Fashion brand analytics: sales velocity, margin and returns reports in KNKTD OS
Reports built for a fashion P&L rather than a generic dashboard: velocity while in stock, margin after duties per market, returns by reason, and ad spend tied to the orders it produced.
· 8 min read
In short: The KNKTD OS analytics module is fashion brand analytics built on operational data rather than imported from it: twelve reports — sales velocity, product demand, product performance, margin after landed duties, sales by market, returns by reason, inventory valuation, purchasing and suppliers, designer performance, customers, shipping costs and tax — plus organic and paid marketing with ad-to-order attribution, and an assistant that answers questions from the same records.
Most fashion brands have analytics. Shopify has a dashboard; the ad platforms have theirs; the 3PL sends a spreadsheet. What they do not have is a margin number that agrees with the purchase order, a velocity number that knows when a size was out of stock, or a returns number that says why.
Those numbers only exist when the report reads the same records that ran the operation. That is the premise of the analytics module in KNKTD OS: every report below is computed from the styles, purchase orders, stock movements, orders, shipments and returns the other modules created.
Reports built for a fashion P&L
| Report | What it answers |
|---|---|
| Sales Velocity | Units per day per style and size, counted only while in stock |
| Product Demand | How demand has moved against a baseline, and which styles are accelerating |
| Product Performance | Revenue, units, sell-through and lifetime view by style |
| Margin & Profitability | Revenue less landed cost, shipping and duties, per market |
| Sales by Market | Revenue and units by country and market, in the shop's currency |
| Returns | Return rate, units by reason, restock recovery, returns by source |
| Inventory Valuation | Cost of stock on hand by location and style |
| Purchasing & Suppliers | Open commitments, receipts, variance and on-time performance by supplier |
| Designer Performance | Sell-through and margin of each designer's styles, feeding the bonus engine |
| Customers | Repeat rate, order value and store credit by customer |
| Shipping Costs | Label spend by carrier, service and destination against what was charged |
| Tax | Tax collected by jurisdiction, from the order tax lines Shopify calculated |
Every report filters by date, market and location, and exports to CSV. Distribution cards at the top of each one show how a total splits — by market, by reason, by carrier — in one glance.
Sales velocity and product demand
Sales velocity is the report the planning module is built on. It measures units per day over the days a variant was available, so a size that sold out early is reported as fast rather than as quiet. Velocity is shown per style and per size, and it is the number that decides a reorder.
Product demand compares recent demand with a baseline period per style and flags what is accelerating and what is fading. Together the two reports separate "we are selling less of this" from "we ran out of this".
Margin after landed duties, per market
Margin & Profitability starts from revenue in the shop's currency and subtracts the style's landed cost from its production run, the shipping cost of the label actually bought, and — for markets sold delivered duty paid — the duties and taxes on the declared value.
The declared value matters. A brand declaring cost rather than retail pays a very different duty, and the report uses the value that was declared, not a list price. Margin is broken out per market, because a style that is profitable in Canada and marginal in the UK after duties should not be described by the average of the two.
Returns by reason, and what came back to stock
The Returns report answers three things a Shopify returns count does not: why units came back, split by reason; how much of what came back was restocked as sellable rather than written off; and where the returns came from — the storefront, a returns portal, or a manual return on an order.
Reasons come through from the return as recorded in Shopify or a connected portal, and are attributed per style, so a fit problem on one style is visible as a fit problem rather than lost in a brand-wide rate. That is the report a designer reads before the next run of that style.
Marketing, paid and organic, tied to orders
The Paid Marketing view attributes orders to the campaign and ad that brought them, so return on ad spend is shown per ad, not per channel. Meta ad accounts connect directly. Influencer orders are attributed the same way, through the codes and links each influencer was given, and gifted product is costed against the orders it produced.
Organic social performance sits alongside, so a launch can be read as one event across paid, organic and influencer rather than three tabs in three tools.
Ask in plain language
KNKTD OS connects to Claude and ChatGPT as a workspace assistant, with nearly fifty tools across styles, stock, orders, shipments, customers, marketing and reports. "What was our margin in Australia last quarter?" or "which styles have a return rate above ten percent?" is answered from the same report engine, and every answer respects the asking user's role — a member who cannot see costs in the app cannot see them through the assistant either.
Consent is per workspace, switched on from settings, and off by default.
Where it connects
Every report is downstream of a module. Velocity and demand come from the orders module. Landed cost comes from purchase orders in the warehouse module. Designer performance comes from the styles in product development. Because there is no import step, there is no reconciliation step.
Pricing
Every plan includes the full analytics module and the assistant connectors. Plans start at $100 USD per month for two team members, with a 14-day free trial. See current pricing.
Bottom line
Fashion brand analytics is only as good as the records underneath it. KNKTD OS reports on the purchase order that was actually issued, the label that was actually bought, the duty on the value that was actually declared and the reason the customer actually gave — which is why its margin, velocity and returns numbers can be acted on rather than argued about.
Frequently asked questions
What reports does KNKTD OS include?
Sales Velocity, Product Demand, Product Performance, Margin & Profitability, Sales by Market, Returns, Inventory Valuation, Purchasing & Suppliers, Designer Performance, Customers, Shipping Costs and Tax, alongside an overview, organic and paid marketing views. Every report exports to CSV.
How is margin calculated?
Revenue in the shop’s currency less the style’s landed cost, shipping and, for markets sold duty-paid, the duties and taxes on the declared value. Margin is shown per market so a strong product in one country and a weak one in another are not averaged into a number that describes neither.
Can KNKTD OS attribute orders to ads?
Yes. Orders are matched to the campaign and ad that brought them, so paid-marketing reports show spend, orders and return on ad spend per ad, not only per channel. Influencer orders are attributed the same way.
Can I ask questions instead of opening a report?
Yes. KNKTD OS connects to Claude and ChatGPT as a workspace assistant with tools across styles, stock, orders, shipments, customers, marketing and reports. Every answer respects the asking user’s role and permissions.