Editor's Note: Summer = Sales
Spring has sprung, which means it’s time to gear up. As school lets out, dancers pack their schedules with intensives, camps and national conventions and competitions. It’s up to you to stock the essential attire and shoes they will need. This issue has been designed to help you get the most out of these summer sales opportunities. Here are three steps you should take this month:
1. Refresh your assortment. Read our fashion feature, “Summer Study Must-Haves” (page 18), to find out which styles your customers will need to be on-trend at their intensives. Then, check out “Sensational Skirts” (page 16) for a glimpse at the latest skirt styles on the market.
2. Rejuvenate your displays and decor. Have you thought about how the colors in your store influence your customers’ buying decisions? “Beyond The Pale (Pink)” (page 28) shows how dancewear retailers can use color (on the walls or through cleverly arranged products) to drive sales. Once you’ve mastered the art of using color inside your store, carry it through to your windows. In “Bright Ideas” (page 29), our resident visual merchandising columnist Leslie Groves shares her strategy for creating bright windows and offers tips so you can do it, too.
3. Reevaluate your reputation. If you’re not sure what your customers are saying about you online, you could be missing out on an inexpensive marketing opportunity. Check out “Yelp Help” (page 34) for advice on how to monitor and respond to online reviews. Act now to make sure potential summer customers will see that you’re a responsible, proactive merchant before they even set foot in your store.
Dig in! The following pages are jam-packed with helpful summer-stocking advice and information. We hope you’ll use what you can and tell us how it goes. Send your summer sales success stories to email@example.com.