Apparel and Accessories

Apparel and Accessories Trends (From page 61) these scarves are perfect for little throw you might need on evenings like these.”

Guests want to bring home a reminder of their visit, and both apparel and accessories have the added benefit of practicality. “Logo apparel, accessories and destination themed products are popular because they are a great keepsake and memory piece,” Kotarski said. “People will remember their trip to Traverse City and Grand Traverse Resort and Spa every time they wear a shirt or hoodie and drink from a mug. Lots of apparel doesn’t go out of style either so you can get use out of it for a long time.” The boost in apparel and accessories sales is also encouraging for many retailers as another sign of life slowly returning to a new normal. “To accessorize for your daytime or nighttime events makes people feel good. Sometimes it’s just that necklace or earrings that makes you feel beautiful,” O’Donnell said. “People have been working from home—not being able to meet or go to your favorite restaurant so under dressing was the norm. Now everyone wants to get out there and dress again. It’s wonderful to see.”

Merchandising is as essential for resort stores as it is other retailers. Dow’s biggest display tip is: “Keep it fresh! Change displays and mannequins often; feature new items at the end of the rack. Have a schedule to switch items up.” She added, “Our Gift Shop is not only for guests of the Inn. We have many local and transient guests who come shop with us. Specializing in locally made items, our Gift Shop is one of a kind!” O’Donnell said, “Our Boutique is in a defined, high-profile location so displays are important. Using height and proportion and something fun to catch the guests’ eye and make it inviting to come into the store. Grouping three items together helps create interest and lets guests use their imagination as to how they can accessorize to their style or personal needs. We refresh our store regularly- even if it’s just moving merchandise around. Sometimes that little change makes a big impact and now sells where it wasn’t moving beforehand.”

Granahan uses a bench to display items outside the store and catch guests’ attention. “We’ll rotate a display every two to three weeks. People buy the merchandise right off of it. I suggest keeping it eye-catching. We’ll use Abbey logoed items or fun things people may not see

[inside]. We’ll typically stay color-coordinated—we like pulling things together that way. And keep things neat and clean.” Kotarski’s best tip is to keep displays organized, and full but not overcrowded. “Make sure all styles are visible. If you have certain items on display, make sure they are easy to find in the store and all sizes are represented. Also keep things folded neatly and tidy.”

Whether dressing up for a night out or dressing down to relax, resort gift stores carry a range of apparel and accessories to help guests put together the perfect outfit for any occasion. ❖