News

U.S. fashion retailer tracking trends with new software

December 5, 2011

Teen retailer rue21 is implementing Maple Lake assortment planning software. The technology has the potential to reduce markdowns and increase profitability by allowing the company to monitor and assort the newest trends for girls and guys between its store locations, according to a company press release.

The retailer, with more than 750 stores, is hitting a growth spurt, opening more than 100 stores a year. The company's continued expansion into new markets and fast turnaround of stock requires quick and accurate planning, and the software is being implemented to assist in identifying key trends and making sure the right products are destined for the right stores, according to Mark Chrystal, rue21's senior vice president of planning and allocation.

"In a 'fast fashion' model, every store has a unique product mix and volume need, so with improved planning and allocation technology we intend to significantly improve our visibility and speed of response to these varying customer demands," he said in the release.

Rue21, known for its apparel and accessories priced low, continually reviews its merchandise assortment to reflect key trends and ships daily deliveries of new merchandise to stores from its distribution center in Weirton, W.V.

"The challenge is ensuring merchandise levels match the continually changing store portfolio," Stuart Aldridge, CMO at Maple Lake, said in the release. "Opening so many stores puts increased pressure on inventory levels, and without sufficient insight, there's far greater risk of over- or under-stocking, not to mention lost profits."

Rue21 is now implementing Maple Lake's merchandise and store planning software. The implementation of the Maple Lake QuickAssortment & QuickAnalytics software will begin in 2012.

Read more about technology.