Instead of a 'vanilla spread' markdown across the chain for an item that isn't selling, he advises getting granular. Stores where it sells well may need no markdown, while stores where it isn't selling should go deeper and sooner. He says using sell-through data and reacting faster can provide a huge benefit.

“Some stores it's selling well, you don't need to mark it down at all. Some stores you should probably take it deeper. sooner because it's not selling at all. So getting more granular, using sell-through data, reacting quicker can really provide a huge benefit.”

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