“We want to put in new merchandise as fast as possible, we don’t want to look like a chain store. We also try to tie in our window displays to events, like holiday, but also things going on in the area.”
Paco Underhill, the retail expert and author of “Why We Buy,” writes that a retailer can’t ever forget that a shopper’s attention span is very limited and their ability to focus on things like signs and window displays is fleeting. The average shopper may only spend one-and-a-half seconds reading a sign and that means anything more than three or four words goes unread.
6. How Can Marketing, Advertising and Promotions Boost Sales?
Putting the “special” in “specialty” means “trying to define yourself from the mall,” which is a huge struggle for many, especially in terms of discounting, according to Gelfuso. “You have to create an environment that is unique” and caters to independent thinkers and early-adopters, which tends to harness buying power in the sector.
Word of mouth is important in helping consumers find the “hidden jewel” specialty shops, while other incentives like wine and cheese parties can drive traffic in. Gelfuso points to E Street Denim, which raises the store’s visibility with cause-related marketing. Owner Thomas George “doesn’t do any advertising except for his charity for autism,” tying in events like concerts benefiting Autism Speaks into raising visibility for the store.
Another promotional method is annual or semi-annual sales, which give the consumer an opportunity to revisit a store once or twice a year. If inventory is an issue, a store can use the opportunity to “freshen” the floor by creating novelties, such as trimming a pair of jeans that didn’t sell into a cuter pair of cutoff shorts. Semi-annual and annual sales can be advertised via Facebook, which attracts a “younger, sophisticated crowd,” added Gelfuso. And Rudes of J Brands says don’t forget special events. “We sell more at an event than at any other time.”
7. How Do You Put It All Together to Sell More Denim?
A lot about selling denim is just good ol’ retail common sense. The fundamental rules apply, regardless of what the product is. You need to talk to your suppliers, your reps and other retailers as often as you can. But denim does have its own distinctive characteristics that require some special TLC so you need to always be aware of how this category different from all the others.
The death of the denim market has been predicted almost since Levi Strauss’ time. But though it’s had its ups and downs, denim remains a core business for most specialty retailers and that’s not likely to change. Said Thomas George of E Street Denim: “The denim business isn’t going anywhere.”
March/April 2011 21
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