Use this report to identify brand affinity, understand shopper preferences, and uncover merchandising, assortment, and partnership opportunities.
How to access this dashboard
The Closet Brands Report is available under the “Reports” section of the Connect portal. Click “Reports > Top Closet Brands”.
Who should use this report?
This report is designed for teams responsible for:
- Merchandising
- Buying
- Product Development
- Marketing & Partnerships
- Ecommerce
- Customer Insights
When to use this report
Use this report to:
- Understand which brands your shoppers already own and wear.
- Identify brand preferences across different age groups.
- Evaluate opportunities for assortment expansion or brand partnerships.
- Compare brand affinity across departments and categories.
- Discover how shopper preferences change by age segment.
How this report works
The Top Closet Brands Report analyzes anonymized True Fit closet data to identify the brands shoppers have added to their wardrobe profiles.
The report uses a three-level heatmap drill-down—Department → Category → Brand—allowing you to progressively explore shopper brand affinity at increasing levels of detail.
Each heatmap cell represents the most popular brand for a given age group, with darker colors indicating higher shopper counts.
Understanding the Report
1 - Filters
Use the filters at the top of the report to narrow your analysis.
Example use cases:
- Compare shoppers across countries.
- Analyze brand affinity by region.
- Focus on a specific market.
Available filters include:
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Filter |
Description |
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Country |
Filter shopper closet data by country. |
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Continent |
Filter by geographic region. |
2 - Summary Cards
Summary cards provide a quick snapshot of shopper brand affinity and update based on the navigation level: Department -> Category.
Top Department
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The department with the most shoppers.
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The card also shows the brand most frequently appearing across all shopper age groups for that department.
Top Brand per Department
- The brands most frequently appearing across all shopper age groups for that department.
Top Category
- The category with the most shoppers.
- The card also shows the brand most frequently appearing across all shopper age groups for that department and category.
Top Brand per Category
- The brand most frequently appearing across all shopper age groups for that department and category.
All Brands by Category
- The brands most frequently appearing across all shopper age groups for that department and category, listed 1-10.
Reading the Heatmap
What you're seeing
- Each row represents a Department, Category, or Brand depending on your current drill-down level.
- Each column represents a shopper age group.
- Each cell displays:
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- The leading brand for that age group
- The percentage (or shopper count) represented by that brand
- Color intensity indicating relative shopper volume
Sample view of Category = Womens
1 - Color Scale
- Darker cells represent larger shopper populations.
- Lighter cells represent smaller shopper populations.
- Use the legend in the upper-right corner of the report as a guide.
2 - Hover Details
Hover over any heatmap cell to view additional details, including:
- Brand name
- Shopper count
- Percentage of shoppers within that age group
This allows you to understand the volume supporting each insight.
3 - Empty Cells
Empty cells, shown as dashes (—), indicate that there was insufficient shopper data for that department, category, brand, or age group.
Exploring the Heatmap
The report is designed to be explored interactively.
Department → Category → Brand
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Click a Department to drill into its Categories.
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Click a Category to drill into the individual Brands within that category.
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This allows you to progressively move from a high-level overview to detailed brand affinity analysis.
Breadcrumb Navigation
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As you drill deeper into the report, breadcrumbs appear above the visualization.
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Example:
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All Departments > Womens > Tops
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Use the breadcrumbs to quickly return to any previous level without resetting your filters.
Top Rankings Panel
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The panel on the left updates automatically as you drill through the report.
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It highlights:
- The current top Department, Category, or Brand
- Shopper counts
- Top rankings for the current level
- Use this panel to quickly identify the strongest performers before exploring the heatmap.
Business Application
Use this report to answer questions like:
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Team |
Questions this report can help answer |
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Merchandising & Buying |
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Brand Partnerships |
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Marketing & Creative |
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Customer Insights |
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Product Strategy |
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How True Fit can help
Understanding the brands already in your shoppers' closets helps create more relevant and personalized experiences.
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If you discover... |
Consider... |
How True Fit can help... |
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Strong brand affinity within a shopper segment |
Tailor merchandising and marketing to shopper preferences. |
Personalized Recommendations use shoppers' existing brand and fit history to recommend sizes across brands with greater confidence. |
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Different age groups prefer different brands |
Evaluate whether merchandising or campaigns should be tailored by audience. |
Use these insights alongside General Guidance to provide more relevant fit context as shoppers browse different brands. |
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Shoppers own brands you don't currently carry |
Explore assortment or partnership opportunities. |
True Fit's cross-brand fit intelligence can help shoppers confidently shop new brands by translating sizing across familiar brands. |
Best Practices
To get the most value from this report:
- Start at the Department level before drilling into Categories and Brands.
- Compare multiple age groups rather than focusing on a single segment.
- Consider shopper counts alongside percentages when evaluating popularity.
- Use the breadcrumb navigation to explore multiple branches of the hierarchy.
- Combine this report with Shopper Demographics to better understand who prefers each brand.
Limitations
- Results reflect brands added to shoppers' True Fit closets.
- Shopper closet data may not represent every brand a shopper owns.
- Some age groups or categories may have limited shopper volume.
- Results reflect the currently selected filters.
Frequently Asked Questions
Q: What does 'closet brand' mean?
A: A closet brand is a brand that a True Fit registered shopper has added to their personal wardrobe profile. It reflects their real wardrobe ownership, not just browsing or purchase intent, making it a strong signal of brand loyalty.
Q: What does a dash (—) mean in the heatmap?
A: A dash means there are too few users in that age group and department/category combination to display a meaningful top brand. It is not an error — it simply reflects low data availability for that segment.
Q: How do I drill down into a specific department or category?
A: Click on the department label to drill into that department. The view will update to show categories within it. Click a category cell again to open the Brand Heatmap with full user counts per brand.
Q: How do I go back to a higher level?
A: Use the breadcrumb trail at the top of the heatmap (e.g. All Departments › Women's). Click any level in the breadcrumb to navigate back up.
Q: What does 'Most Consistent' brand mean in the KPI cards?
A: The Most Consistent brand is the one with the lowest variance in user count across age groups. It means that the brand performs steadily across all ages rather than spiking in one age group..
Q: Why does the top brand change as I drill into categories?
A: Brand preference varies by product type. For example, in Women's overall the top brand is Next, but in Women's Tops it is Nike, and in Women's Bras it is M&S Collection. The drill-down reveals these nuances that are hidden at the department level.
Q: Can I filter by both country and continent at the same time?
A: Yes. Both filters can be applied simultaneously to narrow results to a specific region. Note that applying both may reduce the available shopper count significantly for smaller markets.
Q: How is the top brand determined when multiple brands have similar user counts?
A: The brand with the highest absolute user count for that age group and segment is shown as the top brand. In cases of very close counts, the cell color intensity will be similar, indicating competitive positioning.