Cider x EDITED

Cider is a globally minded, social-first brand that makes clothes for a new generation.  The brand is powered by a young, talented team selling in more than 130 countries, with over 60% of leadership comprised of women.

As a brand reimagining fashion through technology, it only made sense for the innovative, digitally-focused, AI-savvy team to partner with EDITED.   

When Cider originally brought on EDITED, it had a few specific use cases in mind, but soon found it could expand on these significantly. 

Now, the team has integrated EDITED’s solution to help drive collaboration across merchandising, marketing, design, and planning functions in making data-driven decisions regarding assortment, pricing, and site merchandising.   

Bridging the Gap: Aligning Teams With Market Data

We sat down with Lindsay Fiegleman, Executive Director of Strategic Merchandising and Trend at Cider, to hear more about the team’s experience with EDITED. 

“Originally, we considered EDITED only a merch-driven platform, which was a huge oversight. Bringing our communication and marketing teams into the tool has seriously changed how we plan, as we are backed by more industry information,” says Lindsay.  

She goes on to explain how EDITED has helped the marketing and merchandising teams align on promotional timelines and when to discuss specific growth opportunities. 

“With EDITED, we have an objective source of data that shows what the industry is doing and highlights key consumer moments, which has really helped with alignment. We are saving time by having less back-and-forth about why we decided something on the calendar because everyone can see where the hot moments are.”

EDITED has allowed teams with different focuses to communicate better by equipping everyone with a unified competitive data set that provides context into the market and customer demand.   

Optimizing Assortment With Market Insights

As an international team managing numerous trends, Lindsay explained that her point of view about what products the team needs might not align with the opinion of someone in a different region, as they have different understandings of the market and what a customer is looking for. 

Using Data to React Quickly

With access to real-time market data in EDITED’s Assortment module, the Cider team can see what is performing well in the market, and adjust their strategy rapidly to meet demand.  

“EDITED shows us heatmaps and other companies’ best-selling products, with data such as ‘This is the hottest product at this company’ and ‘This is getting the most click-throughs or selling out the most,’” Lindsay highlights.

“This data has been crucial to helping our design team react quickly and say, ‘Okay, if this is working in the market, then what are we doing to elevate our assortment to add something that looks similar, or add something new as a whole?’”   

Using EDITED’s data-fueled insights ensures Cider remains the go-to brand for trend and style inspiration.

Validating Assortment Choices

With an objective source of truth, the team saves valuable time by focusing on strategic action rather than analyzing data, allowing them to make quicker data-backed choices for their assortment. 

“EDITED helps our planning and merch teams align on what’s needed to round out the assortment. It serves as a checkpoint to validate that someone’s ideas for an initiative are factual and based on what’s going on in the market.”

Refining Pricing Strategies

Along with assortment planning, Cider utilizes EDITED’s Pricing module. 

“When it comes to pricing, EDITED helps us confirm that we’re on the right track, or sometimes is a real eye-opener for us to see what’s not working and why,” says Lindsay.   

Recently, the team used EDITED for a category pricing overview: “Leveraging EDITED’s data allowed us to do a better deep dive and understand if we had any room to increase the price, if we should lower our price point, or if we were at the right price to begin with. Being able to do this per category has been really interesting and led to a lot of good conversations.” 

Lindsay concludes, “EDITED allowed us to look at the category as a whole, determine the best pricing strategy, and actually make those changes.” 

Using EDITED Pricing, the team made a shift that impacted profitability on more cost-intense products, leading to better results for Cider. 

Enhancing Site Merchandising for a Global Audience

As an international company selling in 100+ territories, Cider needed to focus on classifying and naming products to optimize SEO, whether using online search or its own channels. 

Lindsay explained that cultural differences in language led to customers’ inability to find certain products, ultimately costing Cider valuable sales.      

Improved Product Discovery Through Localization

EDITED’s Site Merchandising module was critical to Cider’s ability to understand different markets and localize its offerings accordingly. 

“With EDITED, we exported all the products in the category and devised a naming strategy. We realized we needed to have both British and American English in the titles and product descriptions so each customer could find what they were looking for.” 

For example, Lindsay discussed that if they use North American English, the team might struggle to sell jackets in Britain, as the customer is searching for different terms.   

“These nuances were not really seen or thought about,” said Lindsay, “but EDITED helped our web merchandising team and app team localize all the content.” 

Being mindful of localization helped Cider capture customers and increase conversion, traffic, and sales. 

Why EDITED is a Must-Have for Retailers

“When I came to Cider and started using EDITED, I thought, ‘Oh my god, how have I not been using this before?’” 

Lindsay says that EDITED is a tool she would bring to any company because the internal reporting, collaboration across departments to ensure seamless comms, and gut check of your competitors’ activity is invaluable.

“I can frequently understand how other businesses interpret newness – whether that’s in product, overall seasonal strategy, promotions and markdowns, or collaborations – and compare all of this in multiple territories.” 

As the world of retail continues to evolve, having a comprehensive retail intelligence solution helps retailers not only keep up, but thrive. Lindsay specifies, “Customer buying patterns and markdown patterns are so different, and in-store versus online has drastically changed. Having all of this information fully integrated into the EDITED platform where you can easily visualize it is invaluable.”   

Book a demo to learn how EDITED can help you make better decisions to optimize profitability in your business today.