BESTSELLER
Veromoda- Buying and Merchandising
Establishing a correlation between the assortments offered in the Dress Category with Body Types
Kiyaa Bagla
BFT/15/N245
Introduction
Introduction
Description
"The dress must follow the body of a woman, not the body following the shape of the dress"
- Hubert de Givenchy
Women need to understand problem is not with the body. It's with the clothes.
They need to dress for their own body shape and select the type of clothes that accentuate the body's good features.
Objective
- Sell through for the dress category
- Dress shapes - body types. offer right silhouette- right customer per body type.
- Establishing a correct ratio, size set based
- Incorporating style advice as inherent feature of product - basis body types/dress shape preferences
Methodology & Results
Sales Split Region wise
Sales Analysis Region wise Cateory wise
Category sales anlaysis
• The total category wise sales split showed dresses to have only a 9% sales percentage which ranked 5th out of the 8 categories made available by VM.
State wise sell through
The concern noted here was that Maharashtra and Delhi were the states which had the maximum potential but didn’t show expected improvement. Therefore, Mumbai being the hub of fashion was chosen as the place of study.
Per Dress sell through
The gaps per dress style in their expected and actual sales were analyzed.
It also helped in pulling out the 5 most selling dress shapes out of the lot.
1)A-line 2)Hourglass 3)Bell 4)Rectangle 5)Wedge
The sell throughs pointed out the fact that the dresses weren’t meeting the expected sales and Veromoda needed to market the same in a better way.
The concept was to be built around body types and dress shapes
Survey
The relationship between body shape and dress shape preferences of female customers of Veromoda were studied.
1)Hourglass body type – A-line, hourglass, wedge
2)Inverted Triangle- A-line, hourglass, wedge
3)Rectangle- A-line, rectangle, wedge
4)Triangle- A-line, rectangle, wedge
Three phase project
2.MERCHANDISING/BUYING
EFFECTIVE
1.DESIGNING
3.MARKETING
First Phase
- Effective designing involved sitting with designers and explaining that every dress needs to have a profile and to be made for a specific client in mind.
- The client boards thus curated were with the help of the data mentioned above in respect to body shapes and dress shape.
- And accordingly, they focused majorly on the 5 dress shapes for the AW19 season
Phase 2
Phase 2
AW 18-91 options with a quantity of 10,345.
But with the new formula AW 19- 105 options with a quantity of 9,875.
standard ratio of 1:3:2:2:1
new ratio- partner wise for each dress shape
large discrepancy- buying and sales numbers.
Effective buying involved trials for each dress before being bought by the all 4 body types and thus noting down the style best suitable for which body type. Thus, obtaining a body shape marker it is most apt for and kept in mind when being bought.
Phase 2
Phase 3
3
Brand USP, inherent feature of the category of dresses going forward
2
Product is no more the king, the customer is the king and a retail store is their castle.
A campaign for the stores called as "5".
The campaign involved marketing the dresses to customers as per their body types and let them experience that Veromoda is offering personalized merchandise.
1
Tutorials to store assistants - customer have a more personalized experience
Campaign "5"
Every customer walking in would be told about their body shape based on their measurements and taken to the body shape curated dress wall where there are 5 dresses, 1 of each shape for every body type.
Limitations and Future
Focus groups
ARVR
Complete style lookups
Size of sample
3D body scan software to predict body type
More diverse sample- Pan India
Conclusion
•A definitive sell through per dress assortment offered was established.
• The concept tested came out to be positive and following inference was concluded: Body types do affect purchasing decisions of dress shape preferences on female customers.
• Therefore, the implementation used this concept as a means to push sales in the dress category as well as make the customers feel that the brand is trying to enhance their experience by providing them a personal customized experience leading to better conversions.