Apparel and Accessories

Selections for When (From page 49)

Africa, India, Haiti, and Bali.” Marrero said best-selling accessories are “Binka Logo Hats. Our Binka Logo Hats are popular among clients due to their fabulous and brilliant colors and exceptional quality. Guests buy them to protect themselves from the sun due to the fact that they are SPF 50 but also as a souvenir that reminds them about their stay at our hotel.”

Dianna Thomsen , director spa and retail at Cheeca Lodge & Spa in Islamorada, Fla., said at the resort’s 2,500-square-foot Signature Store, “Our biggest seller are men’s tops ranging from our Cheeca Lodge branded rash guards and T-shirts to dress shirts for that unexpected dinner out or the barefoot elegance wedding they are attending at the resort. I am always looking for more men’s clothing and accessories and am in the process of bringing in new lines. I am seeing a savvy men’s clientele here and they do like to shop. Keeping up to date on what is selling in menswear, not only in resorts but across the country is important to me to keep our upward trend in menswear going strong. Along with clothing, our other best-seller is anything that says ‘Cheeca Lodge and Spa’ on it. Everyone likes to take a souvenir home with them and when you visit a resort that is as amazing as Cheeca, you want to remember it. Tumblers, coffee mugs, koozies, lighters, and our famous Cheeca T-shirts always do well.” She added, “With our location in the Florida Keys, there is always summer fun to be had. “We specialize in resort and summer wear yearlong focusing on items that will enhance your vacation for all featuring items for men, women and children.” When it comes to summer accessories, Thomsen said, “Men, women, and children share equally with the desire to purchase our hats. We feature logoed Cheeca baseball hats and visors, which are always a big

Current Trends in Sunglasses

Sunglasses are one of the most durable and versatile items in the accessories category. They have the distinction of being highly practical yet endlessly trendy. Resort store retailers carry a wide selection of styles as part of their summer wardrobe inventory.

“With fishing, boating, and beach activities popular at this location, sunglasses and hats are always in demand,” said Dianna Thomsen, director spa and retail, Cheeca Lodge and Spa in Islamorada, Fla. “We are currently carrying two lines of sunglasses to fit different budgets. They both share equally in our sales, and it is just a matter of taste as to what brand they are choosing. Currently, I am selling both Costa and Ocean Eyes and am very pleased with both lines.”

Product Development Manager Lori Comey of Westgate Lakes Resort in Orlando, Fla., sees strong sales in classics like Wayfarers and aviator styles. Yenier J. Marrero, spa, fitness and retail director for Naples Grande Beach Resort in Naples, Fla., said, “We carry Maui Jim sunglasses, and the top trends are vintage, oval, aviator, and cat-eye.”

Retail Manager/Buyer Mar- cilene Smith of The Shops at Emerson in Mount Tremper, N.Y., pointed out the trends she is seeing are “100% UV protection, polarized, and floating for fishing.” hit, but a close second are the various straw hats we carry for both men and women. Keeping the sun off our heads while lounging on the beach or at the pool keeps the demand high on this accessory.”

At seasonal resorts with higher visitation in the warmer months, summer apparel and accessories become more like essentials than luxuries. Smith said they have strong sales in these categories because “We are in an isolated area with a good selection and quantity of products that are in need.” The more lightweight items are also a happy reminder of a treasured vacation: “We stock and sell ‘summer’ items year-round in Florida for our guests to use here and back home. Brightly colored items are uplifting, they ‘say’ Florida, and they’re fun and wearable souvenirs to take back home,” Comey said. And name-dropped or custom merchandise is also a great conversation piece when guests return home and share vacation stories. One of Marrero’s most effective selling tips is to “have items for sale that identify the hotel and the city. Create a memorable experience for all our guests. Model our clothing. Create color tendency with clothing from the same line to create multiple sales and not an individual item sale,” he said.

As always, creating visual interest is key when it comes to merchandising, according to retailers. “I have found the quickest way to move items is to feature them in our window displays,” Thomsen said. “Keeping the windows fresh, visually appealing, and clutter-free brings in guests. Catching their eye as they walk by is my best advertising.” Marrero advised, “Have proper inventory level; be on top of all the market and fashion trends.” Comey has had success with grouping similar items: “We merchandise primarily by category, so all our fanny packs will be together in one section. We show similar categories adjacent to each other; for example, sunglasses, flip flops, sun hats and beach bags are displayed near each other. We will also show matching items together – for example, a baseball cap that matches a T-shirt.” Nishiguchi recommended intentional placement: “Be purposeful in your placement and try to tell a story. Creating vignettes with great lighting is key.”

Above all, Smith said, be adaptable and creative, as ongoing supply chain issues are still creating challenges when it comes to stocking and selling products. The ability to pivot and think differently continues to serve retailers well as they find new ways to catch and keep customers’ attention. ❖