houston

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Type Info Here [in Master View]

Houston FORecap


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Observations

The store generally looked clean and

easy to navigate. Windows were clean,

as well as fixtures inside the store.

Apparel was priced correctly and had

proper signage.

Both SM and store associates were

attentive throughout the day with

customers. They made sure they greeted

everyone that walked in.

Challenges

• Surrounding stores had very competitive

sales being advertise in their windows.

(Ex. Up to 70%, 50 – 75%, BoGo)

• Outlet Mall is not found on GPS, Google

Maps, or any other navigation system.

This has cause many tourists to get lost

on the way there. Mall reps are aware of

this issue.

Opportunities

• Merchandise Standards

• Mannequin Styling

• Refilling Shoe Bins, never let it go

empty

• Kids should be merchandised

together in women's area


3

Store Front

Before

Mannequins are all wearing different categories. Running, Soccer and Basketball.

Mannequins are all wearing similar outfits and yet, different categories


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Store FrontAfter

The store just received brand new full shipment of tech fit and training. We decided to showcase that in the window. This assures that the customer will find the sizes they are looking for. You’ll notice the mannequins are all wearing similar categories.

Windows should always display merchandise that the store has a healthy size run of.

* Side note: Windows do not have a light track. This causes the store front to be dark at night and reflection on the glass during the day.


5

Nesting TablesBefore

Golf table in the front and golf apparel on the back wall

Need to add accessories to table


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Nesting TablesAfter

Mannequin was added next to the nesting table to better showcase the product. Also, the table has plenty of option for the customer, i.e. bag, shoes, caps.

Remember to always keep categories together.

Create lifestyle look


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BackWall

Bags should not be use on top of walls . This is especially important when bags do not match the category they are on top of.


8

Footwear Bin

Footwear Bins should never be empty. If a specific footwear is running low, they should be moved to the hash and be replaced with a sku that has a good inventory.


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Merchandising

When creating a visual product presentation, always including matching accessories to entice the customer to buy more than one product. Also, make sure you show more than one outfit put together.


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Continuation…

Merchandising

Accessories!

Accessories!

Accessories!


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Kids

Kids should be group together and not separated. It should be merchandised next to the women's department. Prior to this, kids boys was in the men’s area and kids girls was in the women’s area.


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I had a great visit at the Factory Outlet at Houston. They are in a great location and feel with the standards they have just learned, they will keep the store looking in top shape.

Keeping the mannequins are fresh and updated is essential to the visual presentation of the store. Learning what product to display and learning how to merchandise accessories is key to have a good presentation. Implementing this will help with KPI’s and product sell through. It is important for the store to assure that most of the product they have a full size run is out and not in the stockroom.

Going forward, any question that Erin Weidner (GM) may have, should contact her DM and have the questions forwarded to her VMcorporate contact Bridget Zadoff. Also, the store should continue showing the great customer service I noticed when I was there.

Summary

houston

Business