Allen

1

Type Info Here [in Master View]

Dallas FORecap


2

Observations

The store has a good amount of selling

floor space. It was organized, apparel

was priced correctly and had proper

signage.

Both SM and store associates were

attentive throughout the day with

customers. They made sure they greeted

everyone that walked in. They had a

healthy amount of traffic coming into the

store and did a good job at converting

them into customers.

Challenges

• Collections did not have full size run.

• Store has very old fixtures that are not

manufacture any longer. No options in

getting replacement pieces.

Opportunities

• Merchandise Standards

• Mannequin Styling

• Refilling Shoe Bins, never let it go

empty

• Kids should be merchandised

together in women's area


3

Store Front

Before

Detail to Mannequin styling. Belt is loose and the outfit does not look well put together

Mannequins are all wearing proper outfits, but don’t match very well with each other.


4

Store FrontAfter

The mannequins are now wearing similar, yet distinctive outfits. Training and Running apparel was chosen for them. Notice how each mannequin match each other and create a lifestyle story. They are also have accessories and matching shoes.

Always make sure not to mix collections. Running mannequin is only wearing running apparel and the training mannequins are only wearing training apparel.


5

MerchandisingBefore

Avoid “over displaying” merchandising. Always have the merchandise accessible to the customer. Remember, you want to sell it, not just display it

Avoid repeating the same sku on displays


6

MerchandisingAfter

Try to keep collections together. Always show the customer all the pieces (bags, shoes, etc.) they can purchase with their chosen apparel.

This will definitely improve your KPI’s. Remember to keep the colors similar and avoid confusing the customer.


7

MerchandisingAfter

Same concept as before.

Accessories!

Accessories!

Accessories!


8

Footwear Bin

Avoid empty toppers If you are out of footwear, you may fill in with bags! Make sure the bags are filled correctly. Again this is a temp solution and ideally you should be showcasing footwear.


9

I had a great visit at the Factory Outlet at Dallas. They are in a great location and feel with the standards they have just learned, they will keep the store looking in top shape. I was very impressed by how interactive they were with every customer and how they made themfeel welcomed.

Keeping the mannequins are fresh and updated is essential to the visual presentation of the store. Learning what product to display and learning how to merchandise accessories is key to have a good presentation. Implementing this will help with KPI’s and product sell through. It is important for the store to assure that most of the product they have a full size run is out and not in the stockroom.

Going forward, any question that Marybeth Wells (GM) may have, should contact her DM and have the questions forwarded to her VM corporate contact Bridget Zadoff. Also, the store should continue showing the great customer service I noticed when I was there.

Summary

Business

Allen