Deer Park

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Type Info Here [in Master View]

Deer Park FORecap 3/19/2009


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Observations

The store was in great shape. I was very

pleased to walk in and see a store that

not only looked clean and organized, but

also merchandised to full capacity

without looking cluttered.

Rafael Avramov has done a fantastic job

implementing the Visual guidelines he

has been provided prior to my visit.

Having the store in this great of a

condition, allowed me to go over more

VM standards and add the extra layer of

detail visual merchandising can provide

the store.

This store is an example of what other FO

stores can look like. With the provided

VM training, the can achieve the next

level of standards.

Challenges

• Outlet mall is still new. The mall itself

has a 61% occupancy.

• Store needs a steamer.

Opportunities

• Positioning of Mannequins

• Implementing new visual guidelines

they have learned with this visit

• Footwear Bins


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WindowsBefore

Mannequins are dressed and styled correctly. The store just needs to avoid mixing sports within mannequin groupings. In this picture, the female mannequin is wearing training apparel and the male mannequin is wearing golf.

Mannequins are styled correctly. However, rolling racks used as fixtures on the sales floor, can be seen through the window.


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Opportunities

Avoid using rolling racks to merchandise apparel on the floor. They not only clutter your sales floor, but also may interfere with ADA regulations.


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WindowsAfter

Mannequins were re-styled and dressed with matching categories (training). Also, the mannequins were placed according to the gender split of the store. Left window women’s and right men’s.

Note, both windows have the mannequins holding a stuffed bag to tie in the campaign being promoted in the store.


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Windows

These windows were dressed and styled correctly by the store’s team. The only adjustments needed was the positioning of the mannequins. This allowed the lighting to be use more effectively.

NOTE: Store did a great job styling these windows prior to VM training. They showcase a lifestyle feel to them. There is a defined soccer window and a training window.


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Before

Drive Aisle

The drive aisle is the most visible area of the store. It is important to use mannequins near the entrance of it. Not only does it help showcase our brand visually, but you can use this area to add any marketing that has been provided to your store.


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After

Display Table

This picture demonstrates how you can let your customer know what current promotions are running in the store by using the provided lease line. However, it is important to remember the store’s team is the primary form of communication with the customer. Mannequins and Marketing are used to enhance it.


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Display TablesBefore

The display tables are meant to showcase a new collection or a promotion that is currently running. Do not use it to stack an overflow of tee shirts or product.


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Display TableAfter

This picture demonstrates how adding signage and a mannequin helps create a lifestyle story. Also, by not adding an abundance of product, it helps prevent the table from getting unorganized.


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Merchandising WallsBefore

Walls were merchandised properly with apparel and accessories prior to training. However, always go back and pay attention to the details. In this case, basketballs need to be inflated and the bags need to be properly merchandised. Adding these changes will prevent the wall from looking unorganized and unfinished.

Store did a great job with top shelves.


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Merchandising WallsAfter

By inflating the basketballs and adding the peg hooks, both walls look clean, organized and finished. This demonstrates how important it is to pay attention to details.


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Footwear Wall

Do not use three different skus of footwear in a single bin. If a specific sku is low in inventory and there is no replenishment, they can be transferred to the hash wall. Also, do not merchandise originals and sports performance footwear on the same side.


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I had a fantastic visit at the Factory Outlet at Deer Park. They have a challenging location with a brand new mall, but with the standards they have just learned, they will be able to keep the store looking great when the mall finally has a full occupancy. With Spring around the corner, business should start picking up as well.

Keeping the merchandise fresh and updated is essential to the visual presentation of the store. The store has grasped this concept and with the added layer of details they have learned, will be able to elevate the store to the next level. They have done an outstanding job at keeping most of the merchandise out on the floor and not in the stockroom.

Rafael Avramov has done an outstanding job keeping the floor organized and ready for business. He should be very proud of what he and his team have accomplished. Their hard work definitely made it easier to teach them elevated VM standards. I am very excited to visit their store in the future and see what great new merchandising displays they will accomplish.

Going forward, any questions they may have, they should contact their DM and have the questions forwarded to their VM corporate contact Bridget Zadoff.

Summary

Business

Deer Park