By: David Frieberg
Apparel sales in general are significantly influenced by weather and, not surprisingly, the consumer’s sensitivity to weather changes is even more pronounced for categories like coats, gloves and other winter accessories.
Weather-driven demand (WDD) is a measurement Planalytics calculates from the detailed analysis of historical category sales and weather data on a week-by-week and market-by-market basis. WDD insights identify how changes in weather will affect demand for a category compared to the corresponding period of the prior year and are based on statistical models (as opposed to weather forecasts) that remove weather volatility from the previous year’s sales.
Below is a high-level look at the weather-driven demand impacts to the overall “Outerwear Category” for the upcoming season.