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  "documentTitle": "Holiday Season Insights How did retail apparel promotions perform in 2019?",
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  "authorName": "L.E.K.",
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      "text": "This “always on, always deep” approach is unsustainable for retailers",
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      "text": "Integrate more variation in promotional activity, including promotions that emphasize key product categories\nProtect your core: Promote marquee product lines and other key assets more selectively and strategically to avoid losing their impact and margin benefit, and build stories and merchandise around them to cut through the noise\nUse full-store promotions more selectively, as they can unnecessarily erode margins\nDeploy targeted, channel-specific promotions where and when they can drive value beyond pure omnichannel promos\nUse big data and analytics to develop a better understanding of promotional response and create a value-maximizing day-to-day promotional calendar to break the paradigm",
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      "text": "Our observations of the 2019 holiday season point to several areas for apparel retailers to explore:",
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      "text": "A high level of noise led to deeper discounts and an increased focus on omnichannel promotions, indicating that retailers are promoting without a clear understanding of the nuances of what drives consumer response",
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      "text": "The holiday season between Thanksgiving and Christmas was 26 days in 2019, its shortest possible length",
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      "text": "This led to a high level of promotional activity and a lack of focused promotions, as retailers sought to compensate for the shortened holiday season and to win mindshare",
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      "text": "There is opportunity for apparel retailers to employ greater promotional differentiation to drive more value",
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      "text": "2019 Retail Apparel Holiday Promotional Analysis",
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