Page 264 - AmericasMart: Market Magazine July 2017

OF BACK TO SCHOOL
Have the merchandise in the store as early as possible. “We start selling after the Fourth of July,” she says. People will purchase items early and save them for later, knowing that we might not reorder.
Think temperature. School has started, but no one wears corduroys and sweaters in August in warm regions. “We stock light-weight or short-sleeved clothing in darker colors and patterns at first. School-themed appliques, such as crayons
or apples, are popular with pre-school parents,” she says.
Find your niche: “We’re known for good-quality, traditional or classic clothing. We don’t try to compete with discount stores. People know our brands will hold up and can be passed down,” says Schroll.
Don’t forget accessories and supplies.
The Name Dropper sells lots of good quality
back-packs, lunch bags and nap mats that can
be monogrammed. Rain coats, boots and umbrellas are popular, especially with grandparents. Jewelry, hair bows and head bands are big business. And socks and underwear are always needed for back-to-school.
Shop smart. “Before we hit an Atlanta Market, we know which of our lines sell best, but we note new trends in tweens and teens, which change faster. Older kids like coordinates they can mix and match. Back-to-school is a good time to introduce new lines, because store traffic is higher.”
Promote, promote, promote. “We send out a mailer in August with a coupon, use social media and change displays often,” she says.
Make sure your staff is knowledgeable and can answer parent questions.
Shea and Sid Schroll own The Name Dropper in Montgomery, Ala. For more information, visit namedropperkids.com.
Images: Theresa B. Manry Photography
AmericasMart.com
•
A
•
B
•
C
•
D
•
E
•
F
•
G
236