Trender: Planning on Design & Merchandising Based on Data (Zalora Indonesia: Sports Category)

Abstract

Reputation and credibility of Zalora in fashion industry, along with their experiences working with over 3000 local and international labels, has put Zalora in a trusted position to curate and analyse data spesifically designed for fashion brand owners. With the largest number of audience in Southeast Asia with high purchasing power, Zalora consumers are the best source of data to predict fashion trends, compared to other source of data or retailers. Zalora and their internal team expert in fashion, introducing Trender, a monthly report which allows fashion brand owners to access Zalora business information in order to compile a more effective brand strategy. In this article, the focus will be on product design and merchandising. With the help of Trender, brands will understand who buys their products, so they can target the correct market. Brands can also attain information such as most favorable products, so they can plan on next season’s products better than before. Through internal data collected during November-December 2020, there are some insights such as: 1) Fastest growing markets; 2) Best performing categories; 3)Top and trending subcategories; 4) New customer split; 5)Top regions; 6) Top and trending age groups; 7) Popular and trending SKUs; 8) Fastest growing sizes and colors; and 9)Price band share.