Use case
How can you measure how successful a brand's new product launches are?
Launch performance can be read from the shelf: how widely a new product is distributed across retailers, how quickly sizes or variants sell out at full price, and how soon it is discounted. Weekly first-seen dates, availability and price history per product make those patterns comparable across launches and brands.
Last reviewed
Signals of a strong launch
- Broad distribution: the product appears at many retailers soon after launch.
- Full-price sell-out: sizes or variants go out of stock without discounting.
- Late or no markdown: the product holds full price for longer than comparable launches.
Signals of a weak launch
- Narrow distribution that does not widen.
- Early discounting, especially at wholesale partners.
- Quick appearance at off-price retailers.
Metrics used
- New-product share: The percentage of a brand's live assortment that was first seen within a recent window, such as the last 13 weeks.
- Full-price availability: The share of a brand's products that are both in stock and selling at full price, a proxy for clean, healthy demand.
- Channel leakage: Products moving from premium retailers to off-price retailers, a signal of excess inventory and brand-positioning risk.
- Markdown breadth: The share of a brand's or retailer's live products that are selling below their full price at a point in time.
How each measure is built: methodology.
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