“After using Top to Toe for 6 years, we have not only had a return on investment as well as improved the profitability of the stores, but have also managed to cut the expense of the old way of doing things and shrink stock levels. More importantly I have been able to free time to drive the business forward.”
Drome – A Case Study
Drome is Liverpool’s cutting edge fashion retailer with 3 outlets all located in the city centre. Dromewomen sets the style for fashion-hungry females aged 14-25. Drome Couture provides evening and special occasion wear for women between 20-45, whilst Dromemen caters for the 18-40 young professionals.
Louise Kavanagh, Drome’s merchandiser, buyer and the winner of the Drapers Record Buyer of the Year award uses Top to Toe and says, “the systems ease of use enables me to really direct the business”. There is new stock on the floor every week! Sell through is around 80-85%. Everything is monitored on a weekly basis and stock is moved around the stores accordingly. From this she is able to be responsive to sales trends and stock management is worked to maximise the return on investment for the whole of the business.
The stock control system and EPoS system generates reports on a daily basis, giving accurate sell-through figures and information on slower selling lines. “With this technology and gut instinct we’re much better equipped” Louise says. “We are not scared by the easy to use system, and ask for reports on anything that comes to mind. It’s also powerful enough to get us the answers.”
”We focus heavily on store sales the day they happen. Stock can then be quickly replenished from suppliers, throughout the season. Their sell through can then be monitored and acted upon before it’s too late”. “Top to Toe frees me from routine administration time so I can be more creative in my buying and finding new products and labels. I can review best selling sizes and know any size shifting etc. With Top to Toe I can monitor their performance at any opportunity. To beat the multiples there is new stock on the floor every week and 50 per cent of the budget is held back for short orders.”
Size planning and ratio purchases are now much better. From the sales reports she can compare the selling patterns of the previous seasons. Stock/sales and order reports show her if she has sufficient stock to last the season if a style is successful.
Louise says, as a buyer - the Top to Toe instantaneous information obtained from the wide variety of reports produced enables her to make various decisions easily. On many occasion, she takes the reports with her to buying appointments.