THE BEST OF INTIMA – 07/2009 - (Page 38)

Expert Trends to shine through economic gloom (PART 2) In early 2009, Mercedes Gonzales, from Global Pourchasing Group put forward for The Best of Intima the key points for independent retailers to focus on to pull through the economic downturn. In this second part of the year, Mercedes presents three more trends which are vital for the future of retail. Let’s learn from the expert! The Art of Retailtainment Now more than ever , consumers need to feel a higher perceived value in what they are purchasing. With disposable income much less disposable, more factors are being considered in the buying decision. Quality, price and design of the merchandise are still highly measured, but the shopping experience is now playing a large role. One trend that will be integral to increasing sales is adding an entertainment element to the retail environment. We have seen this trend put into effect in a few different stores, one example being the extreme sports. It also offers intimate lounge areas with music and video stations. This sort of store attraction obviously does not translate for all retailers, but the art of dra wing in customers using creative entertainment elements can. A quick and relatively effortless addition for boutiques and intimate apparel retailers is adjustable lighting in the fitting rooms. Using different wattages and lighting tones, you can give customers the option to flick a switch and view themselves in natural, nighttime, or office light. The novelty of this simple function is enough to set one store above competitors.The art of adding entertainment value to the retail environment distinguishes a store as a shopping destination, as does the next trend we’ll discuss —private label. The next trend to set you apart from other retailers is the introduction of in-house collections to your product mix. This is not only a trend leading to the future of retail; it is the future of establishing your store as a brand. Private label goods are those manufactured or provided by one company to be offered under another company’s branding. While typically positioned as lower priced alternatives to brand names, some private label brands have entered the market as premium brands. The rule for private label in retailing is produce low, sell high. Whether it is simply changing tags on merchandise purchased through the manufacturer, or actually delving into manufacturing a line, carrying private label is an opportunity to widen profit margin—sometimes yielding up to 70% mark-up. An additional MERCEDES GONZALES « BY SIMPLY FLICKING A SWITCH YOU CAN OFFER YOU CLIENTS TO VIEW THEMSELVES IN NATURAL, NIGHTTIME, OR OFFICE LIGHT! » Introduce Private Collections extreme sports store, Adrenalina. Opened in Orlando, Fla. in 2006, Adrenalina strives to provide customers with a unique and exciting retail-entertainment experience. The store is a destination for extreme sport enthusiasts of all generations and those who just want to learn more about the lifestyle. Adrenalina is unique in that it is the first retail location to have installed a FlowRider wave machine, which allows riders to drop in on a perpetual wave. Customers are able to test gear on the FlowRider by purchasing time on the wave. Furthermore, the wave pool is a unique water attraction that spectators enjoy watching as much as the participant enjoys riding. In addition to the faux wave, the sales floor layout has different areas dedicated to particular 38

Table of Contents for the Digital Edition of THE BEST OF INTIMA – 07/2009

Contents and Index
Shop Scouting Wolrdwide - BOI's Selection from Asia to Europe
Newer Notables
- Hakuna Matata
- Eres
- Frankie Morello
- Misa
- Shan
- Petit Bateau
- Printemps
- Barbara's New Beginnings
- Arianne
- Romantika
- Passionata
BOI's Survey - What really sells in focus
Expert - Trends to shine through economic gloom (part2)
Retail News - Aimer, Elizabeth Hurley
Photo shoot - Hide and seek
SS 09/10 Lingerie Trends
Talent
- Giadadanielle
- Patrice Catanzaro
Brand New
- Parah, Armani
- Made by Niki
- Panos Emporio, Jog
- Shocking Princess, Edith Desmarais
- la Fée Verte, Porzia T
- Lejaby, Save the Queen
- Andrès Sardà
Photo shoot - Above and beyond
Tête à tête - Stella McCartney
Launching
- Hot Milk, Fruit de la Passion
- Jenna Leigh, Zinke
- Equmen, Between the Sheets
- Cosabella, Maidenform
- Britta Uschkamp, Maison Close
Portrait
- All about Martha Rey
- Graffinis by Paul Cartelli
In Stock - Brands' in stock items ready for order
SS 09/10 Beachwear Trends
Event
- Femmy Gala 2009, Hollywood Glamour
- Va Bien's first 30 years
- Chantelle’s 60th Anniversary, Lingerie Miami
- Hug Awards 2009, Wacoal (Fights for the Cure)
Interview - Ann Deal wins award
Report - Think Green at the Underfashion Club
Business News - Oroblù, Maidenform, Secret Curves, MY Lingerie, Iconix
Undercover
Exhibition update
- Curve
- Mode City
- Mare di Moda
- Calendar
Network Express - Network Dessous' ten wroldwide magazines
Expo - The Lace Experience
Fabric News - Recticel, Radici Spandex, Maglificio Ripa, Lycra
Fabric trends - F/W10 key fabric trends

THE BEST OF INTIMA – 07/2009