As the semi-annual S.A.S.S. (Shape. Active. Swim. Sleep) collection returns to the October Atlanta Apparel Market (showrooms: October 16-20, temporaries: October 16-19) we asked experts from the collection for their tips for integrating shapewear, sleepwear and activewear into your clothing store.
Cindi Ahlers of Tsu.ya by Kristi Yamaguchi; Lauren Bartley, junior account executive for Yummie by Heather Thomson; and JoAnne Grazzini, national sales director for PJ Harlow share these things to keep in mind:
YOUR CUSTOMERS. Employ the same size-ordering technique you use for you ready-to-wear items with you shapewear, sleepwear and active wear. Don’t take the smalls and extra-smalls out of consideration – ladies in those sizes might also want a little extra support. Also consider who is ultimately making the purchase. Conservative, comfortable pajamas might go over better than a sexy lacy piece if your customer is mom buying for her teenage daughter.
YOUR OTHER LINES. Are your jeans flying off the shelves? Would your best-seller dress look great with leggings? Use these pieces to help incorporate new active and lifestyle collections into your store. Match a loungewear top to your denim and leggings to your tunics – you might be able to sell the coordinating casual pieces as well.
TECHNOLOGY. Fabric technology has come a long way in loungewear and activewear. Knowing the science behind shapewear jeans can help you close the sale and makes you a hero when the skinny jeans finally fit. Advising your customers on how to care for an item is equally as important – you don’t want her satin pajamas ruined because you didn’t tell her to wash them inside-out. Ask the line about its specific fabric technology before your place your order.
YOUR DRESSING ROOM. Ever have that customer who walked away from the perfect dress because she had a few trouble spots? Include sample of all of your shapewear pieces in your dressing room so she can slip one on under whatever she tries on. She loves the way she looks and you love that she bought both pieces.
THE CALENDAR. Pajamas make great holiday gifts. Reminding your customer of this as she buys her party dress means she has one less gift to buy and you increased your holiday profits. When the weather heats up, selling shirts with stay-cool technology may make you the most popular store in town.
What tips do you have for selling shapewear, activewear, swimwear and sleepwear?
Tsu.ya by Kristi Yamaguchi is located on Floor 2 Booth 620. Olympic Gold Medalist and “Dancing With the Stars” winner Yamaguchi will make an appearance in the booth on Friday, October 17.
Yummie by Heather Thomson is located on Floor 2 Booth 602. Buyers who share photos of their selections on social media tagging the line’s official accounts will receive a discount on their order. Visit the booth for more information.
PJ Harlow is located on Floor 2 Booth 600 on the atrium. It will fulfill last-minute holiday pajama orders through November 15.