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Displays of Fashion

These retailers know how to assemble clothing to appeal to their customers.

By Cynthia Sherman

Retailers who sell lots of apparel know the best way to stoke sales is to make their inventory not only easily accessible to the customer, but also to lay it out in an appealing way. With clothing crossing over into the active-wear mainstream, specialty retailers have to think like designers and assemble outfits and go-with accessories to complete the sale. Here are four retailers who know how to keeps things interesting for their customers to help boost their sales.

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Tanda Bianco

Club Manager
Port Royal Racquet Club
Hilton Head, S.C.

Having a standing or hanging display every few feet in the shop, displaying complete outfits, will help to maximize sales, says Bianco. Mannequins on countertop displays additionally feature a whole themed look, and the well-spaced four-arm racks on the floor allow customers to shop with ease.

Color coordinating with accessories like flip-flops, wrist bands and visors offer the customer options to stay within a color theme if they wish. “Most people in our shop look with an eye toward fashion rather than the athleticism of a of piece clothing, though male customers often look at the technical fitness aspect of clothing,” Bianco says.

She rotates displays every week or so and the four-arm racks in the middle of the floor showcase the newest items. The shop is set up so that the main counter is in the center, so the first thing the customer sees is the helpful sales staff.

Bianco’s tips for success

• Keep rotating displays.
• Have nice accessories (key chains, watches, small purses, sandals, etc.) to go with outfits.
• Carry a variety of brands, things customers might not see in big-box stores.

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Kelly Kulp

Merchandising Manager
Fromuth Retail Store
West Lawn, Pa.

Keeping things looking fresh is the key, says Kulp. “You want to keep the flow of merchandise moving, displaying new things in the front of the store, maintaining a separate clearance section.”

Fromuth has a large section devoted to Nike, and that company provides its own installations and brand fixtures, but Kulp steers toward a “boutiquey” look for other brands that are merchandised separately by color theme and have their own displays. Mannequins matching the fixtures are featured in current outfits, and Kulp uses shelf space for folded tops, hats and other accessories. Components of lines are displayed and merchandised to the optimal end of creating pieces to be worn together.

In the front of the store, there is a seasonal display to give the sense of current themes. And for the holidays, there is a variety of cold-weather gear and gift items attractively displayed.

Kulp’s tips for sucess

• Display merchandise by color story.
• Merchandise outfits together so customer can see the finished look.
• Keep things fresh!

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Anita Dorsett

Buyer
The Woodlands Country Club Pro Shop
The Woodlands, Texas

When women shop, says Dorsett, they like to see a whole outfit displayed. “I like to cross-merchandise whole outfits from head to toe to gain customer appeal — perhaps featuring a Tail shirt flecked with gold and Wilson shoes which may also feature gold trim.”

A hanging mannequin is featured in her window donning the latest looks in tennis. By carrying at least half a dozen brands, Dorsett makes use of four-way displays, grid walls and spiral racks to showcase color schemes in clothes and shoes for a complete look.

Dorsett’s tips for success

• Displays need to be eye-catching.
• Know your customer and what they like.
• Good price points and displays should create “a package deal.”

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Alison Bygrave

Co-owner
Tennis Ace
Woodland Hills, Calif.

Bygrave uses built-in alcoves and sections in her shop to create separate themed areas, which lend a warm and cozy feeling to the space. “Changing displays on a weekly basis, and using different yet complementary color combinations across brand lines, make things aesthetically pleasing,” she says.

“I like having open space. People don’t like clutter and everything becomes accessible,” she adds. Bygrave also employs wall racks and custom-made fixtures to create interest and diversity.

Bygrave’s tips for success

• Display variety (skirts, tanks, shorts, dresses) within each brand group and color set.
• Use attractive color schemes in blocks, which are aesthetically pleasing.
• Change outfits weekly, and keep the shop clean!

See all articles by Cynthia Sherman

About the Author

Cynthia Sherman is a contributing editor for Tennis Industry magazine.

From the January 2008 issue
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