business data analysis final mo
DESCRIPTION
TRANSCRIPT
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.