Leesburg

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Type Info Here [in Master View]

Leesburg FORecap 4/17/2009


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Observations

The store is larger than most other outlet

stores. The larger size provides a great

advantage for merchandising the

categories properly as well as placing

product accordingly.

It is located in a rapidly growing

suburban area of DC, and the store

should continue to see increased traffic

due to it’s strong location.

One of the store’s Team Lead was

present at the Hagerstown VM training

the day before and the store’s VM point

person was trained during this visit.

Together, the store has received two

days of training and it is now expected to

maintain and expand the VM guidelines

throughout the entire store.

Any questions regarding Visual

Merchandising, should be brought up by their Area Manager to Retail Marketing.

Challenges

•

New mannequins are needed. The store

does not have any complete mannequins,

only three bust forms.

Opportunities

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Styling of Mannequins

•

Implementing new visual guidelines

they have learned with this visit

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Empty fixtures

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Product being placed directly on the

floor


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Merchandising

Under the VM guidelines, bags should not be placed on top of perimeter walls or directly on the floor.

Before

Use accessories to create a lifestyle story in the walls.


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MerchandisingAfter

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.

Golf bags were removed from the top of the fixture.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.


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MerchandisingAfter

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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MerchandisingBefore

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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MerchandisingAfter

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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MerchandisingBefore

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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MerchandisingAfter

Add shelves to better display the footwear as well as matching apparel pieces.


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OpportunitiesSignage

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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OpportunitiesSignage

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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OpportunitiesLayering

Layering outfits is not a VM guideline for FO store. The store needs to discontinue layering apparel on the fixtures.


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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.

Summary

Leesburg

Business

Transcript of Leesburg