'What Good Looks Like' - Implementing the global brand vision at retail
A key factor for a retailer to achieve optimum sell through is making sure they are presented with the optimum product assortment at sell in!
Each Season a team from TRC travel to Reebok’s global headquarters in Boston to work with their CTC (Concept to Consumer) team to create a seasonal tool that provides the global markets with all the collateral they need for this process.
This is the “What Good Looks Like Tool” (WGLL)
The aim is to provide one aligned seasonal Global vision of how the brand should be presented at retail both in terms of the product and the fixtures.
The tool is used by the global markets within Reebok to validate their product assortment and provide visual store examples to support their sell in meetings with retail accounts in each country.
Using Mockshop software we create 7 different RSM (Retail Space Management) Shop In Shop layouts for each quarter. To ensure the markets have examples to present to all the different retail accounts, these layouts cover various Shop in Shop sizes and retail channels. They range from 15m2 single gender spaces to 45m2 Dual gender spaces, some with footwear walls, some without and cover Commercial Sport, Brand Sport and Brand Leisure channels.
We work with the Reebok CTC merchandising team to create specific product assortments for each space, ensuring the number of collections and the number of pieces per collection fit to the size of the space allowing enough depth and range of product. In addition we ensure that the range of collections and price points work with the channel of the space. These product assortments are built with the perfect balance of the season’s recommended marketing stories, colour's and key mannequin outfits.
The tool is then delivered to the markets prior to their seasonal internal sales meetings so it can be agreed and if needed adapted to local needs before it is used in external sell in meetings with retailers.
As TRC also provide sell through VM guides for many Reebok Spaces across the globe and visit key RSM spaces each season, we are fortunate that a year after producing the WGLL tool we get to see the outcome. We see first-hand how, when the WGLL tool is used effectively and the retailer buys the correct assortment for their space, the results can be fantastic leading to increased sales and improved brand presence.
We play an important role is ensuring that these standards are developed, adapted and maintained through our training workshops, visual merchandising planning and support and our Retail Space Management expertise.