Thanks to Retviews data, all signs point to no. Indeed, when looking at the level of discounts and the average discount rate, &Other Stories is way below its market level. It either means that the Swedish brand did not have underperforming articles, or that &Other Stories’ strategy was to avoid the extra costs of reduction, which affected its results.
Are there opportunities for development at & Other Stories?
&Other Stories has great styling, and its offerings in terms of beauty, accessories, and lifestyle products make it stand out compared with its competitors — especially if it’s selling third-party brands as well. The specificity of the Swedish brand comes from its core business and positioning in terms of lifestyle.
However, from a pricing and assortment-mix perspective, there are good opportunities for &Other Stories’ strategy to distinguish itself further and to produce winning products in the future.
Will &Other Stories come out of the Covid-19 crisis stronger than ever? Time will tell.