Building on Success

As a social-first fashion brand renowned for its agility, Cider has consistently leveraged EDITED to stay ahead of global trends. Since first adopting the platform, teams across concept, planning, and marketing have deepened their use, bringing more data, structure, and shared understanding to every decision.

“EDITED is the solution I use most often to research fashion trends,” said Kexin Shen. “I look at reports almost every day to guide strategic planning and concept development. EDITED also helps me understand competitor performance and the seasonal performance of different categories.”

What began as a tool for tracking trends has evolved into a company-wide resource,  connecting both teams and insights across product, pricing, and creative. 

From Tracking Trends to Actioning Insights

Cider’s Concept and Merchandising teams lean on EDITED to identify what’s trending, but most importantly, what’s commercially viable.

The team all echoes EDITED’s power in trend predictability and validation. 

Eva Bu highlights, “EDITED’s research keeps us updated on every macro and micro trend. These reports are all backed by industry data, which allows us to quickly identify trends that fit the brand and are likely to deliver strong sales results when planning future concepts.” 

Along with validation of what’s trending, the Cider team uses EDITED to understand the competitive landscape. The tool has become embedded in how Cider defines and validates creative direction.

Esther Blum: “I check the reports weekly, and they always make complex information easy to understand. EDITED Market gives me great visibility into competitor performance, and is so intuitive and easy to navigate.”

Eva Bu: “I often use the feature that filters competitors’ top performers, which helps me better analyze the design details of strong-performing styles and apply those insights to future concepts.”

Momo Tan: “EDITED Market is extremely helpful for competitive analysis. I typically use it to review competitors’ collections from the same period last year and quickly identify top-performing styles by category. This data greatly supports my decision-making in fabric selection, silhouette development, and color planning.” 

With access to understanding competitor new-in and full-price sell outs, the team can refine silhouettes, details, fabrics, and colors that resonate with Cider’s global audience. 

Planning With Precision

The Planning and Operations team uses EDITED to optimize timing, pricing, and category mix.

Cider relies on EDITED to determine its product launch cadence for upcoming seasons, track what’s trending, and benchmark against competitors with real-time insights. 

“I monitor competitor new arrivals and sell outs weekly,” says Agnes Pan. “These tools help me spot the hottest items competitors are launching, so we can plan our own releases more efficiently.”

By blending EDITED’s data with internal sales and planning insights, Cider’s teams are more proactive — able to anticipate shifts in demand and react with confidence.

“Every month, we use EDITED to review competitors’ new product launches, category mix, and sell-through rates,” said Lydia Zheng, “By analyzing common colors, materials, and styles, we can quickly identify emerging trends and spot whitespace that others aren’t addressing.” 

Data-backed pricing has also become a cornerstone of operational strategy.

“I frequently use pricing distribution tools to examine price positioning by category,” said Karen Li from Operations. “It enables me to precisely identify pricing gaps between our offerings and competitors, and decide whether to adjust prices upward or downward. It’s a scientific and rigorous foundation for strategy.”

Applying Insights in Action

Cider’s use of EDITED extends well beyond day-to-day tracking — it’s embedded in seasonal and category-level planning.

Agnes points to the transition from fall to winter as a prime example:

“I frequently use a workbook that tracks the historical timing of competitor coat releases of varying thicknesses – as an example, trenches versus puffer. This gives me a long-term, macro perspective when planning and developing my fall/winter product launch and promotion strategies.”  

Similarly, when preparing the swimwear assortment, the Operations team relied on EDITED Research to guide product development and phasing.

“EDITED’s market research provided us strategic guidance for determining key development and operational directions for our swimwear category for the upcoming year,” says Karen.  

And, for more specialized categories, like homecoming dresses, EDITED’s analytics help the team dig deeper into market dynamics.

“I use EDITED Market to efficiently view data for multiple competitors, including their price range distribution, market trends, and color preferences,” explains Gia Yan. “When studying products made from specific fabrics, I also use the keyword function to understand how other brands approach similar products.”

Across planning, operations, and pricing, EDITED ensures every decision — from timing a drop to setting a price — is backed by real-time data.

Aligning Creative, Commercial, and Consumer Strategy

For Marketing and Creative, EDITED bridges strategy and storytelling, ensuring every campaign reflects both what’s important to the Cider brand, what’s happening in the market, and what will resonate with customers. 

By pairing EDITED’s market intelligence with the Cider team’s creative intuition, they build campaigns that feel fresh yet commercially on point.

“We use EDITED to monitor the competitive landscape, from homepage merchandising to email campaigns,” explained Nivrata Bharwani. “It’s made our go-to-market planning more strategic and insight-driven. Having a clear view of competitor activity helps us identify whitespace and sharpen messaging around trends our customers already recognize.”

EDITED has also become a key resource for campaign development, helping validate creative decisions and stay ahead in a world of fast-moving trends.

“We regularly track competitors’ homepage updates and email promotions,” said Abby Zhang. “EDITED’s structure makes it easy to find inspiration and plan campaigns with confidence. The product trend analysis and messaging insights are incredibly helpful during major seasonal pushes.”

The team highlights how this intelligence directly informs art direction and content strategy, with YJ Ye sharing how EDITED supports marketing and visual production: 

“Trend forecasting and cultural insights guide upcoming drops, helping us identify silhouettes, colors, and micro-trends. By systematically referencing EDITED data, we’ve aligned creative direction with consumer interests — and it’s boosted CTR and engagement across campaigns.”

By integrating EDITED into planning, creative, and marketing workflows, Cider has created a unified feedback loop, where data inspires creativity, and creativity drives measurable results across 130+ countries. 

Conclusion: A More Connected Way of Working

Across every department, EDITED has become the common language that connects creativity and commercial strategy at Cider.

“EDITED gives us a clear picture of how competitors and different categories are performing,” said Gia Yan. “It’s one of the most practical tools I use for analyzing trends and sales performance.”

What began as a data solution has evolved into a true partnership – one that underpins how the Cider team plans, creates, and executes every day.

“EDITED has become part of our daily workflow,” says Eva Bu. “It keeps us connected to the market and aligned as a team.”

Abby Zhang echoes this sentiment: “EDITED has become our trusted partner.”

By deepening their use of EDITED, Cider’s teams have been able to effectively blend art and science in retail in 2025, enabling a faster, more collaborative way of working. The teams are empowered to turn real-time intelligence into more confident, data-backed decisions.