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NOVEMBER Šū

Holiday Markdown Strategy 2019

Introduction | Holiday Markdown Overview | Black Friday Weekend | Christmas Sale | Conclusion Written by Ashley Looi, Business Intelligence Analyst 2018.
duringtheholidayseason.

Missguided.

2

NOVEMBER ŠDECEMBER 2019

Introduction

Instagram @fashionnova

CHART 1: HOLIDAY SALE PERFORMANCE

3 products. period,exceptMissguided.

Christmasweekend.

RetailersAssortment SKUs

Count % of Discounted

Products

% of First Time

Discounted Products

Total

Sell-Out Rate

Asos176,84963%12%44%

Revolve44,26162%17%25%

Fashion Nova43,69148%12%32%

Boohoo41,69099%16%34%

Missguided17,04798%48%47%

Total323,53867%15%39%

Holiday Markdown Overview

NOVEMBER ŠDECEMBER 2019

CHART 2: FIRST-TIME DISCOUNT MOVEMENT AGAINST TOTAL SELL-OUT RATE

Nov 29 ŠDec 2

Black Friday

Weekend

Dec 19 Š25

Christmas

Sale 0% 2% 4% 6% 8% 10% 12% 14% 16% 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000

10,000

Nov 1 -

Nov 7

Nov 8 -

Nov 14

Nov 15 -

Nov 21

Nov 22 -

Nov 28

Nov 29 -

Dec 5

Dec 6 -

Dec 12

Dec 13 -

Dec 19

Dec 20 -

Dec 26

Dec 27 -

Dec 31

First Time DiscountTotal Sell-Out Rate

4 atbelow10%foralldiscountranges. CHART 3: SELL-OUT RATE BY DISCOUNT RANGE BY RETAILERBlack Friday Weekend

NOVEMBER ŠDECEMBER 2019

0% 10% 20% 30%
40%
50%
60%
70%
80%
90%
100%

0%10%20%30%40%50%60%70%80%90%100%

Sell -Out Rate

Discount Range

AsosRevolveFashion NovaBoohooMissguided

0-9% 10-19% 20-29% 30-39% 40-49% 50-59% 60-69% 70-79% 80-89% 90-99%

5

MainOffer

codes.Revolvehadupto65%offnewmarkdowns.

AdditionalOffer

codeswereexercised.

TimeBound

FreeDelivery

weekend. performance.

LANDING PAGES AND NEWSLETTERS

NOVEMBER ŠDECEMBER 2019

Asos

Boohoo

Missguided

Fashion Nova

Revolve

PerformanceofFirst-TimeDiscounts

drivenbyTopsandOuterwearcategories. timediscountedproducts.

PerformanceofTotalDiscounts

CHART 4: SELL-OUT RATE BY DISCOUNT RANGE BY RETAILERChristmas Sale

NOVEMBER ŠDECEMBER 2019

0% 10% 20% 30%
40%
50%
60%
70%
80%
90%
100%

0%10%20%30%40%50%60%70%80%90%100%

Sell -Out Rate

Discount Range

AsosRevolveFashion NovaBoohooMissguided

0-9% 10-19% 20-29% 30-39% 40-49% 50-59% 60-69% 70-79% 80-89% 90-99%

7

MainOffer

commondiscountrange.

AdditionalOffer

applyingthepromocodeprovided.

FreeDelivery

offsitewideandanadditional10%discount.

NOVEMBER ŠDECEMBER 2019

Asos

Boohoo

Missguided

LANDING PAGES AND NEWLETTERS

Fashion Nova

MainFindings

wasalsoseason-appropriate. forbargainsintheleaduptoBlackFriday. topped. absentduringChristmassale.

NextStepsforRetailers

holidaytoboostsales. furthermarkdownsintheweekleadingtoamajor discountingevent.

Conclusion

NOVEMBER ŠDECEMBER 2019

Instagram @boohoomanofficial

Definition of Key Metrics

MetricDescription

Assortment SKUs Count The total count of stock keeping unit (SKU) i.e. the number of styles that a brand offers. In the report context, it is the total product count within a data

set. Median PriceThe price of the product at the midpoint of the data set. New-In The products that are newly added to the retail website within the timeframe selected.

New-In RateThe number of new products launched by a brand within the timeframe selected. It is calculated by dividing the new-in count overthe total product

count within a data set.

Sell-OutA product registers a sell-out event when it is indicated as out-of-stock or no longer published on the website.

Sell-Out Rate Calculated by dividing the number of out-of-stock product count over the total product count within a data set.

of out-of-stock product count. First-Time DiscountProducts that are discounted for the first time within the timeframe selected.

Get in touchDigital Brand Communication

Omnilyticsis a fashion analytics company that helps brands and retailers Šborn to make data accessible and insights actionable so that

businesses can make decisions with confidence and speed.

At the core of what Omnilyticsdoes is the belief that information is power; pairing deep industry expertise and ground-breaking technical

Find out more

www.omnilytics.co

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