Sell-In
Sell-in is the volume a brand books into its wholesale accounts for a season — the orders written at market, before any consumer buys. It is distinct from sell-through, which measures how that product then sells to the end consumer.
Sell-in sets the production buy and the revenue plan; sell-through determines reorders and the health of the account relationship. A strong sell-in followed by weak sell-through leads to markdown allowances, returns, and cautious future bookings.
Tracking both — booked vs. planned, then sold vs. shipped — is the core of wholesale merchandising.
See also
RetailNorthstar puts these metrics where planning decisions happen — connected to one plan, live against actuals.
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