Amid global supply chain bottlenecks, we outline what's performing well, alongside stock and pricing metrics across major markets.
Reinforce your strategies and optimize sales of products on-hand during this turbulent time by pairing this data with our solving the supply chain challenge report.
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Key takeaways
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Sell outs of activewear, underwear, dresses, denim and festive apparel are surging market-wide. However, in all areas, the number of options currently available at US retailers are down YoY, signifying the present challenges of buying back into key products. Retailers with a global presence should consider their stock allocation from areas less impacted.
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During this time, retailers need to stay on top of monitoring price points to understand where there is room to move in each market to offset inflated shipping costs. By analyzing the top selling intervals of each category, it's evident the lowest price isn't always the most successful, as seen in active footwear in the US and Australia.
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The pandemic empowered more retailers to spread production to minimize risk. Those investing in local suppliers and manufacturing are in a strong position such as Germany, where the number of products in stock made domestically is up 68% and sell outs up 349% YoY. Elsewhere, demand is outpacing supply suggesting limited capabilities.
Activewear
Top-level sell outs
The evergreen demand for activewear and the category's ability to innovate has led to global YoY increases in sell out activity. Though both performance and lifestyle products increased YoY, athleisure styles outsold sportswear. The sport associated with the highest number of sell outs was running across all markets except Australia, where it was football.
Activewear sell out % difference YoY:
- AU ▲ 46%
- DE ▲ 35%
- ES ▲ 52%
- IT ▲ 8%
- UK ▲ 122%
- US ▲ 80%
Products of note
Footwear is the top performing product within activewear across most regions, making up between 30-43% of sell outs. In Germany and Australia, tops had the most success, making up 31% and 24% of sell outs. Within this parent category, the bulk of market-wide sell outs were T-shirts, hoodies and polo shirts, except for the UK where tank tops were the third-best seller.
Current stock position
Increased sales metrics coupled with lockdowns in sportswear manufacturing hubs like Vietnam have led to fewer styles available online YoY in the US, experiencing a 12% decline and recording a slump in accessories by 63%, tops by 19% and footwear by 8%.
Activewear in stock % difference YoY:
- AU ▲ 30%
- DE ▲ 29%
- ES ▼ 2%
- IT ▲ 14%
- UK ▲ 5%
- US ▼ 12%
The pricing sweet spots
The most impactful pricing intervals across each market, based on full-price product sell outs.
Active footwear top pricing brackets:
• AU: $160-170, $90-100, $130-140
• DE: €40-50, €50-60, €30-40
• ES: €50-60, €60-70, €100-110
• IT: €100-110, €60-70, €110-120
• UK: £70-80, £50-60, £60-70
• US: $130-140, $80-90, $120-130
Underwear
Top-level sell outs
Sell outs of products within this lucrative category are continuing to rise globally, with the bulk sitting within womenswear. Demand is driven by core product types, with underpants making up 52-62% of the majority SKU sell outs and bras, 34-43%.
Underwear sell out % difference YoY:
- AU ▲ 46%
- DE ▲ 61%
- ES ▲ 153%
- IT ▲ 23%
- UK ▲ 167%
- US ▲ 210%
Products of note
The best selling items are synonymous with the comfort renaissance. Briefs outsold thongs in every market, and sports bras are the top selling product in all regions except Italy, where it's bralettes. This softer style is the second-best global seller except in Australia, where it's push-ups, and the UK, where plunge bras reemerged. Buoyed by events returning and the success of Kim Kardashian West's SKIMS, shapewear experienced triple-digit YoY sell outs in the US, UK and Germany.
Current stock position
High sell out increases has resulted in fewer underwear styles available online in the US and Italy. As interest in intimates ramps up ahead of the festive season, retailers should be promoting their available stock in gifting edits to capitalize on the early holiday demand.
Underwear in stock % difference YoY:
- AU ▲ 9%
- DE ▲ 57%
- ES ▲ 8%
- IT ▼ 4%
- UK ▲ 8%
- US ▼ 11%
The most impactful pricing intervals across each market, based on full-price product sell outs.
Women's bras top pricing brackets:
• AU: $10-20, $20-30, $50-60,
• DE: €10-20, €20-30, €30-40
• ES: €10-20, €0-10, €30-40
• IT: €10-20, €20-30, €0-10
• UK: £20-30, £30-40, £10-20
• US: $20-30, $10-20, $30-40
Dresses
Top-level sell outs
A dormant category in 2020 due to the pandemic, the rebound of dresses is evident with global sell outs upwards of 80%. Continued growth in this area can be expected with festive and end-of-year celebrations returning and a partially locked down Australia reopening in time for Christmas.
Dress sell out % difference YoY:
- AU ▲ 84%
- DE ▲ 134%
- ES ▲ 134%
- IT ▲ 81%
- UK ▲ 294%
- US ▲ 182%
Products of note
The tried and true midi proved the most successful dress style globally. However, mini lengths are seeing impressive gains, experiencing double-digit percentage increases in Australia, Italy and Spain and triple-digit in the US, UK and Germany. Bodycon dresses are performing well in post-lockdown UK, making up 6% of all sell outs, while only 0.5-2% of sell outs in every other region.
Current stock position
Unlike underwear and activewear, the number of dresses available online across all regions is higher YoY, minimizing the risk of a sparse offering in this category while supply chains are compromised. To maintain healthy stock levels, use this time to promote best sellers and prioritize these from suppliers over viral trend pieces with a shorter selling window.
Dress in stock % difference YoY:
- AU ▲ 8%
- DE ▲ 37%
- ES ▲ 185%
- IT ▲ 144%
- UK ▲ 99%
- US ▲ 74%
The pricing sweet spots
The most impactful pricing intervals across each market, based on full-price product sell outs.
Women's dresses top pricing brackets:
• AU: $30-40, $20-30, $10-20
• DE: €20-30, €30-40, €10-20
• ES: €10-20, €20-30, €30-40
• IT: €10-20, €20-30, €0-10
• UK: £10-20, £20-30, £30-40
• US: $20-30, $10-20, $30-40
Denim
Top-level sell outs
Combating a year in sweats, denim sales are back in the black due to an uptick in jeans, which made up 60-71% of sell outs across regions. SKU activity of denim outerwear also rose YoY in the UK, Spain and Germany.
Denim sell out % difference YoY:
- AU ▲ 70%
- DE ▲ 47%
- ES ▲ 215%
- IT ▲ 112%
- UK ▲ 137%
- US ▲ 147%
Products of note
The data confirms the skinny jean has lost its luster, emerging as the EDITED top moving style for women only in the UK, making up just 4% of sell outs vs. 7% a year prior. Elsewhere, the more relaxed slim and straight-leg jeans were revered in menswear and womenswear. High waists continue to dominate as the jean rise with the highest proportion of sell outs globally.
Current stock position
In addition to the supply chain challenges, denim retailers also have to contend with surging cotton prices, which could see the availability of denim dwindle in the future. Germany is currently experiencing the largest YoY variance, with the category down 13% due to a 34% decrease in denim skirts and a 14% decrease in jeans.
Denim in stock % difference YoY:
- AU ▲ 3%
- DE ▼ 13%
- ES ▲ 13%
- IT ▲ 12%
- UK ▲ 3%
- US ▼ 3%
The pricing sweet spots
The most impactful pricing intervals across each market, based on full-price product sell outs.
Denim jeans top pricing brackets:
• AU: $50-60, $60-70, $90-100,
• DE: €30-40, €20-30, €90-100
• ES: €20-30, €10-20, €30-40
• IT: €20-30, €30-40, €10-20
• UK: £20-30, £30-40, £40-50,
• US: $40-50, $30-40, $20-30
Also of note
Festive products
This year, consumers are doing their holiday shopping earlier, which has led to more festive gear selling out earlier. Globally, full price products selling out of the majority SKUs between July and October have increased by 236%. This has led to fewer options available online vs. last year in the US, which is currently down by 56% YoY.
Locally-made & pre-orders
With retailers struggling to import goods, they're looking for alternatives to relieve pressure on supply chains. Pre-order is becoming more accessible in the US, with options in stock increasing 193% YoY. Locally-made products are resonating with consumers, with global majority SKU sell outs up 86% YoY. However, in most regions, the number of these items available have diminished YoY, suggesting demand is outpacing supply, making shifting to domestic production an attractive option.
While the supply chain saga continues, EDITED Retail Intelligence will be paramount for the analysis you'll need to react quickly to market changes, minimize any inefficiencies and capture other wins.
