      |
|
|
The key to effective merchandising and displays is to always keep the customer in mind. So, for maternity merchandising, put yourself in a pregnant woman’s shoes. You will find that pregnant women want the same amount of attention and options when shopping as they enjoyed pre-pregnancy. Also, remember that your secondary market is made up of gift givers for baby showers, as well as other women who look at maternity wear because the clothes fit them better.
Merchandising and display techniques should not be ignored for more targeted products such as maternity apparel. Implementing maternity specific tactics in either a maternity clothing store or maternity section will generate more sales and excitement around maternity items. Really engage in the industry and don’t be afraid to be creative and try some new display and merchandising options. Here are a few tips to employ in your maternity store or maternity section.
If you only have a section of maternity, I recommend keeping a maternity display in the window or at the front at all times. This way, there will be no question whether or not the store carries maternity apparel. Also, instead of having to create a makeshift maternity mannequin, using a maternity mannequin form that is specially designed and shaped to sell maternity products will give customers a better visual of the products. Having the ability to exhibit, and put together outfits is ideal when creating successful displays.
Focal point displays are inside your store and usually go along with a larger wall or table arrangement. Mannequins or maternity forms are great to add visual appeal and to highlight seasonal and holiday merchandise. Make sure to keep the featured items close to the model so customers won’t have to search for the outfit and accessories. Sales are also huge selling points and can become focal point displays. Merchandisers such as dump bins are a great way to feature several sale products together and maximize profits on these older items.
Because retail is so dynamic and always changing, plan for future growth when deciding on store fixtures. Consistently rotating items will highlight merchandise that was previously not emphasized, as well as let customers know when new items have arrived. Keeping merchandise on a mix of folding and hanging fixtures will add variety and interest to a store. Displaying full outfits on the top half of walls and the actual products and sizes on the bottom half is a great tactic for using the complete wall space from the floor to the ceiling.
Wire grid and slatwall shelving are versatile display options because so many accessories are available. From baskets and shelves to faceouts for hanging, a store’s space can be completely changed over as often as needed. These fixtures are optimal for highlighting clothing with other accessories that may be more awkward to hang or stack. As the store’s merchandise changes, so should the space.
For maternity clothes that are usually pleated or ruched, hanging items on racks can sometimes represent the shape of items better than folding, especially because Maternity clothes have the extra fabric in front. Maternity clothing that is looser at the neckline might require special hangers to keep in place. Additionally, an easy way to break up lines of racks or shelves is by using tables. From tiered tables to round tables these are great for focal point displays because they are easy to dress up and decorate with tablecloths and accessories.
Shoppers looking for maternity apparel are usually interested in baby merchandise as well. If you also carry baby items and clothing, place these items next to your maternity clothes. Incorporate baby items with your maternity wear. For example, when presenting a maternity dress, have the form or mannequin carrying the latest baby diaper bag or baby sling. This will give the display a more put together, realistic look.
With maternity wear looking so much like regular clothing these days, sometimes it can be difficult to tell maternity sections from women’s sections. So customers are not surprised, make sure your maternity section is clearly marked. This may mean putting a sign on each maternity rack or shelf. Even distinguishing plus size maternity wear from other maternity clothes will make shopping easier for customers. People are always attracted to sale signs in stores. Putting sale signs in the front of the store and then leading customers to the sale racks or bins will help older merchandise sell.
Arranging clothing by size first may be beneficial, especially if inventory is on the smaller side. When many customers are searching and asking for different sizes, putting all of the same size together will be more convenient and time saving. If maternity inventory is on the larger end, grouping clothing by style such as casual, business and dressy is more appealing. Swimwear and undergarments are highly sought after items for pregnant women, so keeping these displays prominent will help increase these sales.
In summary, because shopping is a visual experience, you must cater your displays to what pregnant women are going to find attractive. Don’t let them become stale. Customers come back expecting new merchandise, updated signage and a different experience than the last.
Editorial provided by Matt Wohlstadter, President of Store Supply Warehouse, a wholesaler of store fixtures and supplies to independent retailers. Visit Store Supply Warehouse’s online eCommerce store for a full listing of products and services at http://www.storesupply.com.
Baby and Maternity Products
Access juvenile and pregnancy product manufacturers from the following list or
SORT BY CATEGORY