efficiency

  Jersey is the most successful garment.

  Focus more on outwear (jackets and coats).

  Shawl, cap, jacket, scarf, t-shirt, shirt are not too good.

  Jersey, skirt, sweater, polo are the best.

% Models per Garment

% Units per Garment

0,30% 0,00%

0,30% 0,20%

 Worst Selling garments.

 Must focus on these 4 models.

Caps

Coats

Scarf Shall

Collection Efficiency

Collection Efficiency Models per Family

Units per Family

 Best Models per Family:

Tops (1,15%)

Bottoms (0,83%)

 Worst Models per Family:

Accessories (0,51%)

Second Layer (0,72%)

10%

8%

15% 67%

5% 7%

11%

77%

Collection Efficiency Models per Fabric

Units per Fabric

 Best Fabrics are:

Fabric (0,60%)

Tricot (1,2%)

 Worst Fabrics are:

Mix (0,00%)

Fantasy (0,07%)

69% 10%

19% 1%

1%

85%

11%

4%

0%

0%

Collection Efficiency % Models per Colour

%Units per Colour

 Best Colours are:

Bordeaux (1,60%)

Dark Blue (1,46%)

Dark Grey (1,58%)

Silver (1,75%)

White (1,67%)

 Worst Colours are:

Violet (0,00%)

Blue (0,20%)

Multi (0,50%)

Price

 Basic and Casual very big difference between min. price and max. price.

 Focus on finding a coherent price range within each category.

Top 10

Model Garment Type of Fabric Sleeves Family Colour Style Sell Out Price Units

1150 Jersey Tricot Short Sleeve Top White Basic 47€ 553

1200 Jersey Tricot Long Sleeve Top White Basic 47€ 369

1201 Jersey Tricot Long Sleeve Top Green Basic 82€ 268

1201 Jersey Tricot Long Sleeve Top Brown Basic 82€ 268

1201 Jersey Tricot Long Sleeve Top Black Basic 82€ 268

1202 Jersey Tricot Long Sleeve Top Green Basic 49€ 268

1202 Jersey Tricot Long Sleeve Top Dark Blue Basic 49€ 268

1202 Jersey Tricot Long Sleeve Top Brown Basic 49€ 268

1202 Jersey Tricot Long Sleeve Top Bordeaux Basic 49€ 268

1202 Jersey Tricot Long Sleeve Top Black Basic 49€ 268

Conclusion

Escorpion is a brand which main focus is:

  Basics: Black, white, dark blue, grey Colours. Plain Fabrics.

  Tops and Bottoms

In order to improve sales, they should amerliorate:

  Elegance

  Colours: Blue, multi and violet.

  Fabrics: Fantasy and patterns.

  Accessories and Second Layer.

To increase sales we recommend the label to offer a different line providing to the customer elegant yet colourful garments, to reach a wider target.