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Jacket Required partners with Mallzee Insights for first personalised data driven trade show

Tom Bottomley
15 July 2019

Contemporary menswear trade show Jacket Required – taking place at the Old Truman Brewery on 24-25 July – has joined forces with Mallzee Insights to deliver the first ever fully personalised interactive data driven trade show.

The partnership with Mallzee Insights will provide in-depth customer insights on exhibitor’s products designed to help drive sales, support opinions on products with hard data, while providing insights to retail partners that will improve full price sales through improved merchandising and targeted marketing.

Jacket Required exhibitors will receive a free trial with the opportunity to put forward 10 products generating thousands of consumer opinions. The best performing products will be highlighted at the show and discussed in a dedicated session at the show on 24 July.

Cally Russell, founder and CEO of Mallzee Insights, said: “We currently work with a range of fashion retailers helping them optimise their product ranges and improve margins using our unique pre-release product testing solution – ‘Product Future’.

“Partnering with tradeshow visionaries Jacket Required enables us to deliver the first ever fully personalised interactive data driven tradeshow, generating over 38,000 customer opinions on the actual products being showcased at the show rather than just talking about data. Exhibitors can then benefit first-hand from receiving authentic customer opinion and insights on their products.”

In today's challenging retail environment, retailers are taking less risks on stock and are becoming ever more data driven, fuelled by discount rates that are now approaching 50%, and fears of being out of stock on the best performing products.

Russell added: “The retail market is tough and with consumer behaviours evolving more rapidly than ever before, the ability to add customer opinion on products into the decision making process helps protect retailers against over and under stock positions which crucify margins.”

Adam Gough, event director at Jacket Required commented: “It is our combined vision to make retail better and more efficient, helping brands and retailers bring the right products to market, empowering buying teams with compelling data driven insights over ‘gut’ decisions, and move away from financially unsustainable strategies.”

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