The Future Uniform Store: Part Two

Last month, UniformMarket ran the first in a series of articles examining the state of today’s uniform stores and the changes they are undergoing to assure success and viability.

Part 1 focused on the technological changes going on that affect the way a uniform store conducts business. This month, we’ll take a closer look at the brick and mortar store and what it is doing to attract customers in terms of overall store design. Finally, we’ll take a look at where the industry is in terms of inventory and product mix, and what the future may hold in these areas.

Initially appearing online, some topics in the Series will be expanded and run in the Spring & Summer 2008 Edition of Made to Measure

Part II – Appealing to Today’s Customer: the Brick and Mortar gets a Facelift

Background: In the beginning, uniform stores were a hodgepodge of merchandise, with little, if any, design elements incorporated into the overall layout.

No more. Competition from catalogers, eCommerce sites and companies outside the uniform marketplace has forced the brick and mortar to rethink its merchandising equation. A changing customer base has had an impact as well. Shoppers are more discriminating thanks to all the options at their disposal. As a result, brick and mortars across the country and across all market segments are rethinking their existing layouts, sprucing up their image and making some important changes to attract – and retain customers.

How has the uniform store adapted to the new paradigm? We’ll examine the trends, and responses, below.

Trend 1: Keep it Simple, Make it Pretty, and Ring up Sales

It wasn’t long ago that walking into a uniform store conjured up images of being in a war zone. Customers walked across thick, shag carpet and plowed through rack upon rack of merchandise to find what they were looking for.

That crowded house mentality of retail design is a thing of the past. Today, uniform stores are striving to offer environments that are less distracting and decidedly clutter free. Many we spoke to are reducing the amount of merchandise in displays, promoting items in unorthodox ways and making better use of white space as a rest for the eye. “We don’t want to look like Wal-Mart,” says Melanie Imlay, whose three Ohio stores cater primarily to the medical apparel industry. “It’s a very competitive market space with a fashion forward sensibility, and our stores reflect this.”

That means less clutter and more open space at Imlay’s. While racks are used for discount scrubs and lower-end items, coveted, high end brands are displayed on table tops, each in their own area. “We’re giving our stores more of a specialty boutique look, a trend which I believe will continue for some time to come,” notes Imlay.

“The shopping experience is much more pleasant nowadays,” adds Steve Land of Land’s Uniforms. “Customers are exposed to so much, and the competition has become so fierce, that there’s really no alternative.” Land, who hired a merchandising planner to assist with his stores’ layout, has also invested in new lighting to entice customers. “We use Halogen lights to spotlight dead areas, and are looking into LED lighting for the future,” he says.

Some compare what’s going on in the uniform industry to what’s occurring in retail overall. “We are not expected to have the same level of sophistication as a GAP or Target, but then again we have a much different model,” says Mark Blumenthal of Blumenthal’s Uniforms. “Still, we can learn from those companies, and make the appropriate changes.” Blumenthal’s, which serves the public safety and transportation markets, among others, is currently working to update its stores with better lighting, fixtures, graphics and displays. It is also spending more energy on merchandising and signage to make shopping easier for its customers.

The common denominator driving this approach to store design is an evolving notion of customer service – one based on subtlety. “The idea is to find not-so-obvious ways to streamline the shopping experience so that the customer is left with a pleasant, lasting impression,” notes Land.

Trend II – Branding: the Art of Appearing Big, or Perception is Reality

Today’s customer is not only looking for hassle-free shopping options, but he or she is increasingly brand-conscious. Manufacturers have understood this reality for quite some time, and have spent countless dollars positioning their products as the latest must-have brands. On the retail level, uniform stores have done a good job of stocking these brands, and have made good use of signage available from manufactures to better guide customers to the items they desire.

But while all this serves to strengthen the manufacturer, it does little to solidify the store’s identity in the mind of the customer. That seems to be changing, however, as more retailers recognize the important role branding plays in distinguishing themselves from others in the field.

“Branding makes you appear larger than what you are,” says Land. “It professionalizes your store.”

To bring the brand to the forefront, Land uses a flat screened TV. to keep customers in a shopping mood. Housed near the check-out area, the slide show depicts store information, styling options and new product news. “This helps create visual interest in the store while they are shopping,” he notes. The tactic has proved so successful that he is considering adding televisions to the dressing rooms. “It is, after all, a captive audience,” he adds.

Others have incorporated their logos into manufacturers’ materials as a way to reinforce the brand. “If you only use what the manufacturer has given you to advertise the product, you wind up looking like everyone else,” notes Joe Talkington of Star Uniforms.

“Spending a little bit of money can make you look big, and in business, perception is reality,” adds Land.

Store Redesign: Tips to Help You Get Started

Of course, not all brick and mortars have redesign plans in the works. For the few in niche markets or underserved areas, a complete overhaul, or even a tinkering, may be unnecessary at this time. Geography and customer base may also dictate the level of sophistication used in any new design. So too, does cost.

Still, there is little doubt that the changing uniform market landscape demands a fresh approach, both in-house and online. For those who are considering a redesign, or for those who seek a few budget-friendly fixes, we offer the following advice:

1. Hire a professional merchandising planner or designer – you’re in the uniform business, not the design business. You’ll need expert advice to get the right look for your store. While costs vary, expect to pay about $2,000 - $5,000 for this service. If the price causes you pause, Land suggests you “think about all the business that will be generated from your updated customer-friendly store.”

2. Consider your options. You may not need an expensive ground-up redesign. There are several quick-and-easy visual enhancements that can improve your store’s look, including an updated paint job, high-impact graphics or a newly designed fixture package.

3. Curb appeal. When considering a remodel, don’t forget your store’s exterior. First impressions are ever lasting: the right look can drive business to your store; the wrong look can send them headed in the opposite direction. If you own the building, consider updating your signage. And don’t forget about the landscaping. “We recently redesigned the outside of our building to include more flowers and shrubs, and it’s really made an impression,” notes Imlay.

4. Update your logo and business cards. Your new image should extend beyond store parameters to include new company logo and business cards. It’s a cost effective way to spruce up your image, further your brand and distinguish yourself from others in the space.

Would you like your store and views included in this series? Send an email to jackie@uniformmarket.com to schedule an interview.