Janio's store visit

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Leesburg FO
Recap 4/17/2009
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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Merchandising
After
Add shelves to better
display the footwear as
well as matching
apparel pieces.
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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.
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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.
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Opportunities
Layering
Layering outfits is not a VM guideline for FO store. The store needs to
discontinue layering apparel on the fixtures.
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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.
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