How Should Number Distribution Be Done in Footwear?

Number Distribution and Profitability Relationship

The correct number distribution has a direct effect on profitability. When you have the sizes your customers are looking for in stock, your sales rate increases and customer satisfaction rises. Fast-selling products strengthen your cash flow and create capital for new products. Conversely, incorrect distribution has the opposite effect. Each unsold pair translates to storage costs, tying up capital, and the need for high discounts at the end of the season. These discounts significantly erode the product's profit margin. Therefore, assortment planning is not just a cost item but a strategic investment that enhances profitability.

Assortment planning is a fundamental discipline that protects the financial health of the business. Correct distribution ensures efficient use of capital, while poor decisions result in unsold stock costs and erosion of profit margins.

Popular Sizes in the Turkish Market: Analysis of Women's and Men's Categories

Although every store has a unique customer profile, there are generally accepted demand curves in the Turkish footwear market. In industry terminology, women’s footwear is referred to as zenne, while men's footwear is called merdane. Base your wholesale purchasing strategy on this general data, especially when starting a new business or entering a new market, to significantly reduce your risk.

Golden Ratio in the Zenne (Women) Category

The zenne category generally encompasses sizes 36 to 40, with demand exhibiting a bell curve distribution. The most intense demand is seen in sizes 37 and 38, while interest in extreme sizes like 36 and 40 is lower. Therefore, instead of an approach where “each size is equal” in a standard 8-pair zenne assortment, a demand-focused structure should be established. An ideal distribution could be:

• Size 36: 1 piece

• Size 37: 2 pieces

• Size 38: 3 pieces

• Size 39: 1 piece

• Size 40: 1 piece

This structure prevents popular sizes from running out quickly while avoiding stock accumulation of slow-moving sizes. Especially in different segments such as women’s heels or women’s sports shoes, these ratios may vary slightly, but the overall trend is the density of sizes 37-38.

Demand Density in the Merdane (Men) Category

The merdane category refers to sizes 40-44, and a similar demand curve is observed here. The market's weight center is sizes 41, 42, and 43. In particular, size 42 stands out as the most demanded size in men's shoes. A suitable assortment plan directly affects stock turnover rate. An example distribution could be:

• Size 40: 1 piece

• Size 41: 2 pieces

• Size 42: 3 pieces

• Size 43: 1 piece

• Size 44: 1 piece

This balanced structure ensures sufficient stock for the most sought-after sizes while minimizing the risk of less demanded sizes, such as 40 and 44, turning into excess stock. This distribution yields rather consistent results in men's casual shoe models.

Data-Driven Decision Making: Understanding Your Store's DNA

Market generalizations and standard assortment structures provide a solid starting point. However, what will advance your business to the next level is the meticulous analysis of your own sales data. Each store's customer demographics, location, and marketing strategies create a unique demand profile. The only way to understand this profile is to act on concrete data rather than assumptions.

How Do You Interpret Your Sales Data?

Modern point of sale (POS) systems simplify this analysis, but even a simple Excel spreadsheet is sufficient to track which models' sizes sold how quickly. When analyzing your sales data, focusing only on the best-selling sizes is not enough. To see the whole picture, you should ask the following questions:

• Fast-Moving Sizes: Which models' sizes sell out as soon as they hit your stock? This is a clear indication that you need to increase the quantity for those sizes in your next order.

• End of Season Stocks: Which sizes are left over the most during discount periods? If the same sizes frequently remain on the shelves, consider reducing their weight in the assortment.

• Returns Analysis: Investigate the reasons for returned products. If returns are frequently made due to “size didn’t fit” reasons, this may indicate an issue with the model's fit.

The Role of Seasonal Trends and Customer Feedback

Qualitative data is just as important as numerical data. Your store staff is your most valuable source of information in direct communication with customers. Regularly collecting feedback about sizes that customers cannot find or ask for may reveal a demand potential that your current assortment does not cover. There might even be niche demands for size 41 women’s shoes or size 45 men's shoes. Additionally, seasonal trends can also affect size demands. For example, a specific model worn by a social media influencer can suddenly increase demand for specific sizes of that model. Tracking such dynamics is critical for proactive stock management.

Analyzing your sales data and listening to customer feedback allows you to create an optimized stock strategy specific to your store that goes beyond general market data.

Impact of Number Distribution on Stock Turnover Rate and Season Management

Success in footwear retail is measured not only by selecting the right models but also by being able to sell the right sizes of these models at the right time. Number distribution is one of the most important factors directly affecting the stock turnover rate, which indicates how quickly your inventory sells and converts to cash. Effective season management is based on maximizing this speed.

Accelerating Cash Flow with Fast-Selling Sizes

All models' most demanded “golden” sizes (for instance, size 38 for women and size 42 for men) are the engine of your business. Making the right investments in these sizes ensures rapid depletion of stocks and quick returns of capital. This positive cash flow allows you to place new orders, cover operational expenses, and grow your business. If your most popular sizes are constantly running out of stock, you are not only missing out on sales but also slowing your cash flow. Therefore, giving more weight to the best-selling sizes in the assortment is a critical move for your financial health.

Strategies for Slow-Moving Sizes

On the other hand, less demanded extreme sizes such as 36 or 44 have the potential to slow down stock turnover rate. The accumulation of these sizes in stock means dead capital. Several strategies can be followed to manage this situation. Firstly, ordering fewer quantities of these sizes is the fundamental step. In the middle of the season, special campaigns or set discounts (for instance, buy one popular size and get 50% off on a slow-moving size) can be organized. At the end of the season, instead of selling these products at a loss, it might be more profitable to assess them at the beginning of the next season or through outlet channels.

Stock turnover rate is the pulse of your business. Increasing this speed with the correct number distribution while managing slow-moving stock with proactive strategies is the key to maintaining your profitability throughout the season.

Supplier Relationships and Flexible Ordering Strategies

The right number distribution strategy depends not only on your analysis and planning but also on the quality of the relationship you build with your supplier. A reliable and forward-thinking wholesaler knows that their client’s success is their success as well. Therefore, instead of focusing solely on selling standard cartons, they may be more inclined to offer flexible solutions tailored to the needs of the retailer.

How to Negotiate with Your Supplier?

Being proactive during the ordering process is essential. If you can demonstrate, using your sales data, that the standard assortment structure does not suit you, you will be in a stronger position to request a customized distribution. Open communication with your supplier allows you to benefit from their market observations and data. Some suppliers may offer options for