Century 21 is experimenting with an elevated men’s shopping experience at its Paramus, N.J., store in a break from the merchandising morass.
The 24,000-square-foot men’s wear floor has been renovated and reorganized by lifestyle with big metallic signs designating sections for the preppy, rocker, Americana, athletic, workwear, classic, designer and denim categories. Each area is dressed up with mannequins in designer outfits, vintage props and rustic wood fixtures, easing shoppers into the rows and rows of racks and bargains.
There’s a visual appeal atypical to off-pricers and geared to spur sales and project some style, trend and organization, without intimating shoppers or give the impression of raising prices.
“The redesign is all part of our commitment to create a better shopping experience. We hope to become not only a destination for incredible savings but also a personal style guide for the consumer,” said Raymond Gindi, co-chief executive officer of Century 21 Department Stores.
“We understand the importance of listening to our customer and continuously strive to deliver the best possible Century 21 experience. The Paramus men’s floor renovation test provides us with the necessary tools to better educate the consumer on the latest trends and designers and how to incorporate them into everyday life,” said I.G. Gindi, co-ceo.
“We’re updating without changing our DNA,” added Valentino Vettori, Century 21’s creative director, which is a new position at the store reflecting the owners’ desire for change. “We’re still discounting the goods but not the lifestyle of the consumer or the Century 21 brand. It’s the start of an evolution to be closer to our consumers. We can’t remain in the past.”
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