In case you missed the "danger zone" in the Time Lapse Analysis yesterday, I circled the result for you today.
Between five and thirteen months ago, there was a "weakness" that resulted in the top 60% of the twelve-month buyer file to contract. Either the brand reduced marketing expense (unlikely) or merchandise failed (much more likely).
In these projects, it's usually obvious to the client what went wrong and what needs to be done to fix the problem. I'll frequently complement this analysis with a comp segment analysis so that we can identify merchandising issues that impact Customer Development.
Bad Merchandise = Fewer Customers.