On Monday, Collin, Tony and I met at Pineville mall to carpool to the Asheville and Hickory stores. On the way, we looked at the weekly results for the Asheville store. We were able to see not only how many units sold last week, but also how many were sold two weeks ago, three weeks ago, and four weeks ago. We also analyzed the sell thru for each item and compared how many we had on hand last week compared to last year. It is necessary to understand which items are selling well, which are not, and recognize if the merchandize can be displayed more appropriately to drive store results. We also looked at the market share for the Asheville store to see if Belk has gained or lost market share to the Dillard’s at the mall. Asheville is a high capacity store, however because all the promotional mesh and interlock was in the aisle, the mesh wall and fixtures looked barren. In order to strengthen the mesh wall, we took the solid regular price mesh which was on the P200 fixture and filled in the mesh wall. Using knowledge we gained the previous week, Collin and I were able to color block the wall, ensuring that the line of sight shelves looked incredible while consolidating colors that had sold down on the lower shelves. Our next task was to create an area where customers could shop casual shorts. We wanted to make sure that the shop flowed from sale to active to casual wear to dressy. By doing so, customers would be able to easily shop for what they need. We moved and folded down the Fielding Tartan shorts as well as the Bradbury Seersucker shorts, placing them in the dressy area. These shorts were placed next to a rounder which held wovens which could easily be paired with the shorts for a pulled-together look. While Tony worked on the clearance section, Collin and I placed the Gellar Classic Cargo shorts on a ballet bar with short-sleeved button downs. The store had sold down the tissue shorts which had to be moved to a small ballet bar. Our goal was to place the merchandize in a way which made the fixtures look full and also flowed from category to category while using life styling. Our last task was to dress three mannequins which stood in front of the dressing rooms. These mannequins were located in the center of the shop, so we wanted them to be merchandized well to act as a focus group. The other mannequins were located behind the concept tables, displaying new merchandize from the Havana Club and Northport group. We ended by touring the mall and visiting our competitor stores. Next, we visited the Hickory Polo shop. Like Asheville, Hickory has high capacity fixtures; therefore we wanted to arrange the clothing in a way to make the store look like it had more volume. We started out by unpinning clearance wovens and hanging them. The mesh wall had large piles of yellow polos at the bottom; therefore we inter-mixed the yellow with the other mesh and pulled the back stock to give the appearance of more volume. The store did not have Havana set up; instead it had 30% off merchandize on a corner concept table. We moved the sale merchandize from the table and began gathering the polos and shorts to create Havana. Unfortunately, the store only received the classic fit polos for the group so we had to use a little creativity when merchandizing the table. We placed the polos on the table and laid the reversible green bleeker shorts with the tan and cream front flat chinos on the bench. After the display was set, we completed the 30% off fixture. We mixed graphic tees with polos and shorts in order to fill it and placed the sale hats on top.
---Meredith Pugh
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