Buying
& Selling
brooches on the pillows, earrings dangling
from the neck of the vases and bracelets
draped from the corner of the frames.
Purses and totes are even more challenging to display. First, make sure they’re
stuffed and looking nice. Next, display them
face forward. If you have a series of small
round tables, group them by size. Put three
on each table with one lifted higher on a
glass riser. Hang cloth totes and bags on
hooks, carefully overlapping a few. Cross-merchandise with other categories, such as
furniture, by perching them on couches
and chairs.
SELLING
Fashion accessories are often impulse buys,
so it makes sense to have some stock near
the cash desk. This allows employees to keep
an eye on them as well. Small items, like
jewellery, are often targets for shoplifters.
Designate an area in your store to this
category. Jewellery, in particular, spread
around the store will be lost.
Changing displays on a weekly basis will
encourage customers to return in order to
discover the latest finds (even if the product
remains the same).
Host a fashion event. Incorporate a
fashion show and use volunteer models,
perhaps store employees, to show off everything from scarves and shawls to jewellery
and handbags.
Make sure employees wear the jewellery
and fashion accessories you sell. This is an
easy and effective way to sell. Customers like
to see how the jewellery looks on real people.
Consider creating your own gift sets
by grouping items together such as a necklace with a complementary bracelet or set
of earrings. This takes the guessing out of
gift giving.
Start small and see how it goes.
Sue Warden is a seasoned television host, designer,
decorator, author and former retailer.
Shopping List
Don’t leave
your store
without this
handy buying
checklist!
The jewellery and fashion accessories category offers retailers a myriad
of choices. Before you head out on
your next buying trip, review this list
and decide what to hunt for. Be sure
to have merchandising ideas in mind
before the items arrive.
Bangles
Beach bags
Belts
Bracelets
Brooches
Clutches
Earrings
Gloves
Hair accessories
Hats
Jewellery boxes and storage solutions
Necklaces
Purses
Reading glasses
Rings
Scarves
Sunglasses
Totes
Umbrellas
Wallets
Watches
Designing
compelling
displays
Forbid black-
velvet displayers
from your store.
Customers want
to be inspired.
In a word,
be interesting.
Use unexpected merchandisers, including
framed bulletin boards, vases, tiered plate
stands and Grecian busts
Drape pieces on your employees – they’re
your best sales platforms!
Customers are drawn to light, so use accent
lighting to feature products
