You developed a beautiful dress — and discovered too late it doesn't fit your customer's basket size.
The hidden risk
Suppliers don't read your customer's basket — they read your brief. A garment that doesn't fit the average order value gets sold rarely, even if it sells profitably per piece. The supplier thinks the issue is missing marketing; the buyer knows it's that the garment is misaligned.
How to judge
Check 3 numbers before development: customer AOV, return rate in your category, and the average reorders per customer in 12 months.
What the supplier must provide
Reference customer data points so you can cross-check whether your candidate garment aligns.
How DONGFAN handles it
DONGFAN shares anonymized reorder profile data per style category so you can place a new style inside the right commercial band before committing — instead of finding out at season review.
Buyer checklist
- Check customer AOV before development
- Check category return rate
- Audit average reorders per customer
- Align garment price to basket size
- Validate against reference customers
- Re-check at season review