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Summer Displays: Swimsuits

 Wednesday, June 2nd, 2010

This summer, we are going to feature many of the different display items that are perfect for summer merchandise. From swimsuits, to sunglasses and more, summer is a fabulous time for switching up your merchandise and making quick sales with new customers.

First we are going to highlight ways to display swimsuits. Swimsuit season can be a fast season, most people make their suit purchases before the 4th of July. But there is still plenty of time to revamp your displays to maximize your profits in this area.

One of the more difficult items to display, swimsuits don’t have the same type of hanger appeal as shirts or dresses. And because of the limited amount of fabric, even hanging a swimsuit on a hanger can prove to be a challenge. Here are our suggestions for displaying swimsuits.

Use some sort of a display form that can hang on the front of a rack or on wire grid or slat wall displays. These forms allow you to tie a bikini or one piece onto the form so your customers can see exactly how the suit is cut. Then place the inventory of swimsuit sizes on the rack below or behind that display form. Even if your clientele is on the petite side, we recommend using a more shapely display form because it keeps the cups of the bikinis in the right place.

Two piece hangers work well for two piece suits that are sold as a set. Or take a standard plastic dress hanger and hang a pant hanger from the loop at the bottom of the dress hanger. This gives you the ability to keep separates together but you can show off each piece individually.

Many times for sizing and style purposes, suits are sold in a mix and match display. One of the best ways to do this is to create a slatwall display. You can then add faceouts at two levels, placing all the top options above and the bottoms below. And make sure to display many different options of the combinations using the forms that can be placed high on the slatwall.

How does your store display your swimsuits?

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Merchandising to your customers

 Tuesday, March 30th, 2010

For any retailer, keeping your merchandise consistent across the board is key to developing a loyal customer base. This means keeping everything along the same price point. Or you can have a range of price points as long as you have plenty of variety in every price point. Just make sure that all of your merchandise reflects your customer base and your store’s goals.

The merchandise that you carry is essential to your store’s success. If you are a discount store, people will expect discount prices and every item should follow suit. For boutiques, every item should be of the same quality and be within the same price point range.

When a customer walks into a high end store, they are looking for a certain caliber of product. So don’t feel the need to offer items that are of a lower quality to cater to the masses. Remember that a boutique business model is designed to offer higher end products so that sales are of bigger ticket items. Quality sales overrule quantity in this type of boutique so you want to keep those higher end customers happy.

Another trap retailers fall into is raising prices on lower quality items to keep everything consistent in the price spectrum. That can be more dangerous than anything because if your item quality at a boutique is lower, you will ostracize your core customer base.

At the same time, if you have a discount store, don’t offer things that are too expensive because your customers are expecting that everything within your store should be a deal. They are expecting everything to be affordable even if that means not offering larger big ticket items within your store.

So pick a merchandising level and stick with it. And then make sure everything in your store is consistent with that level right down to your mannequins, bags and racks. Keeping your space constant and on the same luxury status will put your customers at ease that you are a quality boutique or that they are indeed getting a good deal at a discount store.

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Upscale Packaging

 Tuesday, March 23rd, 2010

One thing that is important is to match all elements of your store with your merchandise and price points. That means creating an entire environment that is consistent with your store’s brand. Sometimes little things are overlooked but for boutiques or upscale stores, the little details really communicate the value of your items.

One of the most important items to upgrade is your store’s packaging. You shouldn’t charge hundreds of dollars for one item and then wrap it in a standard bag. Packaging should be thicker, have a nicer finish and be something that translates that the customer was treated in a manner deserving of their high scale purchase.

Your main packaging should be higher quality when running a high end store. So bags, boxes and gift packaging should follow suit. Glossy Euro Totes are always a top choice for boutiques because the structure of the bag will protect merchandise. Also, these totes can double as gift wrap. They can even serve as a signature of your store if branded. Every girl loves seeing that pink striped Victoria Secret bag under the tree or at a wedding shower.

For jewelry stores, small touches make the difference. Upgrading to a box with metallic finish such as gold or silver makes the box much more luxurious and upscale. Or use keepsake boxes that can serve as a pretty storage box as well as the take home packaging.

When wrapping up purchases, what you include in a bag or box can really set off the packaging. Wrapping items in tissue paper or including that or cellophane wrap in a bag gives the extra touch that is expected and appreciated from upscale stores.

Just make sure you think of the small details when designing and ordering supplies for your boutique. Check out other boutiques in your area and see how they wrap their packages and make sure that you either follow suit or outdo them to keep your high spending customers happy.

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Spring Displays

 Tuesday, March 16th, 2010

It’s time to think outside the four walls of your store. Spring is here and people are taking it to the street (or sidewalk, walkways, etc.) to promote their stores and merchandise.

Now that the weather is heating up, people are eager to get out of the house and foot traffic increases significantly over the next couple of months. When the sun is shining, people are bound to be out and about. Your job is to entice that traffic into your store. Or make it easy for people to find something before even walking in your door.

We’ve talked about sidewalk sales and displays before, but now is the time of year to pull out some of those sales tactics. Things to keep in mind this time of year:

  • Salesmen Rolling Racks: Salesman rolling racks are a great way to display clothing out on the sidewalk. Because they are on wheels, you can roll them outside during the day and then easily move them back inside when your store closes. That way you won’t have to completely dismantle a display at the end of the day, just roll and lock up.
  • Sidewalk Signs: Sidewalk signs such as sandwich signs can tout your current sales and will literally be right in front of pedestrians. And the a-frame design allows for easy transportation and storage.
  • Banners and Pennants: Banners and pennants on store windows or the building outside your store will draw attention to your location and make you stand out from the crowd. Plus they will even draw in street traffic because of the bright colors.
  • Sunglass Displays: Think of other displays that you can easily put outside. If it is a sunny day, consider putting out sunglass or hat displays so that a casual walker who forgot these items will be tempted to stop and shop.

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Spring Packaging

 Tuesday, March 9th, 2010

The days are longer, the sun has reemerged and the birds are chirping. It’s official! Winter is coming to a close and spring is on its way.

Incorporating the change in seasons into your business is very important in order for your merchandise and displays to stay fresh. Most large retail stores change out all of their signage, bags and display accoutrements every few months just so that it reflects the change in their products. A complete overhaul isn’t necessary. Small changes in your store can help signal that spring is here.

One very simple way to do this is to look at things you have to order on a regular basis, like your packaging. If you swap out your normal bags for a new color or material, it will help signal to your regular customers that there have been updates to your store.

Now is the time to put away the black, red and white bags. Try a new color like pink or light green as a bag material. Even swap out your bag types in order to make a change. Plastic merchandise bags are lightweight and feel airy for spring. And wrap your breakable or small merchandise in pastel colored tissue paper.

Another way to spruce up your store for spring is to adjust your gift wrapping materials if you offer those services. Lighten up your colors, adjust your wrapping boxes and offer different gift wrap bags for sale. Or switch to frosty plastic shopping bags that can easily double as a gift bag.

Winter items tend to be dark colors and by this time of year, people are ready to lighten up and get outside. So make sure your materials reflect the weather.

How do you make adjustments for spring?

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