By
George Mollo
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Rather than refer to a specific season, I prefer using a “horizon” perspective. “Season” tends to define a specific timeline, such as spring (January to June) or summer (July to September). Not every cataloger’s selling period coincides with the specific seasonality.
Once you’ve identified and defined your horizon, develop a simple spreadsheet using basic historical pieces of information to create an “assortment.” The analysis should be done at the category level for the horizon and then for each catalog mailing within the horizon/season.
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