How to Determine What Merchandise Your Customers Want in Fashion Retail
In independent retail, guessing what to stock might seem like a gamble. But the winners know exactly what their customers want—sometimes before the customers themselves do.
The key to determining the right merchandise is combining hard data, real-world conversations, and a trained eye for what’s next.
Here’s how to stay in tune with your shoppers and ahead of the curve in a fast-moving fashion landscape.
Listening to Your Customers First
Your customers are constantly sending signals about their preferences. Some are obvious—like a bestseller that sells out twice in one season—while others are subtle, buried in casual comments or online engagement patterns.
Read the numbers : Start with your sales data. Your POS system is more than a cash register; it’s a treasure trove of insight into what’s moving, what’s stalling, and which products are driving margin. Look beyond the top-line numbers to spot repeat purchases, seasonal shifts, and combinations that tend to sell together.
Watch the chatter : Step into the digital conversation. Track likes, shares, comments, and saved posts across your social media channels. Which styles get tagged in customer photos? Which products spark excitement in the comments? Social engagement can be an early indicator of what’s worth restocking or expanding into new variations.
Ask in person : Never underestimate the power of face-to-face feedback. Quick conversations on the sales floor or at checkout can reveal gaps and opportunities. A simple question—“Do you have this in another color?”—is a prompt to consider expanding your range. Small snippets of feedback, collected consistently, can shape smarter buying decisions.
Spotting Merchandise Trends Early
In fashion, timing matters. Stock a trend too early, and it sits. Spot it too late, and you’re chasing instead of leading. The sweet spot is about keeping a finger on the pulse of both your local customer base and the wider industry.
Use forecasting reports : Invest in professional forecasting tools to see what colors, fabrics, and silhouettes are popular and likely to dominate in the next six to twelve months. These insights give you a head start on curating future collections.
Follow tastemakers : Beyond the reports, pay attention to the stylists, independent designers, and niche fashion communities that influence your target market. These tastemakers often spot shifts long before they reach the mainstream. A handful of followed accounts or newsletters can become your personal early-warning system.
Observe big retail moves : Finally, watch the heavy hitters. Flagship store displays, seasonal lookbooks, and runway edits from major brands can provide cues that trickle down into broader retail. While you don’t want to copy their assortments, you can translate their themes into versions that fit your customer’s taste and price point.
The Takeaway
Understanding your customer is equal parts listening and anticipating. Use the data you already have, pay attention to the trends that matter, and translate them into a mix that feels fresh, relevant, and uniquely yours. The best retailers don’t just follow fashion—they shape it for their audience.
Want help to better support your merchandising strategy? Book a free consultation with our retail planning experts here.