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Top Movers are how EDITED defines products that are performing well within the market. There are a few different ways you can analyze competitors’ Top Movers, including newness, price consistency and speed of sell outs. Identifying Top Movers and Slow Movers is another way to use historical data to help influence your strategy.
One way to identify top moving products is by layering newness and first majority sellout dates within your workbook.
Within the Date & Timeline filter, select your desired date range under “New In” and click Add. Then, select the same range under “First Maj. Sellout.” First Majority Sellout refers to the first time at least 51% of SKUs went out of stock at the same time where there were 2 or more SKUs present.
Placing both of these filters on within your workbook serves as an “and” function, meaning all products pulling through must fulfill both of these qualities. This in itself is a great indicator of products that performed so well that they experienced a first majority sellout during the same time period they launched new.
Keeping the ‘In Stock’ filter applied will mean that this set of products are also currently in stock and available on the retailer’s site to purchase. Selecting ‘Replenishment At Least Once’ or ‘At Least Twice’ narrows further to products that saw full or majority sellout and a return of those out of stock SKUs.
While replenishment can certainly be a strong indicator of top moving products, it is not always an exact metric, as sometimes a trend-forward or limited stock product can sell out as planned by the buying and merchandising teams, with no intention of re-stock. For this reason, it is important to look at multiple stock statuses when analyzing top movers for a complete picture.
While analyzing when products were first discounted can sometimes alternatively indicate poor product performance, this is not always the case. Sometimes retailers will plan for discounts at launch in order to create a perceived deal for the shopper, so this doesn’t always necessarily mean that the discount was inspired by slow movement.
NOTE: If you do decide to remove any products that have seen advertised discount by using the Price & Status filter, this applies to the last time EDITED tracked the products in your workbook - not the time frame identified in the Date & Timeline filter. For more information regarding how the price & status filter impacts historical analysis, please take a read of this article.
With the Rewind Time filter, you’re able to select any previous date to see the state of the market on one specific day back in time. For more information on Rewind Time, click HERE.
If your account’s version of EDITED does not display the ‘Rewind Time’ filter, and you are interested in accessing this feature, please reach out to your account manager, or email support@edited.com for more information.
All analysis tools still stand within this workbook, so now that you have identified Top Movers, you can dive deeper into analysis of what styles and prices are working best in your competitors’ most successful assortment.
COLORS/PATTERNS
The Colors and Patterns charts can give you an indication of what colors or patterns consumers are responding to and retailers are investing in.
In the charts above, we can see that black and neutral are consistently a large proportion of the top mover spread across Boohoo, Zara, and Mango. Boohoo and Zara have leaned more into the warmer pinks, reds, and oranges, while a significant spread of Mango’s top selling products fall into the navy and dark blue color family.
All three retailers are investing in florals as a top pattern as well, with Boohoo’s top movers comprised of over 50% floral patterns. While this pattern may be an excellent seller, they may take notice of Mango and Zara’s attention to stripes, and consider investing in some striped pieces to compete with consumer demand for this pattern as well.
ARCHITECTURE
By looking at top movers and slow movers, you can start to narrow down on what prices worked well or not so well for both yours and your competitors’ assortments, and make adjustments to ensure competitive pricing strategy within the current market.
We can see that the median price and interquartile range is hovering around £10-15 higher for Abercrombie and Fitch than Hollister’s prices. Hollister may interpret this data and look for ways to slightly raise prices on their top moving pieces to increase margin.
REPORTS
Our team of in-house Analysts publish Top Movers reports, as well as seasonal analysis that tracks styles and trends that are hot right now or selling well in the market space. These reports provide essential data-driven insights into top selling products and what’s working vs. what’s not.
