25/03/2026
Founders often make the mistake of thinking that a wider range will appeal to more people and drive more sales. But whilst you need some excitement to woo new customers up to 80% of your sales will be driven by the basics your customer knows and loves. The new, exciting pieces bring people in. The basics keep them buying. A strong range needs both, but most founders over-invest in newness and under-invest in consistency.
Bestsellers signal what your customer really wants from you and giving them more of what they want builds trust and loyalty. Doubling down on your bestsellers means refreshing what works not reinventing it. Offer a loved shape in a new colour or tweak it for the season by changing the sleeve length - it’s easier for you, easier for your manufacturer, results in more sales and increased margin. What’s not to love?
You might not be used to thinking about your range like this, but this is what I did as a buyer for brands like ASOS and Allsaints for over a decade. I built ranges that worked commercially for the customer, the factory and the brand.
Need help getting your product strategy right for maximum sales and minimum headache? Expert In Your Pocket is designed for early-stage brand founders who want regular strategic input - without committing to a full-time hire. Comment EXPERT and I’ll send you the details.
