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Atlantic City
 

Atlantic City

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Janio's store visit

Janio's store visit

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    Atlantic City Atlantic City Presentation Transcript

    • Type Info Here [in Master View] Atlantic City FO Recap 3/24/2009 1
    • Type Info Here [in Master View] Observations Challenges • New mannequins are required to replace The store is in a visible location in the broken ones heart of Downtown Atlantic City. It is off • Store need additional add ons to fixture the highway and one of the first stores tourists see when arriving to the city. system (i.e. shelves, face outs) The store is relatively larger than other outlet stores. The large size provides a great advantage for merchandising the categories properly as well as placing product accordingly. Opportunities During the winter months however, traffic is very low in the region and it • Styling of Mannequins affects the store’s sales budget • Implementing new visual guidelines considerably. The store needs to take they have learned with this visit advantage of the slow traffic to use all the training tools learned, in order to be • Converting customers prepared for the upcoming summer’s high traffic. This will ensure a successful and profitable year. 2
    • Type Info Here [in Master View] Mannequin Displays The mannequin displays throughout the store were styled properly. Adding accessories, such as bags, would add the extra layer of detail needed. The store recently received training from their Area Trainer regarding mannequin presentations and VM standards. Going forward, the store manager needs to ensure these standards are maintained. Also, the mannequins should change as new collections arrive in order to keep the store looking refreshed at all times. 3
    • Type Info Here [in Master View] Women’s Perimeter Wall The store did a great job merchandising the walls in the women’s section prior to my visit. Proper merchandising and attention to details were implemented! 4
    • Type Info Here [in Master View] Merchandising Walls Before When a store has a heavy inventory of a specific collection, for example these fleece sweaters, it is important to merchandise the product in an clean and organized manner. This allows the merchandise to look appealing to the customer. 5
    • Type Info Here [in Master View] Merchandising Walls After Adding a few accessories and side hanging some of the apparel, helps the wall get a new and different look. This allows the fleece sweaters to be showcased, and also allows cross merchandising of accessories on the wall. Always choose matching accessories such as shoes and hats. If space allows, bags are also a good option. 6
    • Type Info Here [in Master View] T-Shirt Bins After Before Use t-shirts with a healthy amount of Avoid leaving empty selling space on the inventory in the stockroom. This bins. It is important to keep this area allows the bins looking full and color maintained and properly folded at all times. blocked. Always use tee-shirt This is a high traffic area and it tends to get graphic frames. unorganized easily. 7
    • Type Info Here [in Master View] Merchandising Before When merchandising accessories on the three ways, ensure they are sport specific to that category and do not repeat accessories next to each other. Always inflate display bags and tuck in the tags. 8
    • Type Info Here [in Master View] Merchandising After Matching the accessories with the apparel, is crucial for VM presentation. As shown in this picture, soccer bags and shoes are used with soccer apparel. Beckham predators are displayed with Beckham Jerseys. Also, hanging the apparel sideways is a useful merchandising tool to fit additional skus in your fixtures. 9
    • Type Info Here [in Master View] Merchandising Walls Before After When merchandising walls, adding accessories such as shoes, enhances the lifestyle story being showcased. Basketballs are a great way to enhance the apparel and creating a complete lifestyle story. 10
    • Type Info Here [in Master View] Merchandising Before After The “before” picture shows a well merchandised six way. However, by adding a few shelves, it allows the fixture to house additional skus to merchandise on the sales floor. 11
    • Type Info Here [in Master View] Merchandising After Before Here is another example on how merchandising a six way differently, can not only enhance the VM standards, but also add additional skus to the sales floor. 12
    • Type Info Here [in Master View] Merchandising Before After When the sales floor is merchandised to the VM standards, it gains additional capacity on the it’s fixtures. It allows the store to house all of the accessories on the sales floor and not on the top of *Note: Golf bags shown footwear bins where is not easily accessible to the above, are merchandised customer. with the golf apparel. 13
    • Type Info Here [in Master View] Accessories Wall Opportunities It is important to keep the accessories When possible, hang the duffel filled and well maintained. Never leave an empty space in the walls. bags with accessory pucks. This allows an organized presentation of the bags. 14
    • Type Info Here [in Master View] Summary I had a very productive visit at the Factory Outlet at Atlantic City. They are in a great location and with the standards they have just learned, they will keep the store looking in top shape and ready for the high summer season in Atlantic City. Keeping the merchandise fresh and updated is essential to the visual presentation of the store. Learning what product to display and how to merchandise accessories, is key to having a great VM presentation. Implementing this will help with KPI’s and product sell through. They have done a good job at keeping most of the merchandise out on the floor and not in the stockroom. However, as learned with this visit, merchandising the sales floor according to standards allows for additional skus to be placed on the sales floor. Greg Ruttler has a great store and sales team. He has received and watched the VM video for outlets. The expectations have been set and the store should follow guidelines at all times. Going forward, for any questions they may have, they should contact their DM and have the questions forwarded to their VM corporate contact Bridget Zadoff. 15