Type Info Here [in Master View]




Deer Park FO
Recap 3/19/2009




                                  1
Type Info Here [in Master View]




 Observations                               Challenges
                               ...
Type Info Here [in Master View]




Windows
 Before




                                       Mannequins are dressed and ...
Type Info Here [in Master View]




Opportunities




                                  Avoid using rolling racks to
     ...
Type Info Here [in Master View]



Windows
 After




                                    Mannequins were re-styled and dr...
Type Info Here [in Master View]




Windows
NOTE: Store did a great job styling these
windows prior to VM training. They
s...
Type Info Here [in Master View]




Drive Aisle
  Before



The drive aisle is the most
visible area of the store.
It is i...
Type Info Here [in Master View]



Display Table
 After




    This picture demonstrates how you can let your customer kn...
Type Info Here [in Master View]



Display Tables
 Before




    The display tables are meant to showcase a new collectio...
Type Info Here [in Master View]



Display Table
 After


    This picture demonstrates
    how adding signage and a
    m...
Type Info Here [in Master View]


                                              Store did a great job with top shelves.
Me...
Type Info Here [in Master View]



Merchandising Walls
 After




    By inflating the basketballs and adding the peg hook...
Type Info Here [in Master View]



Footwear Wall




 Do not use three different skus of footwear in a single bin. If a sp...
Type Info Here [in Master View]




Summary
             I had a fantastic visit at the Factory Outlet at Deer Park. They ...
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Deer Park

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Janio's store visit

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Deer Park

  1. 1. Type Info Here [in Master View] Deer Park FO Recap 3/19/2009 1
  2. 2. Type Info Here [in Master View] Observations Challenges • Outlet mall is still new. The mall itself The store was in great shape. I was very has a 61% occupancy. pleased to walk in and see a store that • Store needs a steamer. not only looked clean and organized, but also merchandised to full capacity without looking cluttered. Rafael Avramov has done a fantastic job implementing the Visual guidelines he has been provided prior to my visit. Having the store in this great of a Opportunities condition, allowed me to go over more VM standards and add the extra layer of • Positioning of Mannequins detail visual merchandising can provide • Implementing new visual guidelines the store. they have learned with this visit This store is an example of what other FO • Footwear Bins stores can look like. With the provided VM training, the can achieve the next level of standards. 2
  3. 3. Type Info Here [in Master View] Windows Before Mannequins are dressed and styled correctly. The store just needs to avoid mixing sports within mannequin groupings. In this picture, the female mannequin is wearing training apparel and the male mannequin is wearing golf. Mannequins are styled correctly. However, rolling racks used as fixtures on the sales floor, can be seen through the window. 3
  4. 4. Type Info Here [in Master View] Opportunities Avoid using rolling racks to merchandise apparel on the floor. They not only clutter your sales floor, but also may interfere with ADA regulations. 4
  5. 5. Type Info Here [in Master View] Windows After Mannequins were re-styled and dressed with matching categories (training). Also, the mannequins were placed according to the gender split of the store. Left window women’s and right men’s. Note, both windows have the mannequins holding a stuffed bag to tie in the campaign being promoted in the store. 5
  6. 6. Type Info Here [in Master View] Windows NOTE: Store did a great job styling these windows prior to VM training. They showcase a lifestyle feel to them. There is a defined soccer window and a training window. These windows were dressed and styled correctly by the store’s team. The only adjustments needed was the positioning of the mannequins. This allowed the lighting to be use more effectively. 6
  7. 7. Type Info Here [in Master View] Drive Aisle Before The drive aisle is the most visible area of the store. It is important to use mannequins near the entrance of it. Not only does it help showcase our brand visually, but you can use this area to add any marketing that has been provided to your store. 7
  8. 8. Type Info Here [in Master View] Display Table After This picture demonstrates how you can let your customer know what current promotions are running in the store by using the provided lease line. However, it is important to remember the store’s team is the primary form of communication with the customer. Mannequins and Marketing are used to enhance it. 8
  9. 9. Type Info Here [in Master View] Display Tables Before The display tables are meant to showcase a new collection or a promotion that is currently running. Do not use it to stack an overflow of tee shirts or product. 9
  10. 10. Type Info Here [in Master View] Display Table After This picture demonstrates how adding signage and a mannequin helps create a lifestyle story. Also, by not adding an abundance of product, it helps prevent the table from getting unorganized. 10
  11. 11. Type Info Here [in Master View] Store did a great job with top shelves. Merchandising Walls Before Walls were merchandised properly with apparel and accessories prior to training. However, always go back and pay attention to the details. In this case, basketballs need to be inflated and the bags need to be properly merchandised. Adding these changes will prevent the wall from looking unorganized and unfinished. 11
  12. 12. Type Info Here [in Master View] Merchandising Walls After By inflating the basketballs and adding the peg hooks, both walls look clean, organized and finished. This demonstrates how important it is to pay attention to details. 12
  13. 13. Type Info Here [in Master View] Footwear Wall Do not use three different skus of footwear in a single bin. If a specific sku is low in inventory and there is no replenishment, they can be transferred to the hash wall. Also, do not merchandise originals and sports performance footwear on the same side. 13
  14. 14. Type Info Here [in Master View] Summary I had a fantastic visit at the Factory Outlet at Deer Park. They have a challenging location with a brand new mall, but with the standards they have just learned, they will be able to keep the store looking great when the mall finally has a full occupancy. With Spring around the corner, business should start picking up as well. Keeping the merchandise fresh and updated is essential to the visual presentation of the store. The store has grasped this concept and with the added layer of details they have learned, will be able to elevate the store to the next level. They have done an outstanding job at keeping most of the merchandise out on the floor and not in the stockroom. Rafael Avramov has done an outstanding job keeping the floor organized and ready for business. He should be very proud of what he and his team have accomplished. Their hard work definitely made it easier to teach them elevated VM standards. I am very excited to visit their store in the future and see what great new merchandising displays they will accomplish. Going forward, any questions they may have, they should contact their DM and have the questions forwarded to their VM corporate contact Bridget Zadoff. 14

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