Janio's store visit

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Hagerstown FO
Recap 4/16/2009
*** Visual Merchandise Manager and Area Trainer Workshop ***
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Observations
Challenges
This VM training was the first time both
the VM Manager and the Area Trainer • Store needs a steamer
combined classes. This training was the
• Outlet center has low traffic during the
first of its kind and included different
winter months
members of remote stores. The end
result was an exciting and successful • Additional perimeter signage is needed
training. It was interactive and in the store
extremely productive.
• Store needs additional mannequins
VMM = Janio Aragon
AT = John Lefebvre
Opportunities
Participant stores:
• Retagging hang tags
Hagerstown
Gettysburg • Ordering new bag clips to
merchandise them neatly on the wall
Leesburg
• Product being placed directly on the
The training allowed neighboring stores
to learn and interact with each other floor
regarding Visual Merchandising. I look
forward to joint classes with Area
Trainers in the other districts.
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VM Training
The training began by explaining and demonstrating what the VM
guidelines are for adidas outlets. Each team member involved from
each store is responsible to teach these standards to their own
store’s team. They are expected to maintain these guidelines on a day
to day basis. We discussed several options to merchandise product
on a wall and how to utilize accessories and footwear to delivery a
complete lifestyle story.
John and I also discussed how important it is for the stores to
combine both the Customer Service and the VM training tools to give
our customers a great shopping experience in our stores. This will
set us apart from any competitor out there and have adidas stand out
as a prime destination for our customers.
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Merchandising
Bags should not be on
top of the wall fixtures
Perimeter signage needs to be
properly placed at all times. Do not
remove to increase space capacity.
Avoid merchandising
more than 3 skus per side
bar. Do not over fill.
Bags should not be
merchandised
directly on the floor.
This may damage the
product and collect
dust from the floor.
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Great job in placing the golf bags in the wall.
Merchandising
After
Accessories
*Note: Picture was taken two weeks after the visit. It demonstrate how
the store’s team has done a great job maintaining this wall.
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TEAM WORK!!!
The team was very excited and eager
to begin. They were separated in two
groups and worked on different
category walls. They used what was
learned in the previous wall and
implemented it on the walls assigned
to them.
Afterwards, we walked both walls
and recapped on the VM training as a
group. The team had excellent
questions and concerns regarding
their own stores. It was explained
how to adapt to different fixtures that
stores have amongst each other.
Having a combine visit such as this
one proved effective and showed
great team work with each of the
participating stores. It also allowed
for additional stores to receive VM
training than originally planned.
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Merchandising
Before
It is important to
remember not to
merchandise apparel
with only faceouts
across the wall.
Use shelves and other
fixture add ons to
merchandise the
walls.
TEAM A
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Merchandising
After
Team A did an
excellent job
implement the
guidelines learned.
It tells a lifestyle
story and
showcases the
accessories, as well
as making them
convenient for the
customer to shop
from.
TEAM A
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Merchandising
Before
Team B worked on the Soccer Wall. They discussed within themselves
and were able to merchandise the wall with minimal questions.
TEAM B
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Merchandising
After
Team B did an
excellent job
with creating
this compelling
lifestyle story.
Soccer shoes
and bags were
used to enhance
the VM
presentation of
the wall.
*Note: The team did a great job in not mixing the soccer collections. When possible, always
keep collections together and use collections with a good inventory level.
TEAM B
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Accessories
The group was explained how
important is it to keep the
accessories wall clean and
organized.
The picture shows how the two
teams worked together to
merchandised this wall. They
did a fantastic job!
When possible, always use the
bag clips to keep this area
maintained.
Stores can order this bag
clip on supply one.
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Opportunities
Layering
Merchandise is not to be layered for FO stores. It may cause product to touch the floor and
pick up dust, specifically pants.
Following this guideline will assure all the stores to be consistent throughout the districts.
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Opportunities
Before After
Avoid placing bags on the floor. It may cause damage and collect dust. If the store has
extra platforms that are not being used, they may display a small presentation of bags on
it.
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Summary
I had a great and productive visit at the Factory Outlet at
Hagerstown. This was the first time a VM training was taught with
the collaboration of an Area Trainer (John Lefebvre) and myself
VMM, allowing for a broader audience and greater interaction
between the stores. Every member that participated was eager and
excited to learn the VM guidelines. I’m excited to see how they will
implement this training at their stores.
The team was trained on how to merchandise walls and how
essential it is to use accessories for a successful VM presentation.
Implementing what they’ve learned with this visit will help with
KPI’s and product sell through at their stores. The team grasped this
concept and with the added layer of details explained, will be able to
elevate their stores to the next level .
Going forward, any questions that these stores management
team members may have, should contact their DM and have the
questions forwarded to their VM corporate contact Bridget Zadoff.
I am looking forward to future training visits with Area
Trainers in the other districts. This training proved how successful
and important team work is in adidas and together impossible is
nothing!
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