Overview

BBSTORE'S is a women's fashion brand in Vietnam focused on elegance and minimalism, targeting women aged 25–34 with higher incomes and modern lifestyles who value quality and individuality. The brand is seeking opportunities to improve and grow in fashion retail, particularly in boosting in-store sales revenue.

Data from 01/01/2024–05/26/2024 was collected and stored in an Excel file with two sheets:

Dashboards

Sales Performance

Sales Performance Dashboard

Product Performance

Product Performance Dashboard
Insights Recommendations
Sales low early week, stronger later. Promotions on Mon–Wed:
  • 5–10% off or B1G1 on accessories.
  • Discount on lowest-priced item in multi-buy.
  • Midday flash sales first Mon/Tue/Wed monthly.
Sales declined over time:
  • Revenue and traffic fell.
  • Conversion rose as traffic halved.
  • Target met last month but down Jan–May.
 Drive traffic with events and perks:
  • Early access to new/limited collections.
  • Gifts on special occasions.
  • Personal styling to upsell accessories.
Product categorization missed opportunities:
  • Discounted “discontinued” items performed well.
  • Some active items underperformed.
 Reassess product mix:
  • Test lower prices on discontinued items:
    • Sales improve: keep new price.
    • No change: check urgency/visibility.
  • Weak active items: survey customers:
    • Quality: improve design/sourcing.
    • Low awareness: newsletters, staff training, ads.
A need for targeted marketing and product positioning:
  • Customers price-sensitive, avoid higher points.
 Introduce product tiers:
  • Essential: functional everyday pieces.
  • Signature: timeless minimalist upgrades.
  • Couture: limited, exclusive high-end pieces.

Key Recommendation for Sustainable Growth: Rebranding

Step 1: Analytics

  • Assess brand perception through customer feedback, social media, and competitors.

Step 2: Redefine Mission and Values

  • Clarify brand direction and unique selling points.

Step 3: Refresh Signature Aesthetic

  • Update logo and colors to match new direction.
  • Create branded packaging and gifts.

Step 4: Ensure Quality Consistency

  • Align product design with brand image and values.
  • Monitor production to maintain high quality.

Step 5: Promote the Brand

  • Sponsor fashion shows to boost visibility.
  • Collaborate with aligned celebrities.