What are the latest e-commerce stats on this year's Back To School season? See how retailers are and should be navigating this season with Amazon ever-present.

1. JULY 2017
A CLEAN
SLATE:
BACK TO
SCHOOL
2017

2. $83.6BProjected to be spent this BTS season...
an increase of 10% over last year*
BUT THE DYNAMICS
ARE SHIFTING
$10.2B
Apparel
Apparel
$10.2B
The season is spread out over a longer period as shoppers know deals are ever-present and
fulfillment times are short.
Players whose traditional strength was this season are seeing decreasing sales (department and
specialty stores for the record), while e-commerce continues to grow.
*Source:NRFData
$10.2B
Apparel
Shoes
$5.6B

3. SHOPPING EARLY =
SPENDING MORE
One reason? Discounts creep up between June-August, before heading down in September
JUNE JULY AUGUST SEPTEMBER
24.5% 29.1% 26.9%29.4%
AVERAGE KID'S APPAREL DISCOUNT 2O16
BEFORE AUGUST AFTER AUGUST
AVERAGE BTS SPEND*
$532 $458
plan to shop throughout
the summer to get the
best deal*
65%
*Source: Deloitte Survey
AVERAGE PROMOTIONAL VALUE
StyleSageData
35.8% 39%
JUNE JULY
27.7
AVERAGE
% OFF
PROMOS*
28.9
AVERAGE
% OFF
PROMOS*
*PER RETAILER, ACTIVE PROMOS RUNNING IN A WEEK
*Source: Deloitte Survey
StyleSageData

4. STYLESAGE DATA ON
2016'S BTS PERFORMANCE
AND BTS 2017 SO FAR?
PEAK INTRO
+ STOCK-OUTLEAST DISCOUNTED
CATEGORIES
JULY 31
JUNE 6
OUTERWEAR: 20%
SLEEPWEAR/
UNDERWEAR: 21%
ACTIVEWEAR: 23%
MOST DISCOUNTED
CATEGORIES
DRESSES: 41%
SWIMWEAR: 38%
SHORTS: 38%
GOODBYE
SUMMER!
LEAST DISCOUNTED
CATEGORIES
SWEATERS: 22%
PANTS: 24%
ACTIVEWEAR: 25%
MOST DISCOUNTED
CATEGORIES
DRESSES: 42%
SKIRTS: 38%
SWIMWEAR: 38%
OUTERWEAR: 18%
SWEATERS: 16%
JEANS: 15%
MOST NEW PRODUCT
INTRODUCTIONS IN
THE PAST 2 WEEKS

5. 8.1%
FRESH
PRODUCT DROPS
% of assortment
16.4% 16.7%
13.4%
Fast fashion isn't just getting a jump on trends for the grown-ups, they're releasing items for kid's even
earlier this year.
Moreover, they're holding their own on price point and discounting, focusing on delivering the right mix
of on-trend styles and core basics at the right price, .
is unchanged
JUNE - MID JULY
% of assortment
FAST FASHION
AVERAGE
DISCOUNT STOCK-OUT
AVERAGE
ORIGINAL PRICE
17.9%
$21
16.3%
20162017
StyleSageData

6. 22%
FRESH
PRODUCT DROPS
% of assortment
14% 24.3%
9.9%
BTS is the traditional stronghold of this sector, yet it faces increasing competition from off-price channels.
Perhaps as a direct result, this season Value is being more cautious with its product drops, opting to bring
fewer new products to market early in the season.
Pricing and discounting are also facing downward pressures. However, mid-season readings indicate that
more product is stocking-out, so perhaps the caution will pay off?
JUNE - MID JULY
% of assortment
VALUE
AVERAGE
DISCOUNT STOCK-OUT
AVERAGE
ORIGINAL PRICE
36.1% $29.50
35.5% $28.10
20162017
StyleSageData

7. 21.7%
FRESH
PRODUCT DROPS
% of assortment
16.7% 17.9%
17.5%
This challenged sector continues to try and fend off competitors from all sides, including Amazon and lower-
priced channels. What's its strategy? To dial up price points and discounting, while being more judicious in
dropping fresh product.
Is it working so far? Well, stock-outs are on par with last year, so they'll be looking for a late season
push...likely in the form of heavy promotional activity.
JUNE - MID JULY
% of assortment
MID-MARKET
AVERAGE
DISCOUNT STOCK-OUT
AVERAGE
ORIGINAL PRICE
23% $30.30
25.3%
20162017
$33.10
StyleSageData

8. TRENDS:
MINI ME
Dressing your kid as your pint-sized
doppelganger is nothing new.
Whether the value end of the spectrum or
catering to those ready to shell out some
serious dough for those aforementioned
designer items, twinning is taking on a much
more sophisticated vibe.
The twinning idea is more than an appeal to
parent’s vanity; it actually makes a lot of
business sense. You can design and source
from the same materials, leave off
unnecessary and potentially costly design
details, and still price at a premium. That’s not
only resourceful, that’s smart business. (Not to
mention you’ve got a born-and-bred brand
loyalist on your hands).

9. SMALL BUT MIGHTY
INFLUENCERS
TREND: FIT TO FLARE
MIN-FLUENCERS:
ZARAVALENTINA,
GROWINGUPARMY, MIASAIDNO,
YO.SABA.SABA
TREND: STRIPES + SMILES
MIN-FLUENCERS:
DANCEWITHDIRTYFEET,
JL_DESIGNS, SHERIANDSHERI,
ZURI
TREND: BOARDING SCHOOL CHIC
MIN-FLUENCERS:
BIA_DORNBUSCH,
CALLMESPARKLE,
KAROLINASFAIRYTALEI

10. SMALL BUT MIGHTY
INFLUENCERS
TREND: BOLD PANTS
MIN-FLUENCERS:
WHATBLAKEWORE,
IAMSIRKINGSLEY,
CRAZY.WITH.KAAN,
STELLAANDBLAISE
TREND: LIL' GRANDPAS
MIN-FLUENCERS:
PEDROSSMITH,
MICHAELRANGAMIZ,
2YUNGKINGS
TREND: BIKER BOY
MIN-FLUENCERS:
GAVINDUH,
LUISAFERE,
RYANSECRET,
GAVINRAYGOZA

11. CONCLUSION: THE WAY TO WIN
1) There’s nothing wrong with starting early. In fact, you should.
You should be nearing the end of your campaign by the time you
go into August.
2) Don't forget messaging centering on ease of buying +
returning. Parents are short on time and knowing they can easily
buy and return is critical to incentivizing purchase. Free shipping
and returns go far to overcome purchase barriers.
3) Keep in mind you’re trying to please two customers - the one
wearing it and the one with the wallet.
PROMOTIONS TIPS + TRICKS
Yes, you're competing with
Amazon.
But focus
on differentiation.
Better product
curation =
Time saved for
busy parents.
Good value
beyond basics
The Big A may win at
necessities but
promote categories
where you have
design on
your side.
Omni-retail
done right
Nearly half surveyed
are motivated by
convenient omni-
purchase/returns
options*
*Deloitte BTS Survey

12. CONTACT
US
hello@stylesage.co
www.stylesage.co
To learn more about getting your assortment,
pricing, and promotions right this Back To School
season and beyond.