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Fashion ecommerce
Full-Price Sell-Through
Full-price sell-through is the percentage of inventory sold at the original retail price, before any markdowns or promotions — a key margin metric for fashion brands.
What this means
Sell-through rate broadly measures how much of a given inventory batch has sold within a period. Full-price sell-through narrows this to only the units sold before any discounting — a stricter and more margin-relevant version of the metric, since markdown sales recover revenue but not full margin. Brands typically track full-price sell-through at the style or collection level to identify which products are earning their shelf space without discount support, and which are structurally dependent on markdown to move.
Why it matters for fashion brands
Every markdown represents margin lost. AI-driven outfit recommendations that surface the right product to the right shopper at the right moment increase full-price sell-through by creating demand for products that might otherwise sit until they're discounted.
Related terms
Dead Inventory — Product that has sat in a catalog with low or zero sales velocity, typically requiring markdown. Return Rate — The percentage of orders returned by customers after purchase. Inventory Days on Hand (DOH) — The average time a unit of inventory sits before being sold.
See the dead inventory revival use case
See how Elara improves full-price sell-through on slow-moving SKUs.