Getting a Read on Apparel and Jewelry Sales

The Viewpoint from Four College Bookstores

At college stores, apparel and jewelry items are available to shoppers right alongside textbooks and lined notebooks. Regardless of the college location nationwide, it seems that classic styles are the most popular overall.

At California Polytechnic University in Pomona, Calif, Director Clint Aase definitely agreed. “Traditional college sweatshirts and T-shirts are by far the best-sellers for us. They all feature the name of the college or college emblem.” In the jewelry category, the selection is limited. “We only sell class rings. While they do okay, that’s a declining category.” To sell more apparel items, Aase relies on endcap displays highlighting the items in-store, as well as email blasts to students and alumni, and social media posts that display new arrivals and announce sales. “We usually have big sales on clothing items during finals week,” he said. Speaking as to the demographic that the 15,000-squarefoot store serves, he said, “It’s overwhelmingly students who shop here, and primarily female students. The styles we offer are not cut for men or women specifically however, the kinds of traditional garments we do so well with, like hooded sweatshirts, are unisex.”

In Laramie, Wyo., at the University of Wyoming bookstore, Jessica Lindmier , the shop’s gift and clothing buyer, has several big-selling retro styles. “Right now, the best-selling items are anything related to throwback-style graphics. We went through our old catalogs and brought back 80s and 90s looks to our apparel. Anything we put those throwback graphics on, sells like crazy. So, we are expanding this line more and more, and we are really thrilled with sales.” Everything from short-sleeved to long-sleeved T-shirts, sweatshirts, and hoodies do well. “But what does the best of all for us is a white crew and a reverse style weave that did phenomenally.”

Jewelry, however, has been slow. “We usually do well with simple sterling silver jewelry with our logo on necklaces and earrings, as well as with watches, but all three have been slow lately.”

To sell more apparel or jewelry, Lindmier relies a great deal on social media. “It’s been a big hit for us to improve sales. We get our students wearing our clothes and Continued on page 64