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Product Future Growing gross margin through product testing
Mallzee Performance Score (MPS): The percentage of people who have liked a product on the Mallzee app. The higher the percentage the more likely the product is to be successful.
Mallzee Grade: A grade (1-3) that looks at the MPS of a similar products to rank the product. Grade 1 means it falls in the top 20% of similar products, Grade 2 is the following 40% whilst Grade 3 is the lowest 40%.
Mallzee Scoring Overview
The insights in this pack are not split by customer group, which is our normal approach for our industry leading product testing tool - Product
Future.
Competitor Analysis 2019: Calvin Klein and Tommy Hilfiger: Men’s Top 3
Calvin Klein Cotton Loopback Logo Hoodie
Launched July 2019
Grade: 1
MPS: 33.59%
£89.99
Calvin Klein 3 Pack Trunk
Launched May 2019
Grade: 1
MPS: 31.49%
£39
Calvin Klein 3 Pack Trunk
Launched May 2019
Grade: 1
MPS: 29.66%
£39
Tommy Hilfiger Embroidered Logo Sweatshirt
Launched July 2019
Grade: 1
MPS: 36.5%
£84.99
Tommy Hilfiger Organic Cotton Logo T-Shirt
Launched July 2019
Grade: 1
MPS: 35.63%
£34.99 reduced to £17.50
Tommy Hilfiger Crew Neck Logo Sweatshirt
Launched June 2019
Grade: 1
MPS: 33.33%
£84.99 reduced to £50.99
Competitor Analysis 2019: Calvin Klein and Tommy Hilfiger: Men’s Bottom 3
Calvin Klein 205W39NYC Breton Stripe Crew Knit
Launched March 2019
Calvin Klein Jeans Iacopo Mens Black Trainers
Launched June 2019
Grade: 2
MPS: 5.38%
£90 reduced to £54
Grade: 3
MPS: 5.66%
£675 reduced to £369
Calvin Klein 205W39NYC JAWS Back Pocket Jean
Launched May 2019
Grade: 3
MPS: 6.05%
£519 reduced to £285
Tommy Hilfiger Icon Logo Hoodie
Launched February 2019
Grade: 3
MPS: 1.37%
£120 reduced to £60
Tommy Hilfiger Runner Mens RWB Trainers
Launched May 2019
Grade: 3
MPS: 1.79%
£100
Tommy Hilfiger Signature Stripe Denton Shorts
Launched May 2019
Grade: 3
MPS: 3.93%
£74.99
Competitor Analysis 2018-2019: Calvin Klein Vs Tommy Hilfiger (Menswear)
9.5
13.0
16.5
20.0
07/18 - 09/18 10/18 - 12/18 01/19 - 03/19 04/19 - 06/19
Calvin Klein MPS Tommy Hilfiger MPS
Average (MPS) 9.56% 9.64% 11.17% 13.22%
• The graph shows the average score for Calvin Klein surpass Tommy Hilfiger in all 4 quarters.
• However, when looking at the best scored product for each brand in 2019, the scores for Tommy Hilfiger are all higher than Calvin Klein.
• The data suggests Calvin Klein have an overall more commercial range, with underwear dominating the top 3 for both mens and womenswear.
Competitor Analysis 2019: Calvin Klein and Tommy Hilfiger: Women’s Top 3
Calvin Klein Women's Logo Band Thong - Black
Launched Jan 2019
Grade: 1
MPS: 35.81%
£14
Calvin Klein Women's Logo Trim Lightly Lined Triangle Bra - White
Launched Jan 2019
Grade: 1
MPS: 29.45%
£28
Calvin Klein Jeans Women's Institutional Hoody - CK Black
Launched May 2019
Grade: 1
MPS: 26.95%
£60
Tommy Hilfiger Coco Logo Waistband Side Stripe Leggings
Launched June 2019
Grade: 1
MPS: 25.23%
£59.99
Tommy Hilfiger Charlot Essential Logo Sweatshirt
Launched May 2019
Grade: 1
MPS: 24.93%
£89.99 reduced to £71.99
Tommy Jeans Icon Womens RWB Trainers
Launched May 2019
Grade: 1
MPS: 23.26%
£85 reduced to £59
Competitor Analysis 2019: Calvin Klein and Tommy Hilfiger: Women’s Bottom 3
Calvin Klein Jeans Prisca Womens Blue Sandals
Launched March 2019
Grade: 3
MPS: 3.95%
£45 reduced to £23
Calvin Klein Jeans Ritzy Womens Wedge Ivory Trainers
Launched May 2019
Grade: 2
MPS: 5.29%
£80 reduced to £56
Calvin Klein Jeans Maya Trainers
Launched May 2019
Grade: 2
MPS: 5.93%
£130 reduced to £109
Tommy Jeans Retro Womens Pink / White Leather Trainers
Launched Aug 2019
Grade: 3
MPS: 1.49%
£100
Tommy Hilfiger Womens Midnight Blue West 9B1 Ankle Boots
Launched May 2019
Grade: 3
MPS: 2.21%
£137 reduced to £35
Tommy Hilfiger Sporty Neoprene Womens RWB Mule Sandals
Launched April 2019
Grade: 3
MPS: 3.30%
£60 reduced to £44
Competitor Analysis 2018-2019: Calvin Klein Vs Tommy Hilfiger (Womenswear)
9.5
13.0
16.5
20.0
07/18 - 09/18 10/18 - 12/18 01/19 - 03/19 04/19 - 06/19
Calvin Klein MPS Tommy Hilfiger MPS
Average (MPS) 9.58% 8.35% 8.92% 9.04%
• Womenswear for both brands follows a similar patter for menswear, where Calvin Klein outperforms Tommy Hilfiger in all three quarters.
• However, unlike menswear, Calvin Klein also outperforms Tommy Hilfiger on the best three products, suggesting that Calvin Klein has better top performers and a better overall range for women.
• Footwear dominates the bottom 3 for both brands, suggesting this is the weakest category.
What will you test?
The insights driven in this pack showcase the market view Mallzee Insights can provide when testing new products. This ensures our partners are optimising their product collections when they bring them to market to remove the worst lines from the collection and double down on the best lines.
For other partners integrating this data has helped to drive improvements to gross margin of up to 6%, without long technical integration processes or long change processes.
Cally Russell CEO and Founder 07792048944 [email protected]
In summary…
