Follow het Leaders
every woman her “best-fitting pair of jeans.” Packed with information on fit and silhouette, the guide is informative and visually appealing.
The best part? Bloomingdale’s uses real women as models to demonstrate that you don’t have to be a size 0 to look great in a pair of jeans.
Why: It’s no secret that denim sales have been weak since Fall 2010. Most consumers already own skinny jeans and jeggings and the newest silhouette – the high-rise denim flare – is unlikely to have the same universal appeal.
Rather than downplaying denim, Bloomingdale’s is drawing attention to their assortment by focusing on fit. Understand- ing that women are always on the hunt for a great fitting pair of jeans, Bloomingdale’s ensures that their denim business will remain strong regardless of fly-by-night trends.
3. ModCloth: Get Out the Vote Who: ModCloth What: Be the Buyer Program
ModCloth, an online retailer (
modcloth.com), uses an innova- tive program called “Be the Buyer” in which consumers cast virtual votes for the items they would like to see in the next season’s assortment.
ModCloth showcases an unedited assortment of styles on their site and consumers pick the items they are most likely to purchase. In addition to voting, consumers are encouraged to share their picks with their friends via Facebook and Twitter.
Why: Not only does this program create a bond between the consumer and the etailer, it provides invaluable information on what consumers want to purchase. This means that the assortment that makes the cut should be more profitable.
Lesson Learned: Today’s consumer has been raised on a diet of “The Devil Wears Prada,” “America’s Next Top Model,” and “Project Runway.” Not surprisingly, she is more fluent in the merchandising and design process than ever before.
Inviting her to share her opinion is a great way to build a connection with her and gain valuable insight into her likes and dislikes. Why not use your Facebook page to show her a few items you are considering for your next assortment? Considering a floor move? Let her weigh in with her thoughts — and be sure to ask her back to see the final results.
4. Bloomingdale’s: Fit for All Who: Bloomingdale’s What: The Denim Seeker
Bloomingdale’s has launched an initiative called “The Denim Seeker.” The online guide (
www1.bloomingdales.com/ customerservice/denimfitguide.jsp) promises to find
Reach out to your denim vendors and ask them to provide you with collateral and information on their merchandise. Most importantly, make sure that your sales associates are educated on the styles that you carry.
Plan an evening event in which your associates can try on every style that you carry. As demonstrated by Bloomingdale’s, hearing what real women think about a pair of jeans is a powerful way to drive sales.
Lesson Learned: The average woman tries on 15 pairs of jeans before she finds one that she wants to buy. Not surprisingly, shopping for denim bottoms can be a frustrating experience for many of your customers. Why not follow Bloomingdales’ lead and establish your store as an authority on denim?
Catherine I. Moellering is executive vice president of Tobe, a division of the Doneger Group. Tobe, widely recognized as the industry’s first trend forecasting company, provides its retail clients with consumer-based trend direction, strategic thinking on top-level issues and customized consulting support.
tobereport.com.
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