Retail Is Not Dead. It Has Evolved.
The Driving Force Behind Brands That Resonate Versus Brands That Fade Away is Innovative Merchandising Strategy.
Our Retail Merchandising Consultants help you create and sell a product assortment your customers crave through brand exploration, sales analysis, process mapping, and innovative sourcing.
We Have Had The Pleasure Of Driving Results For
Billion In Client Revenue
Fortune - Ranked Companies
Small & Med Businesses
We Work With Retail Visionaries.
The retail industry is constantly evolving. The headlines about companies downsizing or going out of business seem to be rampant. However, the retail companies that are thriving are the retailers and brands leading the charge in innovation, omnichannel retailing, product mix curation, and who consistently and authentically serve their customers how and where they demand.
Our Retail Consultants implement sales-driving merchandising strategies and processes that give you a competitive edge and a resounding presence in your seemingly overcrowded market. We empower you to continuously capture and grow your retail market share by curating a product assortment your customers crave.
We ensure that innovation is thread throughout your operations and in the core of your DNA to ensure that you are seen as a retail destination or magnetizing brand for years to come.
Think of it this way – instead of you hiring one single person to fulfill merchandising strategy responsibility, you have access to our diverse, global team of millennial fashion students and graduates, as well as seasoned retail industry experts from all walks of life. You have a force behind you driving you forward.
The future of retail is YOU.
How We Create Your Product Merchandising Strategy
Our project approach is affectionately named The E.V.O.L.V.E. method:
E Evaluate the current state of your business through a comprehensive brand audit – reviewing your product assortment, sales and inventory reports, website / store merchandising, and current assortment plans
V Validate our analysis of your brand audit with research + focus groups regarding your brand positioning within the greater industry
O Organize our findings into actionable tasks, conduct business and trend research, and together, establish our vision for your business’s future to create the strategic merchandising plan we will execute
L Leverage our global network of millennial fashion graduates, seasoned industry experts, branding designers, and international retail partners to enhance and expand your brand market share
V Verify that our strategic plan is working effectively and results are as expected – and course-correct areas of improvement
E Experience a new way ahead for your business, with us as strategic partners in your retail success
Our Retail Consultants Will Expertly Guide You To Product Management Success
The Strategy Details
01 Brand Exploration
Brand Concept + Customer Persona
We truly drill down to your vision for the brand. We will define who your brand is – what is your brand persona? Who is your target customer? Where does that customer live, work, play, their hobbies, discretionary income, etc? What are key words that describe your brand? Who are your competitors? The full picture is created here so we can fully understand who your business needs to serve through your product assortment.
To have a holistic view of your brand, we conduct a comprehensive brand audit – reviewing your product assortment, sales and inventory reports, website / store merchandising, and current assortment plans.
Once we have a clear picture of your brand from your company’s perspective, we conduct research to understand the perception of your brand from the customer’s perspective. This can include focus groups, surveys, article research, and customer reviews.
02 Sales Analysis
A critical part of analyzing your sales is establishing attributes for your assortment: Style, Trends, Price bands, Design Details, Fabrics, Textures, Colors, Finishes, Sleeve Length, and the list continues. The more attributes your products have, the deeper you can dig into their selling and the smarter your decisions become. We will help you establish attributes for all of your past, current, and future products.
Having an in-depth understanding of your sales strategy and sales reporting is critical to ensuring you make purposeful decisions in your business. You must understand what metrics to look at and when, how to spot a positive or negative trend in your sales and action to it, and how to create new streams of sales revenue. If you are needing more than what your current sales reports are providing, we will make new reports for you that pull in all data needed to make strategic decisions.
Before you purchase merchandise or materials, you must have a financial plan and inventory strategy in place. This involves establishing your sales and gross margin plan by year / month / week, for every item currently in your line and future items you want to bring in. Without this plan, you will not know how much inventory you need to purchase and sell to hit your goals, and will not be able to make revenue-driven decisions.
Promotional & Markdown Merchandise Management
Although we use strong sales data and industry research to make all decisions, there will always inevitably be some “misses” with some products which forces us to promote the items at a lower price or mark them down as clearance. These misses could be for various reasons – quality issues, trend dying out, item competing against a similar item in your line, etc. In any promotional merchandise situation, the end goal is to preserve as much margin as possible. We carefully analyze each slow selling item to understand the cause, and assign a promotional price to the item and evaluating the margin impact. We then roll up all of the items to understand the total margin impact, and ensure that we do not exceed your margin plan that you set for that time period.
03 Process Mapping
Product Lifecycle Management
Businesses with an in-house design team require full product lifecycle management, from design to sample making to technical fittings, to landing the products in their warehouse. We consult with you on what’s trending in your industry, the “must haves” for your new collection, and provide feedback on design concepts and samples. We will even accompany you to the factories to see the samples in person.
Formalizing the Design / Buying Process
The only way to ensure that your team is working efficiently is to formalize your design + development process (or buying process if you’re a retailer). Every single step of the process needs to be documented across all departments, with an approximate time duration and the stakeholder defined for each step.
04 Innovative Sourcing
We will work with you to ensure you have the right product mix to hit your sales goals, that your merchandise is priced right, and that your shop is optimized for sales. For brands, that involves ensuring that you are developing updates to your best sellers, and chasing emerging trends. For e-commerce stores, that involves ensuring that the taxonomy of the site allows for a seamless shopping experience. For retailers, this involves ensuring your store is merchandised in a way that allows for ease of shopping.
Finding the perfect products for your shop is not an easy feat. We will help you source products that fit your target clientele’s desires, consult with you on negotiating terms with the vendors, make sure that you’re purchasing enough items to hit your sales plans. Every merchandise purchase you make should be based on your sales history and where the industry is trending. We even accompany you to a trade show to help you navigate and to help execute our strategic plan.
Retail is being driven by small businesses (98% of retail in fact). If you don’t have a local assortment strategy for your store, you are missing out on a huge opportunity. We will source indie brands that your target customers would love, from within and outside of the United States. We will also help onboard them as a vendor and all of their items into your systems.
Execute your vision today. Schedule a consultation.
Your Product Strategy Consulting Services Include:
Driving Results For Retailers + Brands Worldwide
Global Retail Consultant, DeAnna McIntosh, at the world’s third largest mall Central World in Bangkok, Thailand doing trend research.
“DeAnna is a hard and thoughtful worker who loves diving into data fearlessly. She is design savvy, fun to work with, and not afraid to bring new ideas and insights to the table. At Capital, she helped us establish data-informed product development targets to make sure that we were bringing the right mix of products to our next launch. She also explored trends in the industry, reaching out to customers and travelling to trade markets to keep the pulse of styles and designs that are relevant to our company. Her varied work experiences and blend of fashion / style interest with data / numbers insights makes her a unique asset to any team, and I would definitely work with her again!”