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Fleet Feet West Chester

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Fleet Feet West Chester

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Fleet Feet West Chester Project Spotlight

We're proud to share with you some photos and details of a recent store design we've completed in West Chester, Ohio owned by Frank and Stacey DeJulius.

With input from them on what the priorities were in their new store, we took a different approach on merchandising some of their key product categories, for example:

We focused and curated the apparel section which is heavy on mannequins and lighter than usual on apparel inventory. Many apparel pieces are highlighted on a mannequin to make it easier to shop and get inspired by pre-selected outfits that their customers can grab quickly and without too much effort.

We chose a light color palette for the store in general so we could really make a few sections stand out such as the light box cash wrap sign which is a bold statement piece. Another highlighted section is the faux brick wall on the back of the store, as a backdrop for the running shoes sections.

A few thoughts from Frank on the new store...
This store is different from our others because it has a clear design focus and theme. It’s also much smaller, more modern.

With a smaller square footage, (about 1150sq. ft.) we had to make every inch count and really pare down our selection to our best sellers in terms of apparel, accessories and footwear. We also had to make the entire store very compelling and interesting to offset the small size.

I began working for Fleet Feet Cleveland in 2004 and outside of a 1 year stint working for Zoot Sports in California I have been with Fleet Feet ever since, in multiple locations, training before eventually buying Fleet Feet Cincinnati in 2012 when it was just one store. I'm a competitive endurance athlete and love the culture of Fleet Feet along with the fact that it is also a very prosperous business.

Frank & Stacey really had their hands full with all of the work that comes with a new baby, who was born in the middle of the store opening process (big congrats to Frank & Stacey!) In addition to the baby, they had to deal with a horrible flood of the store days before they were to open. They've handled both like champs and the store is open and doing great!

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One unique design feature used in the store are these wall mounted wood panels that highlight various shoes and have local trails printed on the face. They turned out really sharp! In addition to the local topo map prints on the panels, we're displaying the trail shoes with this custom shoe display that shows the customer the sole of the shoe as well as the upper.

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Another design feature we implemented was these loose sketchy renderings of running shoes printed on a vinyl material and applied around the front window and on front wall of the store. This graphic is a unique combination of modern footwear design work blended with old school original hand drawings by industry veteran, Lou Patterson. These designs are from when he was drawing footwear and apparel illustrations for running publications in the seventies. We dug up some of his old gems to create this one of a kind artwork.

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3 Reasons Why Using Mannequins in Retail Increases Sales Between 10-35 Percent

Mannequins in Marketing: Major Money-Makers for Merchandisers

In the world of fashion merchandising, the number one rule is: The better it is displayed, the better it will sell.

Nowhere is this more obvious than with the use of mannequins in your retail store. Research indicates that apparel sales increase with the use of mannequins by anywhere from 10 to 35 percent, making mannequins one of the best investments you can make for your store.

But why do mannequins work so well? The answers are many, but consider just a few:

1) Mannequins offer your customers a three-dimensional view.

Many customers may have trouble visualizing how an article of clothing will look in real life if it is simply displayed on a hanger. This is particularly true in the case of clothing for women. For instance, mannequins offer an easily relatable view of the positioning of necklines and hemlines.

2) Mannequins create eye appeal and visual interest.

Because clothing displayed on a mannequin stands out from a rack of similarly fashioned apparel, it triggers an emotional purchase response. Some fashion merchandising experts believe this response occurs in as little as seven seconds. At its best, merchandising aims to evoke such an emotional response. When customers engage on an emotional level, sales increase exponentially.

3) Mannequins promote easy upselling opportunities.

Mannequins make it easy to demonstrate entire outfits rather than simply single items of clothing. Adding accessories like jewelry, belts, shoes, and handbags encourages shoppers to make additional purchases. If you’re in the sportswear world, adding things such as gloves, hats, reflective pieces or water bottles would be a great way to increase your add on sales. Combining multiple store items in this way allows a customer to envision more clearly a completed outfit. Even mannequins included on wall displays can work for this purpose if apparel is layered or accessorized properly.

The Bottom Line

Mannequins are unique in their ability to engage customers. They provide strong visual appeal, and trigger an emotional purchase response. Increasing sales by as much as 35 percent, they are an investment worth every penny.

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Good Merchandising Will Help You Sell More Product

The Impact Good Merchandising Has On Your Sales May Surprise You

Have you ever walked into a hardware store or an auto parts store and stood scratching your head, wondering which direction to go to find that one tiny part or piece you need? Maybe you have found yourself in a retail or sporting goods store, trying to figure out where on earth to find golf balls or spikes & poles to set up a volleyball net for your July 4th bash. We have all probably found ourselves in situations similar to the ones listed above or other equally daunting tasks at one time or another.

What is the one thing in all the above circumstances that could make finding that 'needle in a haystack', so to speak, a little less frustrating? The answer is MERCHANDISING! When you walk into a large store, finding something you need or finding a salesman to help you out are difficult tasks. However, with effective usage of signage throughout an establishment, store navigation and satisfied consumers could be as simple as color coding or placement.

Another effective way to merchandise products in a way that may encourage customer purchases is through proper presentation of apparel, household items, sporting goods, etc. on well-designed, merchandise-friendly racks and fixtures. A well-placed wall fixture or specialized product rack, coupled with colorful, eye-catching signage promoting price points and other pertinent information could be the difference between a buyer and a browser!

With so many retail options and different product types being thrown at us through media representation, whether in commercial form, print ads, or internet sales & promotions, sales establishments need to present their best face through well-thought-out merchandising and advertising techniques and budgets. The impact good merchandising has on your sales will not only surprise you, it will make your customers happier, therefore increasing the likelihood of high sales retention and customer loyalty.

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