#1 Merchandising Resolution for 2010

For those of you who have attended any of my visual merchandising or "What's Hot" sessions over the years, you know that I am constantly harping on the importance of cross merchandising.  When I visit a store that "gets it", I sing a little hallelujah inside.  Yet, year after year, I see stores struggling from a disjointed and random feel to the merchandise mix. 

For 2010, I challenge each of you in the "not yet figured it out" crowd to pick two design or color themes per semester to build a cohesive assortment around.  That's all, just two a semester.  For larger stores, that's going to mean talking amongst the buyers.  Come on, I know you can do it!  For single-buyer stores, brainstorm your ideas with a multi-line sales rep. 

My friends at Cal State Long Beach Forty Niner Shops understand the concept.  Chris Tabellario (supply buyer) and Kristin Bonetati (insignia buyer) work with multi-line rep Maria Herring (from ICS).  What results is a merchandise mix that capitalizes on best-selling designs to create interest and consistency in feature displays.  Kristin's hot design on tees has found its way to Chris's binder selection with Maria's help in working the orders through various manufacturers.  Voila!   This one pattern has seen multiple re-orders and has had staying power with each new color variation.  Great job!

The Ultra Simple

Last week I featured the total integration of the plaid theme in GAP's holiday product and promotions.  But, sometimes, budgets, time and creativity are resources most college stores simply can't afford. 

Over the Thanksgiving holiday, I treated myself to a 9 day trip to Paris. Yes, most of the time was spent site-seeing and exploring the museums of the city.  However, retailer at heart, I did have to stroll down the Champs Elysees to check out the holiday windows.  For simplicity sake, this window from Tara Jarmon gets my vote for the classiest, simpliest and easiest look to pull off on any budget.  Imagine this in school color ribbons but keep the boxes simple. 

The Whole Package - In Plaid

Smart retailers get it right, from the inception of the season's collection down to every element of advertising and visual merchandising.

Case in point this Holiday - GAP.

The red, white and black plaid theme plays out in GAP's energetic TV spots, print ads and store merchandising.  The plaid product supports the ads, the ads support product.  A circular reference that reinforces the message with every viewing. 

GAP store windows are decked out in cling photos of models in action poses.  The pine trees and gift boxes are wrapped in plaid.  Even the text windows have a plaid feel.  And, all done with a sense of humor using very creative copy writing:

2 - 4 -6 -8

'Tis the Time to

Liberate

We can do it modest

We can go all out

This Holiday

is up to us

to whisper, scream, or

SHOUT

Price point advertising on the GAP website takes the plaid message even to the miniscule level of the choice of red and black plaid font.  Now, that's a total integration of the theme.

Throughout the store, touches of humor abound in the price point signage with clever captions:  "Comfy Cozy, Soft as Snow.  GIVE these PJ's and wrap them with A BOW $39.50."  "She's Hoping for a Ring but that's Just not your Thing".

There's more subtle plaid at work throughout the GAP stores.  Check it out yourself this holiday and see if it's not somethinig to shout about!