| A message from %%!account_organization%%. |
|
|
|
Long Tail is a strategy that allows retailers to realize significant profit out of selling low volumes of hard-to-find items to many customers.
|
|
|
|
|
|
|
|
This concept was first introduced by Chris Anderson, editor in chief, in an October 2004 Wired magazine article, and was expanded in his book, The Long Tail: Why the Future of Business is Selling Less of More.
|
|
|
|
|
|
|
|
This became apparent with the advent of the Internet, with unlimited resources for supply and an enormous consumer base to draw upon. The Long Tail argues that it collectively is equal to, or greater than, the Head.
|
|
|
|
|
|
|
|
Selling low volumes of hard-to-find products frequently is greater than selling a few highly popular products. Nike, Adidas and Supreme launches are examples of only distributing a finite set of skus across a very limited distribution channel. They do this in concert with also selling their hits to mass marketers and chains.
|
|
|
|
|
|
|
Some retailers have been able to duplicate this strategy for themselves. They reinvent products, season after season, with limited quantities that sell to extinction.
This exclusivity of niche product, narrow selection succeeds on many levels:
- Elevates your brand
- Creates demand
- Drives customer behavior to shop while available at full price
- Is a vehicle for not relying on always having the hits in your inventory
|
|
|
|
|
|
I would encourage you to investigate:
|
|
|
|
|
|
|
This is not a call to arms for wide assortments. If anything, the narrow and deep cycle is still strong. But, over assortment and over supply kill the demand and violate the rules of scarcity. Products can start out in the Long Tail and move to the Head and become part of mainstream hits. ON shoes is an example falling into that category.
For Independent retailers, this can be a strong go-forward strategy.
For more information on the Long Tail strategy, check out Robin Lewis’s blog from the Robin Report.
https://www.therobinreport.com/the-long-tail-theory/
|
|
|
|
|
|
|
ONWARDS & UPWARDS
Marc Weiss
CEO and President
Management One™
And Retail ORBIT®
|
|
|
|
|
|
|
|
|
CHARTING PROFITABLE TRENDS
JANUARY 2018 THROUGH JANUARY 2019
The graph below represents monthly sales increases, year to date, based on our clients who have comparable data from last year’s sales as Management One clients.
|
|
|
|
|
|
|
|
|
|
COMING UP!
ARE YOU REGISTERED FOR YOUR SPECIAL PERKS?
|
|
|
|
|
|
|
|
Join Management One and UBM Fashion/Informa at an
EXCLUSIVE WELCOME BREAKFAST
For Management One clients
MONDAY, FEBRUARY 25, 2019
8:00 AM
Jacob Javits Center - River Pavilion
Hear Management One President, Marc Weiss, share insights with his topic “Looking Beyond the Next Season”. He will prompt you to start thinking “Where do you want to be in 3 years?” and “What do you need to do to get there?”
Enjoy a preview of the show and highlights of the brands and categories to look for, from Danielle Licata, President of Women’s Fashion East Coast, UBM Fashion/Informa. She’ll help you make the most of your Coterie experience.
|
|
|
|
|
|
|
|
Want more one-on-one help
at COTERIE?
Take Advantage of UBM CONCIERGE SERVICES
You’ll have help finding what you are looking for and getting answers to your questions. Maximizing your show experience is what it’s all about.
ON YOUR RSVP FORM for COTERIE
Just click on the button to contact a UBM Retail Concierge
|
|
|
|
|
|
|
|
|
|
|
|
OUR NEWSLETTERS...RIGHT TO YOUR INBOX
|
|
|
|
|
|
It’s easy to sign up and get insights and inspiration from Management One and Retail Orbit CEO, Marc Weiss, every month. Know someone else who would be interested? Feel free to share this link!
|
|
|
|
|
|
|
|
|
|
IN RETAIL, THERE IS ALWAYS A NEXT LEVEL
|
|
|
|
|
|
Management One™ is the leading provider of inventory and merchandise planning to specialty retailers around the world, through highly trained Retail Experts. Our positive culture and intense attention to our products and our customers make us the premier choice for merchandise planning. |
|
|
|
|
|
FEBRUARY 2019 © MANAGEMENT ONE™
|
|
|
|
|
|
|
|
|
|
|
|
|
|
