Willow Street part 3- product
As a customer, we go into a store to look at what products they have to offer. There’s a huge variety of products available in Willow street. The way it’s organized and the way that a customer can approach it is important as well. Here’s what I found in Willow Street:
What are the product categories: The product categories are sorted into apparel, shoes, and accessories. Apparel is the largest category consisting of denim, shorts, pants, shirts, dresses, loungewear, intimates and outerwear. Within the shoes category is sneakers and boots for fall and sandals in the spring. Accessories include handbags, belts, socks, scarves, hats, and jewelry.
Describe the assortment in each category: The assortment of apparel includes 80% casual and 20% evening styles. Layering is emphasized throughout the store with t-shirts, sweaters, and vests. Premium denim and pants in indigo and colors, are used for casual styling. Dresses and tailored jackets complete a refined look. There is a small amount of intimate apparel consisting of bralettes and underwear. Shoes include boots, heels and sneakers. There is a wide assortment of scarf lengths and sizes, as well as hats. Handbags range from clutches to totes.
How is merchandise presented: Merchandise is presented by outfits with complete styling options on one rack. Majority of the apparel is on hanger, while some jeans and knits are folded. In the back of the store, there are bags which coordinate with the shoes. This way of presenting encourages multiple sales.
Core brands represented: The core brands represented reflects the quality matching with the value. The premium denim brands are AG Denim, Frame, Citizens of Humanity, and Moussy. Knit tops are from 525, Only Hearts, Sanctuary, Sundry, Michael Stars, and Velvet. Dresses are from Bailey 44, Trina Turk, and Central Park West.
Pricing strategy: Overall there is an upper moderate to better pricing strategy. Jeans range from $140 to $240; tops range from $60 to $200; sweaters range from $80 to $300; outerwear range $250 to $600; Accessories from $20 to $250.
