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Leesburg
Leesburg
Leesburg
Leesburg
Leesburg
Leesburg
Leesburg
Leesburg
Leesburg
Leesburg
Leesburg
Leesburg
Leesburg
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Leesburg

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Janio's store visit

Janio's store visit

Published in: Business, Technology
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  • 1. Type Info Here [in Master View] Leesburg FO Recap 4/17/2009 1
  • 2. Type Info Here [in Master View] Observations Challenges The store is larger than most other outlet • New mannequins are needed. The store stores. The larger size provides a great does not have any complete mannequins, advantage for merchandising the only three bust forms. categories properly as well as placing product accordingly. It is located in a rapidly growing suburban area of DC, and the store Opportunities should continue to see increased traffic due to it’s strong location. • Styling of Mannequins One of the store’s Team Lead was present at the Hagerstown VM training • Implementing new visual guidelines the day before and the store’s VM point they have learned with this visit person was trained during this visit. • Empty fixtures Together, the store has received two days of training and it is now expected to • Product being placed directly on the maintain and expand the VM guidelines floor throughout the entire store. Any questions regarding Visual Merchandising, should be brought up by their Area Manager to Retail Marketing. 2
  • 3. Type Info Here [in Master View] Merchandising Before Under the VM guidelines, bags should not be placed on top of perimeter walls or directly on the floor. Use accessories to create a lifestyle story in the walls. 3
  • 4. Type Info Here [in Master View] Merchandising Golf bags were removed from the top of the fixture. After Merchandising the bags within the wall allows for customers to reach them and feel the material of the bags. This is a more effective selling tool than having them on top. Merchandising the wall within VM standards allows for the placement of accessories and footwear, eliminating the need for merchandise to be back stocked. Also, when possible, always separate apparel by patterns and solids. This creates a more compelling story. 4
  • 5. Type Info Here [in Master View] Merchandising After If space allows, you may merchandise golf bags inside floor fixtures to keep them off the ground. The fixture used needs to be a designated golf fixture. Do not add the bags in a different department. The lifestyle story was completed with golf shoes and visors above the bags. 5
  • 6. Type Info Here [in Master View] Merchandising Before Avoid same level face outs throughout the entire wall. Do not place footwear in this location. It interferes with the product and customer’s accessibility to the product behind. 6
  • 7. Type Info Here [in Master View] Merchandising After The store’s VM point person did a great job at merchandising this wall. The same product that was on the wall originally, was used to merchandise it. When possible, merchandise the 3 stripe pants as faceouts. This allows our customers to see the adidas brand design. 7
  • 8. Type Info Here [in Master View] Merchandising Before Adding shoes to the bottom shelves interferes with the customer’s shopping convenience and is not in the VM guidelines for Outlets. 8
  • 9. Type Info Here [in Master View] Merchandising After Add shelves to better display the footwear as well as matching apparel pieces. 9
  • 10. Type Info Here [in Master View] Opportunities Signage Always check with Retail Marketing regarding any signage in question. The above picture shows a banner that was set up on the store’s windows. The banner was held by sensor tags that caused damage to the wall. The banner was removed. 10
  • 11. Type Info Here [in Master View] Opportunities Signage Only approved perimeter signage may be used on the perimeter walls. Do not add tee shirt frames to it or any unapproved sign holders. 11
  • 12. Type Info Here [in Master View] Opportunities Layering Layering outfits is not a VM guideline for FO store. The store needs to discontinue layering apparel on the fixtures. 12
  • 13. Type Info Here [in Master View] Summary The VM guidelines have been reviewed with both the ASM and VM point person of the store. The store is expected to continue applying them to the rest of the store and maintain it on a consistent basis. 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. As learned with this visit, merchandising the sales floor according to standards allows for additional skus to be placed on the sales floor. Scott Jenkins (Area Manager) has a great store and team. His store has received and watched the VM video for outlets. The expectations have been set and the store should follow guidelines at all times. The team has great morale and are excited to bring the store up to VM standards. 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. 13

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