Lucky Brand’s new merchandising strategy uses very detailed, very subtle moves to make over their stores in an effort to increase sales and grow their customer base. While the store’s new look is the result of carefully laid out plans, complete with merchandising manuals, shoppers are meant to experience a relaxed atmosphere, not pick out specific design moves.
The Wall Street Journal helpfully reports some of the retailer’s moves which include:
1. placing shelves and merchandise at accessible levels
2. homey touches like raffia wallpaper and white trim that replace dated wood and dark colors
3. displaying clothes according to specific formulas including the numbers of folds
4. arranging dressing rooms in an open area that holds accessory displays and allows better access by salespeople
The brains behind the revamp, David DeMattei and Patrick Wade, also directed effective makeovers at Coach, J. Crew, Pottery Barn, Williams Sonoma Home, and West Elm.
The success of the store makeovers will be hard to measure but the revamped operations goals, like replenishing inventory weekly the way fast fashion stores Zara and H&M do, will probably contribute the most to an increased bottom line.
The Shopping Science Behind Lucky’s Revamp [Wall Street Journal Online]
Image: Liz Claiborne