Following, tips on how to wow the crowd.
Educate your sales staff. School them on how customers can work the pieces into their wardrobes.
“Customers really want information on how to care for items and what the trends are,” said Jackie Miklas of Atlanta’s Pursenality With Sole.
Court the customer. Have sales associates and buyers call key customers. Also, try new marketing techniques: Tootsies, for example, has gone as far as making look books for customers, featuring designs from lines being showcased.
Pay attention to presentation. Highlight the merchandise with lighting, tablecloths and special placement in the store. “When customers walk in they know something exciting is happening,” Miklas said.
Consult the calendar. Shows scheduled before holidays or the week before kids go back to school are sure to tank.
Blast the music. Ear-pounding tunes don’t make for an inviting atmosphere.
Overdo it. Heavily staged, complicated shows only beef up the margin for error.
Repeat yourself. With each successive show, do something totally different than the last show, Tootsies’ Penne Weidig said.
This story first appeared in the October 10, 2002 issue of WWD. Subscribe Today.