Page 389 - AmericasMart: Market Magazine July 2018

FASHION ACCESSORIES & FINE JEWELRY/APPAREL
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GAME
Game day fashion spans seasonal sales
When someone mentions game day and clothing, thoughts used to turn to T-shirts and sweatshirts during football season
or basketball seasons in some regions. The idea of fashion wasn’t even an option. But all that’s changed in the last few years. Retailers are taking advantage of a diverse array of product options to offer customers more choices than ever. Now a game
day outfit can fit personal style while still keeping in the spirit.
That means retailers need to expand
their playbooks and change their line ups. When Marlo Meredith bought Miss Cocky, an established Carolina Gamecock boutique last year, she brought some fresh plays that are scoring well with fans year- round. Meredith decided to:
Change the playing field:
“We moved the store to the bottom of the Marriott Hotel on Main Street in Columbia,” says Meredith. The larger space (1,500
square feet) opens to the hotel and the street, bringing an increase of foot traffic from hotel guests, downtown shoppers, college students and alums looking for
a blend of game day and boutique fashion apparel and accessories. As part of the Main Street program Miss Cocky benefits from nearby stores and restaurants, group marketing and special events.
Alter the lineup:
T-shirts and sweatshirts are staples in college bookstores, “but every year the fonts and trends change,” says Meredith.
“Old style logos with big, bold letters are trending now.” Miss Cocky carries more choice in high-quality brands, including unique game day pieces, like a golf-style shirt with the official Carolina baseball logo, and men’s business shirts with a palmetto or Gamecock logo on the sleeve.
She blends official game day with general fashion—dresses, tops, jeans, shoes,
jewelry—plus baby clothes and gifts, all geared to the school colors of garnet and black. There are many ways to do game day fashion, from short cheerleading skirts and crop tops to a classy black dress with boots, a red statement necklace
and clutch.
Think beyond football:
“There’s no doubt that football is exciting and fall is a big season, especially in the South, but we cater to what’s happening
all year,” says Meredith. Her inventory, displays and marketing change with
college sports, holidays and annual seasons. There are jackets and boots in winter, bandeau tops and sandals in spring. Gift items grow during Valentine’s Day and graduation. “We bought some small jewelry boxes because parents said they were looking for something to put sorority or graduation rings in,” says Meredith. >
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