Probability Merchandising = Data+Design

Great storytelling with eyes wide open to RISK

RISK is a brand’s best friend. It’s a differentiator. So it’s not about eliminating or minimizing RISK. It’s about the right RISK in the right customer choices in the right locations with the right flow and frequency. And it’s really easy to both over do and under do. The markdowns on too much RISK are expensive. The lost sales volume due to boring assortment with too little RISK is expensive. A markdown taken on a little end-of-season residue inventory is a great investment in the brand.