In this presentation, it provides ideas and identifies areas to improve your retail store with the top selling items within Waterparks or retail stores. This is the presentation of 2012 where I was honored with the Best Speaker Award from the World Waterpark Association.

1. RetailTrends and Merchandise
David D. Mitchell
Procurement Manager, Palace Entertainment
LasVegas Nevada, October 2012
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2.  IdentifyingTrends
 Top 10 must have items
 Small Spaces
 HotTrends 2012 and 2013
 Top sellers
 Eye Catching Displays
 Before and After
 Store Layout – Productivity
 SWOT+T Analysis
 Resources and References
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4.  What is a trend?
 Something that is developing or changing (Neon, Made in USA)
 What is fad?
 Something that comes and goes (Silly Bands and Ed Hardy)
 Who drives a trend?
 Hollywood, Fashion Models,Colleges, and Major SportsTeams
 Who offers the best direction?
 Retail Stores, Expo’s & Shows, and Magazines
 Surf Expo©, LasVegas Gift,Tennessee – Sevierville & Gatlinburg
 Surf Shops, Forever 21©,Victoria’s Secret©, Pac Sun©
 Seventeen© andTeenVogue©
 NARB ©, Colleagues, Expo seminars, and theWEB
 Souvenir, Gifts, and Novelties Magazine (it’s your best friend)
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5. 1. Candy (best items)
1. Pucker Powder©
2. Sour worms, LaffyTaffy©, Gobstoppers©
3. Plush pops, Rock candy,Theme suckers, and Gummi
2. Sunglasses (best margin)
1. Children, Adult, Polarized
3. Jewelry(best margin)
1. Mood rings, surf necklaces, and bracelets
4. Aqua Socks or Flip Flops (best margin)
5. Park Name Plush (Bears are best! )
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6. 6. Hoodies & Neon Burnout
1. Pullovers and Jackets
7. Life Guard Souvenir Apparel
1. Hoodies,Tanks, Shorts,Towels
8. Beverages (close to the register )
1. Check with your vendor about additional store signage
9. Swimwear and Board shorts(especially for Juniors)
10. Name drop towels
…add impulse items and accessories throughout the store -At the register, near the best items, etc
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7.  Limited Retail Space
 Purchase the “grab in go” retail items
 Candy and Snacks
 Towels, Sunscreen, Aqua Shoes, and Jewelry
 Magnets and Bottle openers (Get a Gadget)
 Plush (sea life andYooHoo’s)
 Plush Pops (Hitchers©,WishPops©)
 Suits,Tops andT’s can hang on walls
 Package Deal (season special with perceived value)
 Tote Bag, Sunscreen,Towel,Visor, Magnet, 2 bottles ofWater
 It is a great opportunity to move out excess inventory
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9.  Neon (great anchor colour…the eye catcher)
 Hot for Juniors,Orange and Stripes
 T-shirts, Hoodies,Tanks
 Retro 80’s with classic designs (surf, beach, clean lines)
 Oversized and Flare tops
 Surf and X sports (Hottest apparel)
 Roxy©, Rip Curl©, O’Neill©, Kerusso©
 Jewelry
 Mustaches, Rasta,Cat-Eye bracelets,Tiki’s, Shark’sTeeth
 Love Pink
 Contemporary Juniors are attracted to Pink, Fuchsia and Hello Kitty©
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10.  West Coast and East Coast
 Surf Graphics and 80’s washout designs
 Ball caps (Trucker Hats for specific demographics)
 North East
 Tie Die and Pastel burnout
 Nautical and Pirates, Hello Kitty
 South East & North West
 Basics for Missy’s (solids)
 V-neck, Scoop neck, RibbedTanks
 Mid West (CollegeTowns)
 Baseball burnout - off the shoulder tops
 Blankets and ¾ Zip Hoodies (MV Sport)
 Surf Brands – QuikSilver©, O’Neill©, Rip Curl©, Roxy©
 Neon is Global
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 Sport bottles – Stephen Joseph
 Beaver Machines – Candy andToys
 Aurora –YooHoo’s
 Fiesta – Swirls &Tie Die animals

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Dark Before
Light and Warm After

17.  80/20 Rule
 80 % of stock – on the floor
 20% remain to backfill, and reorder
 Two thirds Rule
 Window display of hot items
 Hot product should be 2/3rd the way into the store
 Add accessories or impulse buys along the path
 Balance and Flow
 Juniors, Missy,Youth,Children, Men’s –with an Anchor
 Move merchandise every three weeks
 Theft
 Signs
 Move high theft products like jewelry to a busy area
 Penny’s – Good and Bad
 Big out – Small in
“Dust racks, vacuum floors, remove dead bugs from window displays – keep it clean!”
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18.  Strengths
 Who are my customers?
 Know the demographics (Destination/Tourist or Public Pool SPH)
 Weakness
 Did I purchase enough product?
 Are my competitors selling the same items?
 Opportunities
 Retail billboards (play off their advertisements)
 Sell customer service and the guest experience = good memories
 Threats
 Lower pricing
 Demand vs. Supply
 How much should be purchased? What is the turn time on a reorder?
 Trends
 How long should I ride the “trend” wave?
 Use Facebook© and listen to your guests!
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20. KeyLime Cove IndoorWaterpark, Illinois (April Schenck)
 Top sellers
 Mood rings (Nostalgic items), Park name plush, Name necklaces (MAI), Custom Street Signs
(Scandical), Glitter Name Key chains (Kalan), Beanie Ballz (Ty), Magnets (Clay Critters – USA), Neon
apparel, Robots are trending but we will wait and see.
 Must have items – Name drop items, Jewelry, Plush, and (old faithful) Mood Rings
 Bottom Dwellers
 Peace Signs and Feather jewelry
Point Pleasant Beach, New Jersey (Souvenir, Gifts, & Novelties – June/July issue)
 “Doing the homework” is necessary says Linda Dispirito
 She reads all of the tween magazines to stay in the know…(page 124)
Venture RiverWater Park, Kentucky (AndreaYork)
 Top Sellers
 Hermit Crabs (Shell Shanty), Pucker Powder, Calico Fudge, Aqua Socks, Swim Suits
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21.  hellokitty.com monsterenergy.com
 pepsi.com hm.com/us
 coke.com pacsun.com
 squireboone.com charmingshark.com
 puckerpowder.com imagesunwear.com
 narbuyers.com popularityproducts.com
 roxy.com flappinflags.com
 victoriassecret.com stephenjosephs.com
 aurora.com neeshafashion.com
 teenywingkini.com chicbuds.com
 forever21.com malibu-sugar.com
 zappos.com freepeople.com
 getagadget.com sgnmag.com
 lasergifts.com
TrackingTrends (Melanie McIntosh - inspire.ca)
 trendstop.com
 trendwatching.com
© All trademarks are owned by their company respectively
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