How a women’s fashion retailer redefined merchandising under the Versona Brand for 66 locations.

A Large retailer of women’s fashions and accessories that operates under three product concepts each covering a different customer base, with over 1000 stores in 30 states was looking to build an assortment that resonates with their customers and get $250M in sales. With the goal to define the assortment direction, and merchandising under the Versona Brand for 66 locations they hired YAY due to its proven success record with other clients.

We Trained the Merchandise, Buying, and Design teams to build awareness of the product and product development processes additionally, we built merchandising strategies that were aligned with the brand vision and implemented across all stores.

More about the project.

We started with discovery where we analyzed the sales for the past 3 years to identify what customers were buying and gravitating towards. After the discovery, we were able to identify the product assortment that would convert the target audience. We prepared a road map of three phases- Define / Measure / Analyze, Improve / Design, Implement and Control, with key deliverables and timelines for each phase.

We analyzed sales down to trends and sizes so we could develop the best assortment. We did a competitive analysis, customer analysis and developed templates to fit the look and feel. We improved the assortment offering and developed the core essential product for the brand. We built a design department and private-label brand that was the core product. We implemented merchandising strategies that allowed the customer to shop by look. We pared the fashion product assortment and created fashionable outfits so the customer would shop based on how the outfit would look. This increased conversions and offered a curated experience to our target audience. In stores, we merchandised products by mini boutiques to have a good flow of clothing.

We achieved double-digit sales increases in one quarter by redefining brand identity and the target market. We aligned the brand to the customer persona and aligned buying teams with the trends.

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