Question mark– They are the new products that a company launches. However, the success of these products cannot be predicted. For example – a particular style of clothing item designed exclusively for ASOS .com, etc.
Star – It refers to ‘trend’. At times a particular style or product becomes very popular in the fashion industry and all the customers demand for the same. Under such circumstances, the website introduces or launches that product/ style to take full advantage of the new opportunity. For example – growing demand for floral prints as well as fluorescent coloured clothing items nowadays, etc.
Dog – These products were not successful in the last season and need to be removed from the product portfolio since they are not adding or will be adding to any profit. For example – a particular design or style of hats that were in a lot of demand few years back, etc.
Cash cow – These are ‘all time favourite’ items of the company. This is so because of the fact that the demand for these items remains evergreen and the company earns a lot of profits out of the same. For example – Basic inner wear, basic T shirts, basic shirts, etc.