Janio's store visit

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Deer Park FO
Recap 3/19/2009
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Observations Challenges
• Outlet mall is still new. The mall itself
The store was in great shape. I was very
has a 61% occupancy.
pleased to walk in and see a store that
• Store needs a steamer.
not only looked clean and organized, but
also merchandised to full capacity
without looking cluttered.
Rafael Avramov has done a fantastic job
implementing the Visual guidelines he
has been provided prior to my visit.
Having the store in this great of a
Opportunities
condition, allowed me to go over more
VM standards and add the extra layer of • Positioning of Mannequins
detail visual merchandising can provide
• Implementing new visual guidelines
the store.
they have learned with this visit
This store is an example of what other FO
• Footwear Bins
stores can look like. With the provided
VM training, the can achieve the next
level of standards.
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Windows
Before
Mannequins are dressed and styled correctly. The
store just needs to avoid mixing sports within
mannequin groupings. In this picture, the female
mannequin is wearing training apparel and the male
mannequin is wearing golf.
Mannequins are styled correctly. However, rolling racks
used as fixtures on the sales floor, can be seen through
the window.
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Opportunities
Avoid using rolling racks to
merchandise apparel on the
floor. They not only clutter your
sales floor, but also may
interfere with ADA regulations.
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Windows
After
Mannequins were re-styled and dressed
with matching categories (training). Also,
the mannequins were placed according to
the gender split of the store. Left window
women’s and right men’s.
Note, both windows have the mannequins
holding a stuffed bag to tie in the campaign
being promoted in the store.
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Windows
NOTE: Store did a great job styling these
windows prior to VM training. They
showcase a lifestyle feel to them. There is
a defined soccer window and a training
window.
These windows were dressed and
styled correctly by the store’s team.
The only adjustments needed was
the positioning of the mannequins.
This allowed the lighting to be use
more effectively.
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Drive Aisle
Before
The drive aisle is the most
visible area of the store.
It is important to use
mannequins near the
entrance of it. Not only
does it help showcase our
brand visually, but you
can use this area to add
any marketing that has
been provided to your
store.
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Display Table
After
This picture demonstrates how you can let your customer know what current
promotions are running in the store by using the provided lease line. However, it is
important to remember the store’s team is the primary form of communication
with the customer. Mannequins and Marketing are used to enhance it.
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Display Tables
Before
The display tables are meant to showcase a new collection or a promotion that is
currently running. Do not use it to stack an overflow of tee shirts or product.
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Display Table
After
This picture demonstrates
how adding signage and a
mannequin helps create a
lifestyle story. Also, by not
adding an abundance of
product, it helps prevent
the table from getting
unorganized.
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Store did a great job with top shelves.
Merchandising Walls
Before
Walls were merchandised properly with apparel and accessories prior to training. However,
always go back and pay attention to the details. In this case, basketballs need to be inflated
and the bags need to be properly merchandised. Adding these changes will prevent the wall
from looking unorganized and unfinished.
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Merchandising Walls
After
By inflating the basketballs and adding the peg hooks, both walls look clean, organized
and finished. This demonstrates how important it is to pay attention to details.
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Footwear Wall
Do not use three different skus of footwear in a single bin. If a specific sku is low in inventory
and there is no replenishment, they can be transferred to the hash wall. Also, do not
merchandise originals and sports performance footwear on the same side.
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Summary
I had a fantastic visit at the Factory Outlet at Deer Park. They have
a challenging location with a brand new mall, but with the standards they
have just learned, they will be able to keep the store looking great when the
mall finally has a full occupancy. With Spring around the corner, business
should start picking up as well.
Keeping the merchandise fresh and updated is essential to the
visual presentation of the store. The store has grasped this concept and
with the added layer of details they have learned, will be able to elevate the
store to the next level. They have done an outstanding job at keeping most
of the merchandise out on the floor and not in the stockroom.
Rafael Avramov has done an outstanding job keeping the floor
organized and ready for business. He should be very proud of what he and
his team have accomplished. Their hard work definitely made it easier to
teach them elevated VM standards. I am very excited to visit their store in
the future and see what great new merchandising displays they will
accomplish.
Going forward, 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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