Melbourne based sports performance brand 2XU is recording rapid growth in the US.
A case study released by supply chain management and analytics company SPS Commerce has tracked how 2XU is tapping into US consumers.
Over 18 months, the brand made style modifications and colour assortment changes to a best selling men's running top based on US consumer preferences.
The result?
The item more than doubled its sell-through rate to about a 5% or greater weekly sell-through.
In addition, the item grew 25% of its US running segment compared to 9% the previous season.
2XU director of sales and planning Michelle Landis said that analysing its POS data to map consumer purchasing habits has been key to its growth in the US.
“We’re able to use previous POS history and future growth within some of our accounts to project what their needs are going to be over the next 30, 60 or 90 days.
“We also use the historical data with additional information such as future store growth, for expansion plans within stores to forecast retailer needs and make sure we have enough inventory to satisfy the demand.”
2XU currently operates two retail stores in the US and has forged distribution partnerships with a range of stockists.