Robert Brink - Writer

Merchandising 101 Part II: Softgoods

January 6, 2006 | Skip To The Comments (0)

Merchandising 101 Part II: Softgoods Merchandising
By Rob Brink
TransWorld Skateboarding Business June 2004

Skateboard apparel and softgoods can be a bit trickier to sell through than hardgoods. As usual, shops always have to deal with varying brands being popular from region to region and season to season.

A skateboard shop's customers are also growing physically. Meaning a younger, smaller generation of size 32 jeans and a small tee, might soon become size 34 jeans and size large tee in less than a year or so.

When considering which clothing brands to carry, a fledgling shop (but all shops for that matter) should look for vendors with strong marketing (branding), good pricing, timely delivery, and an excellent sell through. Albert Rosario, merchandising manager for LRG clothing, says “Always know what your customer buy's but don't be afraid to bring in a variety of specialty items to add some flavor.”

Clothing is the one item that is most likely to be purchased by a non-skateboarder. So with the decisions made as to what brands and how much of it your shop will carry, here are some simple, but proven ways from the experts to sell more soft goods and have your store looking organized, presentable, and properly merchandised at the same time.

Quiksilver, Roxy and Hawk clothing adopt and combine two types of merchandising techniques for their retail locations: “classification” and “boutique” Classification merchandising (all the same type of product together, i.e. jeans) tends to sell only the one type of product while boutique merchandising (showing only outfits) tends to sell only the outfit shown. “Whether a skate shop merchandises by brand or groups all brands together within a classification,” says Charlie Cotton, merchandising vice president for Quiksilver, Roxy and Hawk, “We always recommend they use a balance between classification and boutique merchandising. We combine both techniques, by creating the appeals—table, rack, accessory, and wall.”

The key to outfitting a table is making multiple classifications on the table by grouping various styles in stacks. If the table is a nesting table, pants, jeans, and shorts should generally be on the lower and middle tables. Bottoms should not be on the middle level without being on the lower table. Tops such as wovens, knits and T-shirts should only be on the middle and upper levels. The top level should be for knits and accessories such as hats.

All colors on the table must go together and be visually appealing. The goal is to have outfit options. Generally the color range should go from light to dark, starting from the left. Texture is also important. Similar textures should be shown together such as all denim or all chinos.

Folds are very important to neatness, and presentation. The key to folding is consistency. Tops are folded differently than bottoms. Each folded item should be folded the same way and line up evenly in the stack. A fold showing the logo of each item will embellish the stack. Folds should always be neat and even. Also, with pants and shorts place the larger sizes on the bottom of the stack since they are wider building it like a pyramid.

The key to “rack appeal” is also making multiple classifications on the rack. Texture should be grouped from light to heavy. On a single arm of a fixture a top and a bottom should be hung. The top should be hung in the front with the bottom directly behind it. Ideally one color way of each style should be represented.

The same principles apply to wall appeal as table and rack. There are a few additional points to consider. If there are only shelves—group like styles together with light to dark in color and simple to heavy in texture always. If tops are involved the bottom row should be bottoms or the same as the top row. The top row is an excellent location for T-shirts, especially ones with the same screen print and it also gives the department additional brand identification.

“I am a believer in merchandising all one brand in an area,” says Brian Dunlap, who oversees all soft goods at Podium Distribution. “I think it shows a lot about the brand and gets the kids a chance to understand a little more about them. For the most part I like to see product displayed on its own. Most of our big stores require us to do custom build outs that really helps merchandise the line properly.”

LRG's Rosario says, “We deal more with independent shops, but for chain accounts, we like to team with the buyer or visual person and create P.O.P for them that works best for their stores needs.” “Sometimes you don't have as much creative freedom, because of what the shop's image is already tailored to. If possible we try our best to tailor to each of the chain accounts shops.”

“I think the skate industry boomed for so long that as soon as it pulled back the smallest bit, the smart people realized that they are going to have to work a bit harder to hit the same type of sales from the year previous,” says Dunlap. And it's true: hundreds of retail businesses have proven over the years that proper merchandising is indeed successful—why wouldn't skateboarding be one of them?