Abstract: Systems, methods, and other embodiments associated with allocation of retail goods based on a size profile and/or a selected strategy are described. In one embodiment, a method includes receiving a demand quantity for an item sold in multiple SKUs and accessing a size profile that specifies a relative contribution of a plurality of SKUs to overall sales of the items. Respective SKU demand contributions are determined for respective SKUs, based on the size profile. The method includes applying the respective SKU demand contributions to the demand quantity to calculate a plurality of SKU demands. In one embodiment, the method includes determining a selected substitution strategy. The items are allocated to fulfill the demand quantity for the item based on the plurality of SKU demands and the selected strategy.