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DO YOU HAVE "FASHION AUTHORITY"?
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Tips for turning your customers into fans
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This is one of a series of articles written by Gail Cottle that offers practical guidelines on successful retailing.
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A few years ago a futuristic-looking device called an iPod hit the shelves, and young people raced to the stores in droves. Part of the reason for the iPod’s success was that Apple Computer had already created a “culture of cool,” meaning that Macintosh devotees were pretty much willing to try out anything that came with an Apple logo. In short, Apple was already viewed by its customers as the authority when it came to hip, cutting-edge technology.
This lesson extends to apparel retailing as well: Once your customer realizes that you have “fashion authority” — that your brand is in tune with the way she sees herself — she will want to be part of your “club.” Not only will she come to your store first, she’ll also accept your guidance in continuing to define her lifestyle, relying on you to suggest new items she may not have thought of on her own.
Becoming an authority starts with focused thinking in defining the target market. Apple didn’t set out to be the computer authority. The company wanted to be the authority for artsy types — and ended up with a customer loyalty that borders on fanaticism. Similar examples can be found in fashion retailing: Chico’s appeals to boomers with a flair for style, Hollister attracts hip teenagers and Banana Republic targeted professional 30-somethings and wound up with an even broader appeal.
So how does a retailer go about gaining fashion authority? Listed below are some guidelines for ensuring that your brand has the credibility to make it irresistible to your customers.
Give your merchandiser the power of a dictator.
Becoming a fashion authority is not for the timid. Many retailers try to offer a wide range of products in the hope that some part of their assortment will stick, but this strategy is a surefire way of diluting a store’s authority. The biggest risk in merchandising is not taking a risk. If you want to appeal to your customer, you have to prove that you have only her in mind.
Merchants have to be unbending in their vision when it comes to deciding what the look for the next season will be. If skirts are going to be the latest “must have” item, the sales floor should be filled with skirts, even if this means reducing space for other clothing items. Your customer should be able to tell what is “in” at a glance. Set the trends and she will come to you first.
Offer a unified message.
A new look that begins in the mind of a visionary merchandiser has to be expressed by the marketing department, the store display team and sales associates working in tandem.
A few years back when The Gap was at the height of its success, the company set out to define a new chinos and white T-shirt look. The plan focused on advertising (energetic TV commercials featuring swing dancers in chinos), store presentation (wall-sized photos showing the new look in its various permutations) and well informed sales associates (fashion authorities in their own right who were walking examples of the new style). The Gap had employees at all levels devoted to a common cause and as a result, The Gap set the trend, with this look winding up on the cover of Vogue magazine!
The store environment also has to speak to your customer. Pottery Barn, for example, has made itself an authority in home furnishings by creating a space with an approachable urban feel. Young professionals wandering the aisles are inspired by color, natural materials and stylish displays showcasing items they would envision in their own living spaces.
If you fail to establish your own authority, borrow it from someone else.
Department stores have a unique opportunity when it comes to creating fashion authority — they can rely on designer names to boost their own credibility. A customer may not be able to afford Ralph Lauren, but the fact that you carry this brand can give added value to your own private labels. However, private labels shouldn’t be mere knockoffs. They must have creative design and be in step with the trends in order to compete with national brands.
Designer names can also work their magic at the discount store level. When Target wanted to update its image, the company realized that the Target logo wasn’t going to effectively express the store’s newly emerging sense of style. To solve this problem, the company brought in some of the best image makers around, putting the world-class Michael Graves name on freshly designed household items and adding a clothing collection by New York star Isaac Mizrahi to the sales floor. As a result, Target became the leader in cool fashion at a value-conscious price.
Remember that fashion authority equals power.
With fashion authority comes incredible influence — you create a club that customers aspire to belong to. They continually look to you for the newest product offerings and try out your suggestions in order to feel in step with the group. Or thought of another way, gaining fashion authority is the process of focusing your product offerings so that the people browsing your racks are no longer just shoppers — they become your most enthusiastic fans.
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