WALKER, MI — Usually, the eye candy at Meijer is the colorful produce. But in recent months, the Midwest retailer has given its apparel a fresh look that is drawing shoppers’ attention.
Clothing and footwear sales are up double digits since Meijer gave its apparel section a major makeover.
The Midwest retailer is stocking the same styles likely to be featured in department stores this spring, from maxi skirts to black and white purses to gladiator sandals. Meijer is even showcasing its new fashion focus with ads in major magazines.
Spearheading the fashion focus transformation is Lynn Hempe, the Walker-based retailer’s group vice president of softlines. Hired four and half years ago, Hempe leads a team of 100 who do everything from design the in-house brands Cherokee and Nicole Ricci, to buying merchandise.
Hempe spent most of her retail career working for department stores, including Dayton-Hudson, and its successor Marshall Field's.
While Hempe is bringing department store touches to Meijer, she downplays the divide between retailers in malls and other big boxes.
“Retail is retail,” said Hempe. “It’s still about how you take inspiration from any place in the market.”
Some in the fashion world have observed that Meijer is “Targeting-up” its apparel, in a nod to competitor Target, which has built its brand on affordable high-style and collaboration with well-known designers.
But if Meijer is taking a page from Target's fashion portfolio, then the Minneapolis retailer has in turn followed Meijer and other supercenters in boosting its grocery offerings.
“I’m probably sure they mean it as a compliment,” said Hempe of the Target comparisons. “I would say we look at all kinds of retailers.”
Hempe has tapped Mariana Keros, a Detroit-based fashion trend expert with 25 years of experience in fashion retail, including consulting for Target.
The fashionistas previously worked together in Minneapolis for Marshall Field's. They lost touch for 10 years before reconnecting last fall. Hempe spotted Keros doing a fashion segment on a Detroit news program using apparel bought from Meijer.
Keros thinks customers like the convenience of one-stop shopping where they can pick up food for dinner and an outfit for work.
Shopping a mass retailer like a Meijer or a Target for clothing is now part of the mix for most shoppers.
"We now shop at department stores, speciality stores, malls, online, discounters ... I think we look for the best trend at the best price," Keros said.
Both Hempe and Keros say they focus on the same fashion trends more upscale retailers are bringing to their stores.
"We are all fashion nuts," Hempe said. "We are also serious about customer base, and if they can’t afford everything at a higher price, how do you bring that same look to them as something they can afford.”
Hempe says most women’s clothing can be found for $7 to $40, men's from $8 to $70.
Meijer isn’t only adding an emphasis on stylish clothing. It also has plans to update its apparel department with mannequins and displays to offer shoppers ideas about how to mix and match the products.
The Meijer store at Knapp’s Corner, which recently completed a major renovation, is one of the first locations to feature the new look.
Located in the center of the store, the space is well defined by wood facade flooring and high walls with mannequin displays to give shoppers the sense they are stepping away from the grocery aisle into the apparel section.
The emphasis on fashion enhances the Meijer promise of a one-stop shopping experience, said Peter Whitsett, executive vice president of merchandising and marketing at Meijer.
“We knew our investment was sound over the holiday season when apparel realized a nearly 20 percent increase in sales,” Whitsett said.
Meijer also has seen increased sales in women’s wovens, sweater dresses and leggings.
Fleece and yoga pants drove women’s activewear up 56 percent over last year, while there was a 19 percent increase in accessories with cold weather accessories and sterling silver among the biggest hits.
The men’s department saw double-digit increases in all categories with active and work wear as the drivers, supported by on-trend national brands such as Carhartt, Dickies, Wolverine, Caterpillar and Asics.
Meijer and its style team unveiled this fresh approach in the fall through the distribution of a Fashion Look Book, social media promotion and a new website — meijerstyle.com — that focus on inspiring customers to create a look that fits their style and budget.
“We want our customers to know that we are serious about offering the most up-to-date fashion in our stores,” Hempe said. “Our goal is to find that just-right mix where affordability and on-trend fashion inspire our customers to recognize opportunities to update their day-to-day style.”
The efforts have not gone unnoticed, elevating the Midwest retailer’s potential to compete with national retailers, said Edward Nakfoor, an independent retail consultant based in Birmingham.
“Meijer is taking substantial steps to expand and upgrade its fashion offerings as evidenced by the variety of on-trend merchandise,” Nakfoor said. “The creation of its dedicated fashion website and social media activities can greatly enhance these in-store efforts.”
He added that the key will be for Meijer merchants and marketers to solidify its presence in the seasons ahead, allowing it to become a true challenger to well-entrenched competitors.
Meijer will show its commitment to fashion this year with regional advertising in national fashion magazines, including Marie Claire, Harper’s Bazaar, InStyle, Cosmopolitan and Elle, as well as the distribution of another Look Book that will feature spring trends.
Keros says the ads are sending a message to consumers: "It's letting them know that we are in the game of fashion at a great price."
Shandra Martinez covers business for MLive/The Grand Rapids Press. Email her or follow her on Twitter @shandramartinez.
via fashion - Google News http://ift.tt/1nmI4KM
0 意見:
張貼留言