The major classifications of merchandize include shoes and handbags, accessories and apparel. Each group has several sub-groups of goods. For instance, apparel includes jeans and tops, dresses and jackets, outenwear and bottoms. Accessories include such subcategories as wallets and sunglasses, jewelry and hosiery, belts, hats gloves. Nine West pays special attention to unique styles and hot trends. it proposes to consumers such categories as New Arrivals and Hot trends. ‘The unique style’ involves a black-and-white and giraffe collection. It is possible to say Nine West has a limited number of handbags (classified by color) and accessories (7 subcategories, limited number of items), but it pays special attention to shoes (14 subcategories) and apparel (6 subcategories).
To merchandise effectively to the ultimate consumer, Nine West has an efficient, well-organized buying organization plus competent sales promotion and advertising departments (Berman and Evans 23). The merchandise presents the main categories of clothes and accessories, so a customer can buy all items she needs. Special attention is given to Hot Trends and unique styles so popular among the customers. Each category includes a variety of items available in different colors and material.
The strongest visual impact has Hot Trends category presented the latest trends and fashionable items. In this season, the leading position is obtained by animal prints (‘giraffe collection’). The merchandise involves belts, shoes of different types and handbags. This collection reflects the latest trends of this season and appeals to consumers by unique solutions and stylish design.
Shoes ‘Ciscos’ is a toe pump with 3 buckle design. This item is presented in three main colors – black, white and red. The main materials are leather and suede. Leather shoes are presented in black and white colors, and suede is available in red color only.
For Nine West, it is extremely important to know most poplar items and colors, because every hour of every day that the doors are open for business is the right time to have completely stocked shelves (Whallin 32). Good merchandising techniques in all other categories can be nullified if the merchandise desired is not available when the customer wants it (Levy and Weitz 45).
This channel (pumps) is presented by all colors, different patterns and materials. It offers potential customers stylish items for all tastes.
The sizes offered through the channels are from 6 up to 10. Narrow, medium and wide width is also available. The most popular size is 8, M – width.
The best selling colors are black, black and white, and red.
The most popular items this season are high-heel shoes and toe boots. These items are very popular among Nine West customers because they reflect current trends in clothing and have a unique design which allows the customers to differentiate themselves and create a unique personal image.
For Nine West, pricing is an important factor in competition for sales. Nine West fixes its prices on the basis of cost of merchandise and the store overhead, considering the contribution each item will make to gross margin dollars. The average prices for store best sellers are from $ 70.00 up t0 $200.
Unique brand image, variety and assortment available at Nine West influence immediate decision to purchase. Unique design and stylish items help the company to popularize its products and persuade customers to buy.
References
Berman, B., Evans, J.R. (2003). Retail Management: A Strategic Approach. Prentice Hall; 9 edition.
Levy, M., Weitz, B.A. (1995). Retailing Management, Irwin, Chicago.
Whallin, G. (2001). Retail Success. Willoughby Press.