Fashion Retail and Product Assortment by Culture
A major, international European fashion house has extended a strong retail footprint across China, but given the diversity of the market, ‘one-size-fits-all’ was not a sustainable approach to merchandizing. With fashion preferences in each key city growing increasingly different, how do you maximize inventory efficiency by tailoring product assortment to each location?
We conducted comprehensive, multi-city research of young male Chinese luxury consumers to anticipate fashion taste and preference by each key city and developed a strategy to optimize assortment by store. This research translated into product design guidelines used by the global team to capture local nuances in design aesthetics.