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2013 Christmas Floorset Merchandising Suggestions
There are a few categories within your store that we want to pay special attention to this Holiday. These items are great for gift giving and should be showcased as amazing, have to get, presents. This document will give you a few ideas on presentation and which categories your focus should be on. Discuss any questions with your DM or Norm (norm.millard@altardstate.com).
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Christmas Gifts These items have a limited shelf life, meaning our window of opportunity to sell them is very small. Review your Christmas Floorplans for shop placement and discuss any questions with your District Manager. Stores are to utilize their Denim table and door fixtures if they have them while others will execute using nesting tables and walls or cubbies. It is imperative that we pay special attention to this shop and create a dynamic display. Use your imagination when building this area. It should be inviting, intrigue impulse and feel quite “Home like”. The examples are from a store with the denim fixtures. This is to give you some ideas of how to sort your Christmas gifts into “categories” or “collections”, use creativity in your displays, and execute different ways of merchandising.
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There are later receipts not represented in this document. Feed them into the “collection” that best fits. Suggested collections are… Craftsman/Rustic, Vintage/Glass, Nostalgic/Cotton Colors, Kelly Rae Roberts, Glory Haus, and Cody Foster
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•Use items like crates to create height within your displays.
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•Be creative…use resources that you may already have like extra jewelry fixtures, baskets, twine and birch branches.
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•Multiple styles and shapes of containers are useful to store ornaments and such.
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•Keep your presentation clean while still creating interest and dimension.
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•If you have an extra tree, utilize it to hang ornaments.
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•Stores have been approved to spend $75 via paid out to purchase 2 cheap garlands and baskets if needed. Remember to keep them “Altar’d State” like, such as the wire basket shown here.
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•Chicken wire in a barnwood frame makes a great holder for
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ornaments.
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We used twine and left over birch branches to suspend items from the door knobs. This could also be executed by stapling twine to the bottom of your shelves.
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Use tissue paper to fill opened boxes so the ornament is raised and visible.
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Keep packaged Items sorted by style. This makes a cleaner presentation and eases the shopping experience.
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Twine was used to make a grid on the galvanized poles to hang ornaments from.
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Natural Life One of our staple brands is Natural Life…and everyone Loves it!!! The selection of this product is so broad and caters to a variety of individuals. This is one area that can stand out and look amazing…or can look like a hot mess! We definitely want the first of the two. This presentation is tricky. It can go so wrong so fast. Remember to utilize spacing wisely and to keep items in groupings. This will make for a stronger display without disarray.
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Review the Natural Life merchandising strategies on the employee portal.
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It should be “organized” chaos.
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Build your height from the front to the back.
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It will fit…if you are wise about product placement.
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Use a mannequin to add interest and showcase Natural Life accessories.
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Sometimes merchandising this product by scope of the items eases the presentation and makes it easier for customers to shop (ie: keep types of merchandise or categories together)
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Candles What a better gift to receive than a great smelling candle. Make sure your candle presentation is inspiring. As suggested in your fall refresh, candles should be merchandised by “personality”. Example: All Voluspa is in Romantic. Make a statement within the personality that houses the majority of that brand’s inventory. Shoppers want to smell each scent within a brand. You can use small groupings to outpost on your tables and shelves as long as they are represented in the main location. Don’t forget about your replenishment program if you are backstocking.
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The main brands to focus on are Voluspa and Aspen Bay. Aspen Bay includes Reserve, Capri Blue, and Christmas. Voluspa goes best in Romantic and/or Classic. Capri Blue usually fits best in Classic. Reserve is typically placed in Boho or Indigo Girl. Of course your Christmas Candles should be merchandised within your Christmas shop.
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Outposted candles displayed in walls are color coordinated and the same scent and brand are represented
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Notice how the same brand and scent is represented on the table in a small grouping.
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This display is not representative of an appropriate presentation in the sense that it has too much inventory and is a little overwhelming. However it does provide you with the idea of how to separate the scents by brand so your customer can easily smell and buy!
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Monogram Books and Crosses The cutest gifts we have are these books (at least in Norm’s opinion) and crosses. When customers are stuck and need a little suggestion on what to get someone‌offer up one of these monogramed gifts. These items have been used in multiple ways throughout the store, but for Holiday we want to ensure that they are pulled together. Limit how many you have used to spell out words in your displays. We want the inventory to be there so we can sell them. Keep the display on this orderly and tidy.
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Jewelry What a great gift or add-on item. Is Mom buying her daughter a beautiful dress for Christmas? Suggest that great necklace that will complete the look! Jewelry, just like your apparel, should be merchandised by personality. Classic looks together‌Boho looks together. Jewelry is another tough category that can sometimes seem challenging when placing product. Always remember‌Keep it clean and organized. That is not to say that an entire side of a fixture should be all necklaces and the other all earrings. You need variety to create interest while maintaining a neat and orderly presentation. Mirroring items is a great way to accomplish this. Place a necklace in the center and earrings flanking it or have a group of three earrings in the center with necklaces on either side. Remember to merchandise by color stories when applicable (this means types of metals too). This will help tell a story when presenting the product.
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31Bits There are a couple of jewelry lines that are expected to have special attention. 31Bits, another giveback brand, is one of those. This collection should be merchandised separately from our basic presentation. Utilize a small round table or special table for this presentation. Most stores should have some vendor supplied fixtures that should be used. The presentation of this merchandise should be as special as the product is.
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Lenny & Eva
This is another one of our specialty lines of jewelry that should be outposted. We think this should be a huge seller for gi: giving. Vendor supplied fixtures should be used along with trays or baskets. This presenta?on should be organized and clean. There is a menu sign located on the S drive under signage/Lenny & Eva. Make sure it is on your table so customers can see pricing. This is also a great item for your UPT’s. Most likely, they will buy at least two items when making this purchase...so suggest it!
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T OMS Of course, this brand is one to be identified as a huge gift giving opportunity. During the course of this holiday, you should see a large lift in sales for TOMS. Currently the Desert Wedge is leading the pack. As the colder months advance, the Nepal Boot should take over. Make sure the focal point of your TOMS display is of these two items. Review the TOMS Merchandising Strategy on the Employee Portal for proper presentation according to TOMS guidelines. Get your stockroom organized and ready for the big push. Remember, the more organized you are the more efficient your selling technique will be. Don’t forget, we can always special order (even for Men)‌great way to increase your sales!
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Shoes & Boots Who doesn’t ask for Shoes or Boots for Christmas from their parents? It is a greatly requested item on someone’s wish list. Keep our assortment present and not hidden. Make sure the selected location creates visibility. This merchandise should be sorted by category to show the depth of our selection. ie: Flats, Dress, Booties, Boots, etc. Remember to keep major brands separated within each category like Corral boots vs Frye. Keep the presentation focused on shoes and boots by not mixing a lot of gifts within the display. Don’t forget to pay special attention to your stock room and make sure you are organized and ready for business.
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A SMALL OUTPOST OF BOOT SOCKS COULD BE A GREAT ADD-ON WHEN SELLING BOOTS
Fashionable Scarves This product should be merchandised within Indigo Girl. To maintain the integrity of this program, keep it focused and centralized. It may either be placed on a table or within a wall, but should not be spread throughout the department. Use baskets, containers, necklace holders, etc to house some of this product. This is another area where creativity comes into play. You can also use a bar in the wall to drape scarves around or an extra rolling rack beside the table.
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Krochet Kids Remember, we are no longer creating one “givebackâ€? destination. Each brand should be merchandised within Boho or Indigo Girl. Krochet Kids should be placed in Indigo Girl. It is such a great compliment to this product. Use your creativity when placing this merchandise. It can be incorporated into a table presentation or wall‌just make sure it is also visible and makes a brand statement.
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The kids version of Krochet Kids sometimes works best when pulled separately and placed with Tiny TOMS.
Free People One of the higher dollar and nationally recognized brands we offer is Free People. This holiday, we want to bring it to the front of your Boho section and create a focal point. Because this brand is not bought as a collection, you will additionally merchandise other product with Free People. Use your skill to make sure it looks like a cohesive statement. Try to house Free People on the table and the fronts of rolling racks with other product mixed in. Make sure your mannequins are dressed in Free People. Find a color palette that is dominate and work from that.
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Denim Denim will still be a big part of merchandise placement during this season. Special attention should be placed on presentation and placement. If your store’s floorplan directs you to use the “Denim Fixtures” for Christmas items, then you will utilize walls and alternate tables for this area. Always keep your brands separated as much as possible for brand recognition. Don’t forget to utilize coordinating tops and accessories in your display.
USING DENIM FIXTURES!
Although we want a strong denim presence, we don’t want a “department store” presentation. Stores that have signage from the initial set should utilize them when appropriate. When displaying your denim, remember to show the best selling feature of the garment. ex: If the jeans are distressed on the front with frayed tears, you should fold the denim so that shows. If the pocket detail is the best asset of the jeans, fold them traditionally so the back pocket shows. This is imperative so your customer initially sees the details.
DON’T FORGET TO HAVE SOME FOLDS THAT SHOW THE LEG OF THE JEAN.!
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