Merchandise your product as a complete brand, reflective of the “Lifestyle”, “Look” and “Feel” your “core” consumer would like to aspire to when they exit the retailers door. Many times brands do not fully embrace the significance of ensuring that all “pieces” of the merchandising puzzle are pulled together at retail. There are significant advantages to having a complete merchandised brand picture at retail, not the least of which is increased sales/ft 2, and brand equity. This not only involves the product, but also involves the aesthetics and environment in which you place your product. Uniform in design, complete in its message and rich in its environment.
When looking at what makes for a successful merchandising strategy for a brand, one key ingredient is a mixture of vertical product flow, assuming a collection driven product line, blended in an environment which makes purchasing this assortment open and easy to navigate. Many times the downfall to this strategy is out of stock sizing, colors, styles or plannograms that are not held in check. If not company owned, which the bulk are currently not, this is not controlled by the brand and can be very frustrating to deal with when you have laid out a very clear and cohesive merchandising strategy. Nonetheless, it can not be overstated, having a brand merchandising strategy is key to the overall successful sell through of your product at retail.
This is a win-win scenario, as both the brand and the retailers look to have increased inventory turns. It has been proven that an effective merchandising plan increases sales/ft2, represents the brand as a lifestyle, and can provide for a relaxing shopping experience. The reward is the payoff, for the brand, retailer and the consumer…
Merchandise as a “Complete” Brand
Create a “Lifestyle” Environment
Build a “Loyal” Consumer
Drive the Brand…
Enjoy the Ride !
Bryan Smeltzer is a successful consumer products business executive and entrepreneur. He has held executive-level roles in business development, product, and marketing with some of the world's most prestigious brands, including; Oakley, TaylorMade, Adidas, K-Swiss, Schutt Sports, among other international brands. In addition, Mr. Smeltzer founded an apparel brand, successfully running a profitable business for ten years, eventually selling to a VC firm. He currently oversees LiquidMind Inc., a global brand strategy firm that partners with both start-ups and established brands to empower their businesses to think different, be different, drive a passionate culture, and execute relentlessly.