posted by Mary Gerlach, associate editor
This January during the New York International Gift Fair (Jan. 30-Feb. 4, 2010), Baby & Kids’ Associate Editor Ashley Trent will lead the new buyer orientations. Ashley will answer questions, discuss the market and help new buyers make the most of their show.
The latest event for Ashley, who also writes for Giftware News and Fancy Food & Culinary Products, got the Baby & Kids editors thinking about what advice we’d offer show attendees. The overall theme: Go everywhere and see everything. Here are a few tips. Any advice you want to share? Leave your tips in the comments.
Ashley
Wear comfortable shoes. I learned this the hard way at my first trade show in Atlanta.
Explore all the divisions of the trade show you're attending, even if they don't pertain to your store. You never know what display ideas, color/texture trends or knowledgeable people you'll come across.
Mary
Look for deals. It’s just like shopping at the mall. If you can save 10 percent by ordering on a specific day, do it. Free freight is another perk showrooms and temps offer. Show management will likely have a list of these exhibitors and showrooms. No matter what the economy is like, there’s never an excuse not to get the best price.
Enjoy the show. It’s busy. It’s crowded. There’s never enough time. But, the new products and exciting designers are why you do what you do. Don’t let the stress of the economy or what may be happening at your store while you’re away decrease the value of the show.
Keep an open mind. Don’t just go to the same old showrooms. If I see something in a rep group’s window that has an interesting color, shape, whatever, I check it out. You don’t have to stay for a long time if nothing catches your eye, but you never know what you’ll find. I once found children’s towels and umbrellas in a Chicago showroom that carried mostly gourmet food (they drew me in with salsa samples).
Barbara
Go into all of the showrooms. You never know what will be in the corner and where the next best thing will come from. Be sure to explore. A lot of showrooms will want to set up an appointment, but you might not have time. Take a little notebook so you can remember what you saw and make fast notes.
Socialize. Plan on attending some of the special events even if you are tired. You’ll be able to meet other retailers and maybe even get new ideas.
Monday, November 30, 2009
Tuesday, November 17, 2009
Mark Your Calendars For Kind + Jugend 2010
posted by Mary Gerlach, associate editor
Last year, juvenile industry companies were presented with a dilemma: the ABC Kids Expo and Kind + Jugend were just one day apart. Located in Las Vegas and Cologne, Germany, respectively, the close show dates meant manufacturers and retailers had to hurry between events or choose one over the other. In 2010, Kind + Jugend officials announced, no such travel overlap will occur. The Kind + Jugend show will take place September 16-19, 2010, in Cologne, and the ABC Kids Expo will be October 10-13, 2010, in Las Vegas.
In a press release from Kind + Jugend, Mike Curry, creative director for Bumbleride Strollers said “in the past it has been incredibly difficult to split time between those two shows especially for smaller companies as key employees in our company were forced to be present at both events. I look forward to the separation of the shows next year.” Similar sentiments were shared by Jeff Cornelison, executive vice president of international for Kids II: “We certainly appreciated the time gap between the two major shows. Exhibitors now can use their corporate booth design at both events. It will also make it far easier to properly staff those two major trade shows. We expect to see more fellow North Americans at Kind + Jugend based on those date changes.”
Last year, juvenile industry companies were presented with a dilemma: the ABC Kids Expo and Kind + Jugend were just one day apart. Located in Las Vegas and Cologne, Germany, respectively, the close show dates meant manufacturers and retailers had to hurry between events or choose one over the other. In 2010, Kind + Jugend officials announced, no such travel overlap will occur. The Kind + Jugend show will take place September 16-19, 2010, in Cologne, and the ABC Kids Expo will be October 10-13, 2010, in Las Vegas.
In a press release from Kind + Jugend, Mike Curry, creative director for Bumbleride Strollers said “in the past it has been incredibly difficult to split time between those two shows especially for smaller companies as key employees in our company were forced to be present at both events. I look forward to the separation of the shows next year.” Similar sentiments were shared by Jeff Cornelison, executive vice president of international for Kids II: “We certainly appreciated the time gap between the two major shows. Exhibitors now can use their corporate booth design at both events. It will also make it far easier to properly staff those two major trade shows. We expect to see more fellow North Americans at Kind + Jugend based on those date changes.”
Wednesday, November 11, 2009
Pantone Spring 2010 Color Forecast
posted by Mary Gerlach, associate editorTalk to enough children’s apparel designers and you’ll notice a trend: they look to the runways of New York, Pair and Milan for design and color inspiration. Pantone, meanwhile, does the same. Looking to fashion and deign, color trend reports are a guiding force for designers and retailers. Here’s a look at the Pantone Fashion Color Report for Spring 2010.
The top colors for women’s fashion for spring 2010 are:
PANTONE 15-5519 Turquoise
PANTONE 18-1661 Tomato Purée
PANTONE 16-1543 Fusion Coral
PANTONE 16-3320 Violet
PANTONE 16-1219 Tuscany
PANTONE 12-0642 Aurora
PANTONE 18-3945 Amparo Blue
PANTONE 12-1107 Pink Champagne
PANTONE 17-0627 Dried Herb
PANTONE 15-0513 Eucalyptus
According to this season’s report, vibrant brights add a sense of excitement to the palette, especially when set against practical neutrals that provide a safety net for cautious consumers.
Spring and summer naturally evoke feelings of calm ocean waters and tranquil beach vacations in cool, vibrant, tropical Turquoise. This soothing hue from the blue-green family conjures feelings of escape, especially when paired with Amparo Blue. With more warmth than the typical spring navy, this particular shade of blue is extremely appealing because of its brighter, more energetic attitude. Like the scent of a blossoming flower, Violet lends a romantic air to the warm-weather palette. This intriguing purplish hue is a distinctive addition to any wardrobe.
Yellow has made its mark on fashion and spring will further this trend with gleaming Aurora. Reminiscent of the first glimpse of yellow as the sun begins to rise over the horizon, this shimmering, slightly greenish yellow adds a bold infusion. Energy continues to surge throughout the warmer hues, leading to provocative Fusion Coral. This inviting orange connects directly to tangy Tomato Purée, this season’s classic red. Pair it with Turquoise for a retro look.
Thoughtful, cautious neutrals provide a dependable backbone to the brights of spring. Kick back and enjoy the bubbly luxury of Pink Champagne. This delicate, wispy tint is the season’s newest neutral. The melding of Pink Champagne, Tomato Purée and Amparo Blue is a refreshing take on the classic springtime combination of red, white and blue.
Three additional neutrals round out the palette. Tuscany, a warm beige hue, provides the perfect backdrop and works well as a solid base with dynamic accents like Fusion Coral or Violet. Dried Herb is the ultimate green neutral, pairing well with all other colors. Ideal for bigger ticket items, cool Eucalyptus is the eternal, practical gray. Choose this nuanced neutral and add brightly colored exclamation points in shoes, jewelry and handbags.
For more information about the report and to read about Pantone’s other color resources, visit www.pantone.com.
Wednesday, November 4, 2009
5 Things I Love About Atlanta Apparel
posted by Mary Gerlach, associate editor
Last month, I had the pleasure of attending the October Atlanta Apparel Market at AmericasMart. I was really looking forward to my trip because I love Atlanta, and AmericasMart has always proved to be a wonderful source of inspiration. While the focus of the entire market is on apparel, visitors to Children’s World on the 13th floor will see more than apparel. Furniture, gifts, maternity lines and toys all offer resources for cross merchandising your store. Many of the apparel companies you see in the October/November apparel article are available in AmericasMart, and I found them with the help of showroom managers and rep groups.
Here are a few things I love about Atlanta’s AmericasMart and the Apparel Market:
1. The People: This goes without saying, the people of AmericasMart and its showrooms are beyond helpful and always willing to share their insights. Harriett Smith of Miss Harriett & Co. and I spoke for nearly an hour about her lines, changes in the market and how she works with retailers to help them curate their stores.
2. The Variety: While I was in Miss Harriett’s showroom, the variety of lines available in AmericasMart was evident. I spoke with Meghan Hampton and Mai-Lis Bahr of Polka Dot Tot Couture about their traditional line of apparel with a special collar to keep tops clean, and I previewed the Right Bank Babies line, a smart line of contemporary, trendy children’s clothes. Both lines, different in style, can appeal to the same young mother and have their places in the children’s market. Traditional and contemporary do not have to fight against each other. Likewise, the showrooms in AmericasMart offer apparel that span trends. Connie Todd, the subject of our last retailer profile, shared with us that she too likes Atlanta for this very reason -- a mix of traditional apparel with a healthy dose of contemporary.
3. The Knowledge: I had a chance to sit down with Larry Lucas of the Larry Lucas Showroom. Having been both a retailer and a rep group owner, Larry is a valuable resource for retailers looking for the right mix of children’s products and manufacturers who can rely on his product expertise. Prior to our sit down, Larry took part in a panel discussion about the industry with retailers Nancy Jackson and Diane Bailey. Together, the three answered questions from an inquisitive audience and happily shared their knowledge with other retailers.
4. The Other 12 Floors: Children’s World is just one floor, but children’s products can pop up in the most unexpected places. In fact, I found swimwear from Snapper Rock on a temporary floor. Tara Tuschunski King, AmericasMart media relations senior manager, explained to me as we toured Building 3 that Children’s World the brand is expanding beyond Children’s World the floor. AmericasMart has found children’s merchandise in furniture and gift showrooms, and encourages buyers to explore the market beyond the 13th floor. Beyond Building 3, children's products are available in the gift and home showrooms of the other AmericasMarts buildings.
5. The Product Mix: You can get everything in Atlanta. Showroom upon showroom is filled with more than just apparel. Carolina Baby, for example, carries Boon high chairs, Dandelion recycled tableware and Kee-Ka layette. Furniture from Green Frog Art and bedding from Doodlefish are available alongside accessories from Fashion Angels and shirts for mom from PeaceLoveMom.
The next Apparel Market takes place January 21-25, and the next Gift & Home Furnishings Market is just days before on January 6-13.
Last month, I had the pleasure of attending the October Atlanta Apparel Market at AmericasMart. I was really looking forward to my trip because I love Atlanta, and AmericasMart has always proved to be a wonderful source of inspiration. While the focus of the entire market is on apparel, visitors to Children’s World on the 13th floor will see more than apparel. Furniture, gifts, maternity lines and toys all offer resources for cross merchandising your store. Many of the apparel companies you see in the October/November apparel article are available in AmericasMart, and I found them with the help of showroom managers and rep groups.
Here are a few things I love about Atlanta’s AmericasMart and the Apparel Market:
1. The People: This goes without saying, the people of AmericasMart and its showrooms are beyond helpful and always willing to share their insights. Harriett Smith of Miss Harriett & Co. and I spoke for nearly an hour about her lines, changes in the market and how she works with retailers to help them curate their stores.
2. The Variety: While I was in Miss Harriett’s showroom, the variety of lines available in AmericasMart was evident. I spoke with Meghan Hampton and Mai-Lis Bahr of Polka Dot Tot Couture about their traditional line of apparel with a special collar to keep tops clean, and I previewed the Right Bank Babies line, a smart line of contemporary, trendy children’s clothes. Both lines, different in style, can appeal to the same young mother and have their places in the children’s market. Traditional and contemporary do not have to fight against each other. Likewise, the showrooms in AmericasMart offer apparel that span trends. Connie Todd, the subject of our last retailer profile, shared with us that she too likes Atlanta for this very reason -- a mix of traditional apparel with a healthy dose of contemporary.
3. The Knowledge: I had a chance to sit down with Larry Lucas of the Larry Lucas Showroom. Having been both a retailer and a rep group owner, Larry is a valuable resource for retailers looking for the right mix of children’s products and manufacturers who can rely on his product expertise. Prior to our sit down, Larry took part in a panel discussion about the industry with retailers Nancy Jackson and Diane Bailey. Together, the three answered questions from an inquisitive audience and happily shared their knowledge with other retailers.
4. The Other 12 Floors: Children’s World is just one floor, but children’s products can pop up in the most unexpected places. In fact, I found swimwear from Snapper Rock on a temporary floor. Tara Tuschunski King, AmericasMart media relations senior manager, explained to me as we toured Building 3 that Children’s World the brand is expanding beyond Children’s World the floor. AmericasMart has found children’s merchandise in furniture and gift showrooms, and encourages buyers to explore the market beyond the 13th floor. Beyond Building 3, children's products are available in the gift and home showrooms of the other AmericasMarts buildings.
5. The Product Mix: You can get everything in Atlanta. Showroom upon showroom is filled with more than just apparel. Carolina Baby, for example, carries Boon high chairs, Dandelion recycled tableware and Kee-Ka layette. Furniture from Green Frog Art and bedding from Doodlefish are available alongside accessories from Fashion Angels and shirts for mom from PeaceLoveMom.
The next Apparel Market takes place January 21-25, and the next Gift & Home Furnishings Market is just days before on January 6-13.
Thursday, October 22, 2009
Spring 2010 Apparel Trends
posted by Mary Gerlach
Stylesight is a trend forecasting firm, and its children's editor Khalym Schell was kind enough to provide our readers with her insights into apparel trend for lil' ones for spring 2010. Here are her thoughts:
For Spring 2010, pattern play and juxtaposition of contrasting elements are strong messages seen throughout all collections, along with the use of impactful color stories to update long-wearing basics. In a season where every penny counts, manufacturers can keep prices down by updating simple basics with bold color combos, print mixing and witty styling. Many brands are cutting costs with unisex collections, which just so happens to be on trend for Spring 2010 with the influx of bright unisex hues and tomboy looks for girls.
Thrifty consumers are also more style savvy, and what used to be a traditional summer items can be worn year round with seasonless colors, sturdy cottons, layered knits, and the right legwear. On the runway designers drew inspiration from various eras to create Spring 10 collections: top themes of the season were flea market, anchors away, rave scene and garden party.
Flea Market - Bohemian styling with eclectic pattern mixing and ethnic touches. Relaxed layers of casual and tailored silhouettes, in a mix of floral and ethnic motifs.
Anchors Away - Fresh takes on summer country club dressing with nautical influences. Sailor stripes, tonal plaids and narrative prints were mixed and matched in a classic red, white and blue story.
Rave Scene - A mix of '80s pop and rave culture influence intense colors and punk-y silhouettes. Exploding graphics for tees come in graphic black and white combinations with shots of fluorescents. Black denim gives it a rocker edge.
Garden Party (just for girls) – Tea parties and flower gardens inspire cake-like dresses and tutus with sweet details. Lace gloves and nylon leggings give confection-like shapes an '80s party girl edge
Stylesight is a trend forecasting firm, and its children's editor Khalym Schell was kind enough to provide our readers with her insights into apparel trend for lil' ones for spring 2010. Here are her thoughts:
For Spring 2010, pattern play and juxtaposition of contrasting elements are strong messages seen throughout all collections, along with the use of impactful color stories to update long-wearing basics. In a season where every penny counts, manufacturers can keep prices down by updating simple basics with bold color combos, print mixing and witty styling. Many brands are cutting costs with unisex collections, which just so happens to be on trend for Spring 2010 with the influx of bright unisex hues and tomboy looks for girls.
Thrifty consumers are also more style savvy, and what used to be a traditional summer items can be worn year round with seasonless colors, sturdy cottons, layered knits, and the right legwear. On the runway designers drew inspiration from various eras to create Spring 10 collections: top themes of the season were flea market, anchors away, rave scene and garden party.
Flea Market - Bohemian styling with eclectic pattern mixing and ethnic touches. Relaxed layers of casual and tailored silhouettes, in a mix of floral and ethnic motifs.
Anchors Away - Fresh takes on summer country club dressing with nautical influences. Sailor stripes, tonal plaids and narrative prints were mixed and matched in a classic red, white and blue story.
Rave Scene - A mix of '80s pop and rave culture influence intense colors and punk-y silhouettes. Exploding graphics for tees come in graphic black and white combinations with shots of fluorescents. Black denim gives it a rocker edge.
Garden Party (just for girls) – Tea parties and flower gardens inspire cake-like dresses and tutus with sweet details. Lace gloves and nylon leggings give confection-like shapes an '80s party girl edge
Tuesday, October 6, 2009
Retailer Help
posted by Mary Gerlach
In each issue of Giftware News, Baby & Kids’ sister publication, Mike Russo, president of the Gift Association of America, answers reader questions and offers retailing advice. His advice crosses categories and much of can be applied to any specialty retailer. Here’s a look at a few questions from last month’s column.
Help! As the holiday season approaches, we are getting more and more concerned. We do not want a repeat of last year where we had to cut our prices so drastically. Can you give us some ideas for protecting our bottom line?
In my seminar, “Christmas Merchandising: Science or Chance,” I discuss a variety of key issues for ensuring a strong holiday selling season. The first point I address is early setup. I have always been an advocate for having the holiday merchandise customer-ready by October 1. This year, I have noticed many big-box stores as well as some independent retailers offering holiday items throughout the summer. One retailer was just handing out candy canes to plant the seeds about the holidays. Others actually had a portion of the holiday shop set and ready to go. I am not sure if they were offering leftovers from last year or merchandise purchased for early arrival. The key point is that they saw the need to expose the merchandise early.
Another area to address is the reserve stock. All holiday-themed merchandise should be out on the selling floor. This is the time to “stack it high and watch it fly.” I have seen too many instances where inventory was left in the stock room and sales were lost. During busy periods, no one has time to replenish the shelves. Then the merchandise is forgotten until the maximum traffic opportunities have passed. This leads to markdowns that could have been avoided.
Promotions are always going to be with us, but I do not think they have to be the type that put you in the red. Your assortment plans should include regularly priced merchandise as well as a strong presentation of items that were purchased for promotion. If you see items or categories underperforming, mark them down immediately. Do not hang on to slow movers in the hope that they will sell once the peak traffic period has begun.
You should be paying particular attention to your initial markup. Even if you purchased merchandise at promotional prices, you should set your initial retail prices using the regular cost and not the discounted cost you negotiated with your vendor. It is also important to establish the actual retail price to your customer before you offer it for promotion. This keeps you within the law when showing the regular price versus the sale price. If you never offered the items at the regular price you are stating, you cannot say that you did. Also, the customer will be able to appreciate the savings if there is a true comparison. I suggest having regularly priced items on the selling floor for at least two weeks prior to offering the discounted price. Setting up your shop early will give you plenty of time for establishing credible pricing practices.
Help! We are surrounded by competition. How do we survive when we cannot lower our prices as much as our competition?
This problem is as old as retail itself. In my opinion, the solution lies in your assortment planning and your image. If your image is to reflect a promotional shop, every item must be offered at a sale or promotional price. However, if you are not seeking to be known as a promotional retailer, the solution lies in your assortment plan. Your assortment plan should include basic merchandise (merchandise your customer expects to find in your shop and purchases regularly), promotional merchandise (special purchases, slow-selling inventory that has been marked down, end-of-season specials, etc.), volume-producing items (items that sell in quantity — day in, day out) and a category I call reach items. These reach items are items that are slightly above your regular price line and style. You must always be challenging your customer to try new things. Reach items are items that test the customers’ willingness to purchase items that are a higher caliber than normally found in the store. I suggest reserving approximately 15 percent of your open-to-buy for this category. You never know how much your customer is willing to spend unless you dangle the carrot in front of him or her, and you will not know how open your customers are to new concepts and ideas unless you test them.
Once you are comfortable with your assortment plan and pricing strategy, you need to focus on areas where you treat your customers differently than your competition. You must give your customer a reason for returning and/or spreading your good name to friends and family. The issue is not always price. Convenience and top-quality customer service is more important than saving a few pennies here or there.
The next project I would address is shopping your competition to find out what they are not doing and offering that particular service if possible. For example, a few years ago, some big-box stores decided to eliminate layaway from their customer offerings. The independent retailers who picked up on this mistake did very well because they were able to attract customers who preferred to pay cash and used the layaway service to accomplish their goals. Guess what? The big-box stores who tossed out the layaway program are reinstating it. The big-box stores violated the number-one rule in retailing; that rule states, “Listen to the customer.”
You should not fear your competition. Instead, let your competition be your teacher. You can learn as much about what to do as what not to do if you pay close attention. A good rule to follow is this: If it doesn’t make sense (like tossing out a successful layaway program), think twice or three times before you do it. Surveying your customers is another way to keep in tune with their wants and needs. When in doubt, it is always good to ask.
Help! I find the seminars offered by some of the markets to be useless. Either there is a high-powered celebrity talking about concepts and classifications that are over my head (and my customers’ pocketbooks) or the presentations are more of the same old thing we have heard for years. How can we get the markets to offer more meaningful programs?
It is a known fact that some celebrities attract crowds, and the various marts want to attract as many buyers to their particular shows as they possibly can. If bringing a celebrity to the market fills that need, I find nothing wrong in this strategy. However, if the presentation is not geared properly toward the audience, it is nothing more than a self-serving exercise. The celebrity may want to push a book or a product line that is beyond the scope of what the audience needs or wants. The presenter should address issues apropos to the audience’s needs, especially at a specific trade event.
Although I am not familiar with the various shows you attend, I can comment on your frustration with hearing “the same old thing.” In my opinion, this may tie to budget issues. Everyone is tightening their belts, and market centers are no different. Speaker fees range from one extreme to another. In some instances, quantity rather than quality may be the issue. However, I cannot offer a definite statement concerning the quality of any speaker because I do not know the criteria used at every market. My experience does allow me to say that budget can be an issue.
I suggest that you contact the merchandise center or centers that you frequent and share your concerns. In addition to your concerns, I suggest that you offer some topics for consideration. If you know other buyers who share your frustrations, ask them to write as well. The markets want buyers to attend the shows, so they should pay close attention to the requests made, providing they are articulated appropriately and sensible in their demands. If we have learned anything from this economy, it is that we must listen to the customer and be ready
to adapt to changing times and customer need.
In each issue of Giftware News, Baby & Kids’ sister publication, Mike Russo, president of the Gift Association of America, answers reader questions and offers retailing advice. His advice crosses categories and much of can be applied to any specialty retailer. Here’s a look at a few questions from last month’s column.
Help! As the holiday season approaches, we are getting more and more concerned. We do not want a repeat of last year where we had to cut our prices so drastically. Can you give us some ideas for protecting our bottom line?
In my seminar, “Christmas Merchandising: Science or Chance,” I discuss a variety of key issues for ensuring a strong holiday selling season. The first point I address is early setup. I have always been an advocate for having the holiday merchandise customer-ready by October 1. This year, I have noticed many big-box stores as well as some independent retailers offering holiday items throughout the summer. One retailer was just handing out candy canes to plant the seeds about the holidays. Others actually had a portion of the holiday shop set and ready to go. I am not sure if they were offering leftovers from last year or merchandise purchased for early arrival. The key point is that they saw the need to expose the merchandise early.
Another area to address is the reserve stock. All holiday-themed merchandise should be out on the selling floor. This is the time to “stack it high and watch it fly.” I have seen too many instances where inventory was left in the stock room and sales were lost. During busy periods, no one has time to replenish the shelves. Then the merchandise is forgotten until the maximum traffic opportunities have passed. This leads to markdowns that could have been avoided.
Promotions are always going to be with us, but I do not think they have to be the type that put you in the red. Your assortment plans should include regularly priced merchandise as well as a strong presentation of items that were purchased for promotion. If you see items or categories underperforming, mark them down immediately. Do not hang on to slow movers in the hope that they will sell once the peak traffic period has begun.
You should be paying particular attention to your initial markup. Even if you purchased merchandise at promotional prices, you should set your initial retail prices using the regular cost and not the discounted cost you negotiated with your vendor. It is also important to establish the actual retail price to your customer before you offer it for promotion. This keeps you within the law when showing the regular price versus the sale price. If you never offered the items at the regular price you are stating, you cannot say that you did. Also, the customer will be able to appreciate the savings if there is a true comparison. I suggest having regularly priced items on the selling floor for at least two weeks prior to offering the discounted price. Setting up your shop early will give you plenty of time for establishing credible pricing practices.
Help! We are surrounded by competition. How do we survive when we cannot lower our prices as much as our competition?
This problem is as old as retail itself. In my opinion, the solution lies in your assortment planning and your image. If your image is to reflect a promotional shop, every item must be offered at a sale or promotional price. However, if you are not seeking to be known as a promotional retailer, the solution lies in your assortment plan. Your assortment plan should include basic merchandise (merchandise your customer expects to find in your shop and purchases regularly), promotional merchandise (special purchases, slow-selling inventory that has been marked down, end-of-season specials, etc.), volume-producing items (items that sell in quantity — day in, day out) and a category I call reach items. These reach items are items that are slightly above your regular price line and style. You must always be challenging your customer to try new things. Reach items are items that test the customers’ willingness to purchase items that are a higher caliber than normally found in the store. I suggest reserving approximately 15 percent of your open-to-buy for this category. You never know how much your customer is willing to spend unless you dangle the carrot in front of him or her, and you will not know how open your customers are to new concepts and ideas unless you test them.
Once you are comfortable with your assortment plan and pricing strategy, you need to focus on areas where you treat your customers differently than your competition. You must give your customer a reason for returning and/or spreading your good name to friends and family. The issue is not always price. Convenience and top-quality customer service is more important than saving a few pennies here or there.
The next project I would address is shopping your competition to find out what they are not doing and offering that particular service if possible. For example, a few years ago, some big-box stores decided to eliminate layaway from their customer offerings. The independent retailers who picked up on this mistake did very well because they were able to attract customers who preferred to pay cash and used the layaway service to accomplish their goals. Guess what? The big-box stores who tossed out the layaway program are reinstating it. The big-box stores violated the number-one rule in retailing; that rule states, “Listen to the customer.”
You should not fear your competition. Instead, let your competition be your teacher. You can learn as much about what to do as what not to do if you pay close attention. A good rule to follow is this: If it doesn’t make sense (like tossing out a successful layaway program), think twice or three times before you do it. Surveying your customers is another way to keep in tune with their wants and needs. When in doubt, it is always good to ask.
Help! I find the seminars offered by some of the markets to be useless. Either there is a high-powered celebrity talking about concepts and classifications that are over my head (and my customers’ pocketbooks) or the presentations are more of the same old thing we have heard for years. How can we get the markets to offer more meaningful programs?
It is a known fact that some celebrities attract crowds, and the various marts want to attract as many buyers to their particular shows as they possibly can. If bringing a celebrity to the market fills that need, I find nothing wrong in this strategy. However, if the presentation is not geared properly toward the audience, it is nothing more than a self-serving exercise. The celebrity may want to push a book or a product line that is beyond the scope of what the audience needs or wants. The presenter should address issues apropos to the audience’s needs, especially at a specific trade event.
Although I am not familiar with the various shows you attend, I can comment on your frustration with hearing “the same old thing.” In my opinion, this may tie to budget issues. Everyone is tightening their belts, and market centers are no different. Speaker fees range from one extreme to another. In some instances, quantity rather than quality may be the issue. However, I cannot offer a definite statement concerning the quality of any speaker because I do not know the criteria used at every market. My experience does allow me to say that budget can be an issue.
I suggest that you contact the merchandise center or centers that you frequent and share your concerns. In addition to your concerns, I suggest that you offer some topics for consideration. If you know other buyers who share your frustrations, ask them to write as well. The markets want buyers to attend the shows, so they should pay close attention to the requests made, providing they are articulated appropriately and sensible in their demands. If we have learned anything from this economy, it is that we must listen to the customer and be ready
to adapt to changing times and customer need.
Monday, August 31, 2009
ABC Excitement
posted by Mary Gerlach, associate editor
The Baby & Kids editors attending the ABC Kids Expo answer. What are you most excited about during the ABC Kids Expo? (Associate Editor Stephanie Hunsberger will be busy running and organizing a 5K for The Lexi Kazian Foundation). Tell us what you’re looking forward to in the comments, too.
Ashley:
I'm looking forward to meeting with first-time exhibitors at this year's ABC Kids Expo. A new exhibitor's excitement is truly palpable and contagious to all attendees! I find that fresh-faced companies take the utmost pride in displaying their products; they are eager to show everything they have to offer, and they often inspire other exhibitors to reignite their passion for the industry.
Barb:
I've always enjoyed attending new shows for the first time. I'm looking forward to seeing all the creative designs and innovative products being introduced in the baby and kids field. I think it's interesting that more and more companies are looking toward fashion trends and incorporating them into their lines.
Mary:
I’m most excited about producing the Official ABC Show Dailies. We’ve put so much hard work into these Dailies, and I can’t wait to see the words on the printed page! Plus, Barb, Ashley and I are all magazine writers used to long deadlines and time to plan. I think it’ll be fun to produce a daily publication and try something new.
The Baby & Kids editors attending the ABC Kids Expo answer. What are you most excited about during the ABC Kids Expo? (Associate Editor Stephanie Hunsberger will be busy running and organizing a 5K for The Lexi Kazian Foundation). Tell us what you’re looking forward to in the comments, too.
Ashley:
I'm looking forward to meeting with first-time exhibitors at this year's ABC Kids Expo. A new exhibitor's excitement is truly palpable and contagious to all attendees! I find that fresh-faced companies take the utmost pride in displaying their products; they are eager to show everything they have to offer, and they often inspire other exhibitors to reignite their passion for the industry.
Barb:
I've always enjoyed attending new shows for the first time. I'm looking forward to seeing all the creative designs and innovative products being introduced in the baby and kids field. I think it's interesting that more and more companies are looking toward fashion trends and incorporating them into their lines.
Mary:
I’m most excited about producing the Official ABC Show Dailies. We’ve put so much hard work into these Dailies, and I can’t wait to see the words on the printed page! Plus, Barb, Ashley and I are all magazine writers used to long deadlines and time to plan. I think it’ll be fun to produce a daily publication and try something new.
Subscribe to:
Posts (Atom)
