In fashion retail, there’s always room for product performance improvement, and with so much competition, it’s critical that merchandise buyers and planners always stay one step ahead.
It’s not enough to be sold out or to shift the slow movers to markdown, fashion retail requires an answer to the “why” to inform the smartest actions.
The highest-performing merchants aren’t just observing trade, they’re steering it. They know where to look, how to interpret what they see, and what to do next. And getting real results starts with making fast, confident decisions using product data insights.
While there’s a lot to consider, endless numbers to analyze, and infinite levers to pull, the number one question from buyers, merchandisers, and assortment planners is always, "Where should I start?"
We get it. The pure volume of product data, sales figures, social media numbers, and inventory levels makes it difficult to discern where to begin among all that noise. Especially when the data isn’t clean.
This is usually followed by, "What should I actually do with my product data?" So, for merchants grappling with data analysis, I’ve put together a guide with the tools to become a commercial decision-maker, not just a reporter of results.
… become a commercial decision-maker, not just a reporter of results.
Here you'll find a clear list of metrics to check, what the data is telling you, and most importantly, the actions to take. Whether you’re reviewing weekly trade, building a seasonal strategy, or troubleshooting performance, the following guide and the Merchandiser's Trade Playbook will help you turn insights into results.
How to turn product data insights into results
Step 1: Think in three layers
In fashion retail, trade analysis is most effective when you look at it from multiple angles:
1. Big Picture – Strategic Overview
Are we up or down vs. plan or last year? What trends or shifts are driving performance?
2. Key Actions – Tactical Priorities
Which levers - like promos, pricing, or allocation - can we adjust to move the needle?
3. Detailed Analysis – Execution Level
Which products, stores, or weeks are driving the result? What’s working, what’s not?
Remember, these stages aren’t linear! Often, digging into the details first reveals the underlying issue, which then shapes your broader strategy and response.
Across all three levels, as a merchant, your job is to:
- Identify what products are performing well, and which ones aren’t
- Spot early wins to capitalize on, or issues before they escalate
- Turn analysis into action - fast
Step 2: Taking action
Once you’ve identified what’s working (or not), here are some key levers you can pull to respond with impact.
Visual Merchandising & Campaigns
- Review how products are displayed and promoted to boost sales
- Feature full-price items to reduce reliance on discounting
- Plan marketing support for key products to drive sell-through
Pricing & Margin
- Identify which styles, i.e., aged, slow sell through, fragmented, need re-pricing
- Check for unnecessary margin loss from discounting
- Prioritise higher-margin styles in campaigns where appropriate to increase profit
Replenishment & Stock
- Reorder or fast-track bestsellers
- Delay or cancel slow movers
- Rebalance stock between stores and online based on demand
Product Lifecycle & Range Planning
- Flag quality or fit issues to QA or design
- Decide whether to repeat, rebalance, or exit a style
- Reduce or delay buys for overstocked lines
- Set up smart buys for next season based on performance
Step 3: Execution-level metrics and actions
Use your product data to move faster and smarter, not just to report performance. Below, I’ve created a cheat sheet of my own personal set of product performance guidelines, including:
- A practical breakdown of what to track
- Core performance metrics
- Time-based metrics
- Channel/Location-specific metrics
- Range health metrics
- What the metrics tell you
- Examples of what to do next
With this play-by-play in your back pocket, there’s no reason you won’t be able to make an action plan after weekly trade analysis, build a seasonal strategy, or troubleshoot performance to turn your product sales around.
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