August 22, 2019
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Strategic Merchandising…

by bryansmeltzer in Branding , Business Development , CRM , Digital Marketing , Marketing , Merchandising , Product Innovation , Social Media , Sports Marketing 0 comments

Merchandise your product as a complete brand, reflective of the “Lifestyle”, “Look” and “Feel” your “core” consumer would like to aspire to when they exit the retailers door. Many times brands do not fully embrace the significance of ensuring that all “pieces” of the merchandising puzzle are pulled together at retail. There are significant advantages to having a complete merchandised brand picture at retail, not the least of which is increased sales/ft 2, and brand equity. This not only involves the product, but also involves the aesthetics and environment in which you place your product. Uniform in design, complete in its message and rich in its environment.

When looking at what makes for a successful merchandising strategy for a brand, one key ingredient is a mixture of vertical product flow, assuming a collection driven product line, blended in an environment which makes purchasing this assortment open and easy to navigate. Many times the downfall to this strategy is out of stock sizing, colors, styles or plannograms that are not held in check. If not company owned, which the bulk are currently not, this is not controlled by the  brand and can be very frustrating to deal with when you have laid out a very clear  and cohesive merchandising strategy. Nonetheless, it can not be overstated, having a brand merchandising strategy is key to the overall successful sell through of  your product at retail.

This is a win-win scenario, as both the brand and the retailers look to have increased inventory turns. It has been proven that an effective merchandising plan increases sales/ft2, represents the brand as a lifestyle, and can provide for a relaxing shopping experience. The reward is the payoff, for the brand, retailer and the consumer…

Merchandise as a “Complete” Brand

Create a “Lifestyle” Environment

Build a “Loyal” Consumer

 

Enjoy the Ride !

Bryan Smeltzer


The author

I have a passion for living balanced life and a strong faith...each equally important for thriving and excelling…I love crushing mountain bike trails, exploring and finding ways to grow beyond the “status quo”. I am a dedicated, innovation driven team leader with a passion for establishing a disruptive vision and executing a market dominating strategy… Our industry has always been about creating innovative, market driving solutions that enhance performance or provide for a better life beyond sport. It has also been about culture, fit and passion for the brand. When these foundational pillars are removed, the brand starts to crumble. Being part of an industry that bridges talent between product creation, marketing, sales, finance and operations is formula for success, because every function is about building a foundational performance brand. It’s galvanizing when elite athletes wear and endorse our creations, but the real strength is leading the teams that combine their creative forces and technical expertise to make the engine roar. I am always passionate for defining and leading the next industry revolution… Extensive executive level experience across globally recognized brands, each number one in their respective  markets, along with having founded and successfully sold my own branded apparel company. Whether establishing new product lines, building global marketing strategies, leading design/development teams, I have a passion for building and growing brands.  Some examples; • Built Zamst from start up to achieving nationwide North American distribution, and 845% revenue growth over a 3 1/2 year period. • With Gathering Storm, grew TaylorMade/adidas Golf Accessories from $11M to $48M over 3 years. • K-Swiss, global executive management of $38M in international licensee’s and domestic apparel/accessories division. • OAKLEY, built and successfully developed “Athletic Division” NCAA licensed team eyewear/apparel product lines achieving $1.4M in initial season.

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