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Turning Insights into Actions with Purply’s New AI Insights Feature! We're excited to introduce our latest feature in Purply's Market Intelligence (MI) tool—AI insights. Now, with just a glance at your data, we’re doing the market analysis for you! Forget about interpreting complex graphs, as our AI provides clear, actionable insights right at your fingertips. What’s New: ➕ AI Insights now help you understand MI key metrics like sell-through rates, gross margin, and pricing performance without having to dig into data yourself. ➕With real-time updates, you can quickly adjust strategies based on up-to-date information, rather than relying on outdated or vague reports. Key Benefits: ☑️ No more endless hours of data analysis—just actionable, easy-to-understand insights. ☑️ Quickly spot trends, identify strengths, and address areas of improvement. Focus on running your business while the data tells you exactly what actions to take. [See below example picture of Finland SS25 current season analysis .] This is how easily you can get insights into how premium fashion markets in each country, region, category and/or department is performing in real-time with Purply’s AI insights, offering you also tailored recommendations for your ongoing season. At Purply, we believe that being able to act on data is what sets successful retailers apart. The power of actionable insights is now at your fingertips with our new AI-driven feature. All you need to do is know your business and let our technology do the heavy lifting. Ready to get started? Let’s transform your data into smarter decisions. contact@purply.io #NordicFashion #MarketIntelligence #MarketInsights #DataDrivenDecisions #AI #PremiumFashion

Turning Insights into Actions in Fashion In today’s extremely dynamic and challenging retail landscape, transforming data insights into actionable strategies is crucial for growth and competitiveness. A recent McKinsey report [1] highlights that fashion companies adept at leveraging data analytics can significantly enhance their market position. Key Capabilities for Fashion Retailers: ☑️ Data Analysis & Action: Beyond collecting data, the ability to analyze and act upon it is essential. McKinsey's analysis [2] suggests that integrating AI into business models could lead to a 118% cumulative increase in cash flow by 2030. ☑️ Performance Monitoring: Continuous evaluation of sales and operational performance enables timely adjustments. The fashion industry is projected to experience modest growth, with McKinsey [3] forecasting a 2-4% increase in 2024. ☑️ Digital and Tech Proficiency: Embracing digital tools and technologies is no longer optional. AI applications [4] in fashion have the potential to revolutionize design processes, sales & marketing strategies, and customer engagement. The Business of Fashion [5] emphasizes the growing importance of "durable skills," such as adaptability, critical thinking, and effective communication, alongside technical proficiencies. These skills are vital for interpreting data and implementing strategic actions. Moreover, Vogue Business [6] highlights that AI is reshaping roles within the fashion industry, underscoring the need for professionals skilled in both technology and creative processes. To navigate the complexities of the modern fashion landscape, retailers must cultivate a blend of analytical prowess, performance insight, and technological agility. At Purply, we are committed to providing the tools and insights necessary to transform data into actionable strategies, driving success in a Nordic premium fashion market. #Fashion #DataAnalytics #MarketIntelligence #DigitalTransformation #RetailStrategy 1. 𝘸𝘸𝘸.𝘮𝘤𝘬𝘪𝘯𝘴𝘦𝘺.𝘤𝘰𝘮/𝘪𝘯𝘥𝘶𝘴𝘵𝘳𝘪𝘦𝘴/𝘳𝘦𝘵𝘢𝘪𝘭/𝘰𝘶𝘳-𝘪𝘯𝘴𝘪𝘨𝘩𝘵𝘴/𝘫𝘶𝘮𝘱𝘴𝘵𝘢𝘳𝘵𝘪𝘯𝘨-𝘷𝘢𝘭𝘶𝘦-𝘤𝘳𝘦𝘢𝘵𝘪𝘰𝘯-𝘸𝘪𝘵𝘩-𝘥𝘢𝘵𝘢-𝘢𝘯𝘥-𝘢𝘯𝘢𝘭𝘺𝘵𝘪𝘤𝘴-𝘪𝘯-𝘧𝘢𝘴𝘩𝘪𝘰𝘯-𝘢𝘯𝘥-𝘭𝘶𝘹𝘶𝘳𝘺 2. 𝘸𝘸𝘸.𝘮𝘤𝘬𝘪𝘯𝘴𝘦𝘺.𝘤𝘰𝘮/𝘪𝘯𝘥𝘶𝘴𝘵𝘳𝘪𝘦𝘴/𝘳𝘦𝘵𝘢𝘪𝘭/𝘰𝘶𝘳-𝘪𝘯𝘴𝘪𝘨𝘩𝘵𝘴/𝘴𝘵𝘢𝘵𝘦-𝘰𝘧-𝘧𝘢𝘴𝘩𝘪𝘰𝘯-𝘵𝘦𝘤𝘩𝘯𝘰𝘭𝘰𝘨𝘺-𝘳𝘦𝘱𝘰𝘳𝘵-2022 3. 𝘸𝘸𝘸.𝘮𝘤𝘬𝘪𝘯𝘴𝘦𝘺.𝘤𝘰𝘮/𝘪𝘯𝘥𝘶𝘴𝘵𝘳𝘪𝘦𝘴/𝘳𝘦𝘵𝘢𝘪𝘭/𝘰𝘶𝘳-𝘪𝘯𝘴𝘪𝘨𝘩𝘵𝘴/𝘴𝘵𝘢𝘵𝘦-𝘰𝘧-𝘧𝘢𝘴𝘩𝘪𝘰𝘯-2024 4. 𝘸𝘸𝘸.𝘮𝘤𝘬𝘪𝘯𝘴𝘦𝘺.𝘤𝘰𝘮/𝘪𝘯𝘥𝘶𝘴𝘵𝘳𝘪𝘦𝘴/𝘳𝘦𝘵𝘢𝘪𝘭/𝘰𝘶𝘳-𝘪𝘯𝘴𝘪𝘨𝘩𝘵𝘴/𝘨𝘦𝘯𝘦𝘳𝘢𝘵𝘪𝘷𝘦-𝘢𝘪-𝘶𝘯𝘭𝘰𝘤𝘬𝘪𝘯𝘨-𝘵𝘩𝘦-𝘧𝘶𝘵𝘶𝘳𝘦-𝘰𝘧-𝘧𝘢𝘴𝘩𝘪𝘰𝘯 5. 𝘸𝘸𝘸.𝘣𝘶𝘴𝘪𝘯𝘦𝘴𝘴𝘰𝘧𝘧𝘢𝘴𝘩𝘪𝘰𝘯.𝘤𝘰𝘮/𝘢𝘳𝘵𝘪𝘤𝘭𝘦𝘴/𝘸𝘰𝘳𝘬𝘱𝘭𝘢𝘤𝘦-𝘵𝘢𝘭𝘦𝘯𝘵/𝘧𝘢𝘴𝘩𝘪𝘰𝘯𝘴-𝘮𝘰𝘴𝘵-𝘢𝘯𝘥-𝘭𝘦𝘢𝘴𝘵-𝘪𝘯-𝘥𝘦𝘮𝘢𝘯𝘥-𝘴𝘬𝘪𝘭𝘭𝘴 6. 𝘸𝘸𝘸.𝘷𝘰𝘨𝘶𝘦𝘣𝘶𝘴𝘪𝘯𝘦𝘴𝘴.𝘤𝘰𝘮/𝘴𝘵𝘰𝘳𝘺/𝘵𝘦𝘤𝘩𝘯𝘰𝘭𝘰𝘨𝘺/𝘩𝘰𝘸-𝘢𝘪-𝘪𝘴-𝘳𝘦𝘴𝘩𝘢𝘱𝘪𝘯𝘨-𝘧𝘢𝘴𝘩𝘪𝘰𝘯𝘴-𝘸𝘰𝘳𝘬𝘧𝘰𝘳𝘤𝘦

When Discounts Hit Hard: A Wake-Up Call for Fashion Retail The data from premium fashion SS24 in Sweden’s brick-and-mortar stores is concerning—discount rates across key categories like Coats (42.55%), Knitwear (36.44%), and Sweaters (31.37%) are shockingly high. Here’s what this might indicate: ➡️ Overpriced Products: If prices were set too high initially, discounts become necessary just to move stock. ➡️ Overproduction/Excess Inventory: Too many items produced and not enough demand to match. The result? Excess stock and a race to discount heavily. Both scenarios point to one major issue: unsustainable retail practices. When you’re forced to rely on heavy discounting, you not only compromise your profit margins but also risk damaging your brand value. So, what can we do about it? Using Market Intelligence (MI) helps tackle this head-on. With real-time data on consumer behavior and market trends, retailers can avoid overproduction, optimize pricing, and fine-tune inventory—making smarter, data-backed decisions rather than relying on discounts to save the day. We have the tools to turn this around—let's stop using discounts as a crutch and start using data to drive smarter sales strategies. #NordicFashion #MarketIntelligence #RetailChallenges #Sustainability #Overproduction

Returns: The Silent Profit Killer in Fashion Retail – How Market Intelligence Can Help You Minimize Them Returns are one of the biggest challenges in fashion retail, especially in e-commerce. In recent data from the premium fashion AW24 season in Sweden, we see a clear pattern: high return rates are common across various product categories, with e-commerce seeing significantly higher return percentages compared to brick-and-mortar stores. Take a look at some of the categories with the highest return rates: ➡️ Coats: Return rates for brick-and-mortar stores are at 15.89%, and e-commerce sees a much higher rate at 43.53%. ➡️ Knitwear: Return rates for brick-and-mortar stores are 13.45%, and for e-commerce, it's 25.11%. ➡️ T-shirts & Tops: Return rates for brick-and-mortar stores are 7.11%, while e-commerce shows 22.32%. ➡️ Jeans: Return rates for brick-and-mortar stores are 10.2%, with e-commerce showing 38.74%. 💡 Interestingly, women’s clothing tends to be returned 2-3 times more than men’s in brick-and-mortar stores, but in e-commerce, the return rates for both genders are relatively similar. But here’s the good news: Purply’s Market Intelligence (MI) can help fashion retailers better understand and reduce these returns by providing strategic insights. With MI, you can: ✅ Optimize inventory: Adjust your stock to match the demand and preferences of your customers, reducing the chances of overstocking or carrying products that are prone to high returns. ✅ Refine your product assortment: By understanding which categories and brands are facing high returns, you can make better decisions about which products to continue promoting and which ones to phase out. ✅ Tailor your pricing strategy: Understanding the return rate and consumer behavior across categories allows you to optimize your pricing, which can have a direct impact on return rates. Higher-priced items tend to have higher return rates – could better pricing or bundling options reduce that? By using data-driven insights, you can also implement better marketing and campaign strategies that focus on products with lower return rates and better customer satisfaction. It’s time to optimize your returns process, understand the reasons behind them, and leverage MI to make smarter, data-backed decisions that will help minimize returns, maximize profits, and ultimately drive long-term success for your brand and store. Want to learn more about how Purply’s MI can help your fashion retail business? Reach out, and let's discuss strategies tailored to your specific needs. contact@purply.io #NordicFashion #MarketIntelligence #Ecommerce #ReturnOptimization #FashionTrends #RetailStrategy

In the fast-paced fashion environment, it's easy to get caught up in constant "firefighting" – dealing with urgent issues as they arise, always one step behind. And this can feel like you're perpetually reacting instead of leading. But it doesn’t have to be this way. With Market Intelligence (MI), fashion retailers can shift from reactive to proactive. MI provides you with real-time data, enabling you to understand what is happening right now and forecast what's coming. No more scrambling to fix problems as they arise. You can be prepared and optimize sales efforts when it is needed, not when it is late. By using MI, you can: ✅ Optimize pricing and inventory to align with current market demand ✅ Make smarter decisions based on data, not just historical performance ✅ Plan your sales strategies with confidence, knowing you're aligned with the market, not just your own performance data. It's time to take control of the market. Want to know more about how MI and Purply's unique solution for Nordic premium fashion industry? Contact us today! contact@purply.io #MarketIntelligence #NordicFashion #PremiumFashion

Shoppers Are Spending More in Physical Stores vs. E-Commerce in Sweden’s Premium Fashion Market Example looking at SS24 in Sweden, we can see a clear trend: ➡️ Physical Stores: Shoppers spend an average of €119 per trip and purchase around 2.07 items. ➡️ E-Commerce: Online shoppers spend an average of €77 per trip and buy 1.83 items. These numbers highlight an important reality: physical stores continue to outperform e-commerce in terms of both transaction value and quantity. This is likely due to the immersive shopping experience and impulse buys that brick-and-mortar stores offer, which can’t be easily replicated online. However, it’s important to note that this trend is specific to Sweden when looking at all categories and all regions and doesn’t always apply the same way across other Nordic countries like Finland and Norway, where shopping behavior and category performance differ. Our data for different product categories show varied results in different countries and regions. And this is just one example how MI helps fashion brands and stores can optimize their strategy by aligning their offerings to what’s happening in the market right now, on a regional and category-specific level. Want to know how SS25 is shaping up today across the Nordic markets? Contact us at: contact@purply.io to get the latest insights! #RetailInsights #MarketIntelligence #NordicFashion #PremiumFashion

Gross Margin 101: How Market Intelligence (MI) Helps Fashion Brands and Stores Optimize Profitability in Real-Time - Insights from SS25 Stockholm Region’s Premium Fashion Market As we analyze Purply's MI data for the Eastern Sweden, we can see some interesting trends in gross margin as the data from the last few weeks shows some noteworthy changes that could signal important shifts in the market: ❗ Index Gross Margin Amount: Over the last few weeks, we’ve observed a decline in the gross margin amount. This suggests that while sales volume might be increasing, possibly due to more aggressive promotions, the total profitability is being impacted by lower-margin products or higher discounting. ‼️ Gross Margin Percentage: However, we also see an increase in gross margin percentage, indicating that the profitability per unit sold has improved. This could mean that, despite some pressure from discounts or promotions, retailers are focusing on higher-margin products or have optimized their cost structure, allowing them to maintain a healthier margin relative to sales. What Could This Mean for Premium Fashion Brands and Stores in Eastern Sweden? ✅ Discount Strategies & Promotions: The decrease in gross margin amount over the last weeks likely points to increased promotional activity or discounting strategies to boost sales. While this can increase short-term sales volume, it's crucial for retailers to monitor profitability to avoid squeezing margins too much. ✅ Product Mix & Pricing Adjustments: The increase in gross margin percentage suggests that brands are likely focusing on higher-margin products and optimizing their pricing strategy to maintain profitability. This is especially important in the premium fashion sector, where products with higher value can help offset the impact of discounts on other items. ✅ Market Shifts & Trends: The Eastern Sweden market is showing signs that it’s adapting to current demand. Retailers can use this insight to adjust stock levels, fine-tune their pricing, and plan campaigns that align with real-time demand trends, optimizing both profitability and customer engagement. MI enables premium fashion retailers to make smarter, data-driven decisions. By leveraging this market data, you can fine-tune inventory, refine pricing, and maximize profitability without relying solely on outdated forecasts. At Purply, we empower you to adapt quickly and stay competitive in a fast-evolving market. Let’s continue tracking these trends together and make sure your strategies are optimized for success in SS25! #MarketIntelligence #FashionTrends #NordicFashion #PremiumFashion #DataDriven

How Nordic Fashion Brands and Stores Can Compete with Fast Fashion Giants Using Market Intelligence (MI) In today’s fast-paced fashion market, fast fashion giants can quickly push trendy clothes to the market, responding to shifting consumer demands in real-time. Their ability to constantly refresh collections puts them ahead. For Nordic fashion brands, the challenge lies in their production cycles, where collections are designed and clothes are produced several months in advance, leaving them and fashion stores with a fixed inventory to sell. This makes it harder to respond to the latest market trends. That’s where Market Intelligence (MI) becomes essential. MI empowers fashion retailers with real-time insights into current market demand, helping them optimize everything from inventory management to pricing, campaign planning, promotions, and discount strategies. Here’s how MI can help: ✅ Optimize inventory to align with real-time demand, avoiding overstocking or understocking. ✅ Plan and execute campaigns, promotions, and discounts with precision, targeting the right customers at the right time to maximize sales. ✅ Refine pricing and sales strategies based on live market conditions and competitive analysis, ensuring products are priced optimally for profitability. By leveraging real-time market insights, fashion retailers can make smarter, more agile decisions and ensure that their strategies remain data-driven for a more sustainable and competitive future in fashion. #FashionRetail #MarketIntelligence #SalesStrategies #DataDriven #SustainableFashion #RetailSuccess #NordicFashion

SS25 Market Insights: A Sneak Peek at the Swedish Fashion Landscape As we progress through SS25, it’s clear that we’re already seeing some interesting shifts in the Swedish fashion market. Here’s a quick look at the latest trends: 🔽 Revenue Trends: We’re observing a decline in revenue as the season moves forward, reflecting early signs of softening demand. This is a trend that fashion brands should closely monitor to stay proactive in adjusting strategies. 🔽 Sell-Through Rates: The sell-through rate is gradually declining. This suggests a potential mismatch between inventory and current demand, with the market reacting to shifting consumer preferences. ✅ Gross Margin Improvement: Despite the revenue decline, gross margin is improving, which indicates that brands are managing to maintain profitability, likely through higher-margin products or cost optimization strategies. These insights are just a sneak peek of the valuable insight Purply delivers to fashion brands and retailers every day, enabling them to make smarter, real-time data-driven decisions. With our Market Intelligence (MI) insights, you can track trends across different categories, Nordic countries, and regions, as well as compare e-commerce vs. brick-and-mortar performance. Purply’s MI gives a comprehensive view of the Nordic premium fashion markets, helping brands and retailers optimize pricing, manage inventory, fine-tune campaigns, curate the right assortments, and enhance sales channels—basically optimizing the 4P’s, which are key in retail success. #SS25 #NordicFashion #MarketIntelligence #DataDriven

Forecasting in Fashion: Why Real-Time Market Data is Key 💡 In the fashion industry, forecasting is essential—but it’s also imperfect. Whether you rely on back-of-napkin calculations or advanced AI tools, forecasts are still just that: predictions. And with fast-changing trends, seasons, and even weather patterns, relying on old brand-specific data can lead to overproduction and missed opportunities. As Outi Lotti, CEO of Purply, often says: “Relying on outdated data to predict future demand is not only unsustainable, it’s simply wrong. To be truly sustainable, we need to make decisions based on what’s actually happening in the market right now.” At Purply, we provide the live, actionable insights needed to move away from outdated forecasts and adapt quickly to market shifts. Our Market Intelligence (MI) platform helps Nordic fashion brands and retailers make informed decisions in 4P, optimize inventory, and reduce waste by understanding current demand, not just relying on historical data. Let’s stop relying on predictions and embrace live data that empowers us to make smarter, data-driven decisions. This is the future of sustainable fashion. #MarketIntelligence #Sustainability #FashionRetail #DataDriven #RealTimeData #Forecasting #SmartDecisions #Purply