Brisbane - Australia
Model Store Overview Model Store was a team colaboration, bring together all store teams to deliver the Spring/Summer message. The set up process began with the floor layout, this involved trailing different layout and looking at reports to determine the customers favourite looks and shopping behaviour. Once layouts were confirmed we looked at the trends in terms of product and block departments in terms of key sellers and product sales drivers. To deliver the big deals we looked at the following points: Layout clear zones and walkways Accessorising all fixtures and shelves to drive add on sales. Product and trend knowledge, driven through team briefs and notice boards. Creating strong fashionable mannequin outfits that are visible through the trends in terms of see it buy it s.
Window and Creative Denim continues to grow as a department, with 13% of LW total sales coming from this department. Best sellers being the leigh and Hayden
Kiss Me Margate As a trend margate continues to perform well, gingham is very popular working well in all catergories from dresses to trousers. When setting this trend up we created one colour story, although separated the pink using the bright pink at the front and coral shades through the back. Fixturing through the walls was made up of prodominately straight arms, broken up with occasional t-arms and cranks were added for key outfit builds. Across the floor we used 4-ways, and added in white timber fixturing for interest.
Skate Away Within this trend we created two strong looks the florals and the checks, we looked at the fixtures to help separate the looks. White cube fixtures and Edit rails were used within floral and zig zags in checks. The block department was leggings.
Monochrome This trend was divided into 3 colour stories, the first was a strong clean Black/White/Grey story, the second used the blush as a high light and the third red. Each story had grey marl jersey worked through to ensure the trend didn t feel to premium. The block department within this trend is the side split tee, and it drove $799 for wk 25. The fixtures used within this trend where all white and made up of wire rails, tall cubes, and spray painted salvage tables, this was divided up forest Fixtures.
Folk We build this trend around one colour story made up of navy/coral/white/burgandy/black. Fixture placement was made up of frame fixture, 4-ways and shelf and rails. From a creative Point we strip back and painted the timber bases white and added torsos in as high levels. With the warm climate in Brisbane we decided that a commercial block of denim shorts would be a great complaint to this trend, this has worked well and helped to drive denim sales. As a trend Folk took 9% of sales during wk 25. Swimwear also sits within this trend, and was merchandised to a folk/festival feel to complement the look.
Jersey For this department we looked at it adjacences and created a monochrome colour story with mint and tomato to high light and using leather/pu as a co-ordination. Leading in with our best performing style the v-neck viscose tee, the wall featured a balance of categories and dresses. The jersey promo was positioned on the escalator wall and drove 15% of basic jersey sales.
Denim Denim is continuing to grow in sales as a department, this week Taking 13% of total sales. The merchandising and fixturing is as per Model Store guidelines, leading in with our number 1 catergory Leigh.
Shoes Shoes was merchandised to Model Store guidelines, leading in with pool sliders, and vans on the table we felt it would be great to drive this area for a few more weeks before it cools down. Boots are our second best catorgory and therefore pulled into priority two position. Shoes has been performing well and was 12% up last week driving 5% of total sales.
Accessories Within this department we created strong colour stories that reflected the trends. Lingerie sales continue to be strong prodominately driven from the promo. Bag sales are becoming stronger with sales last week 26.4% up.
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