Merchandising Tips for Maternity Apparel

By Jerey Ojeah & Cathy Verdusco

There is no one rule to merchandising a successful maternity store. The trick is knowing your customer, and your neighborhood.

Some people might say "what is she talking about?" Eight years ago I started a retail business in Los Angeles. Having been to market, I got all the things that I figured were nice looking. There were sales, but much to my surprise in a few weeks all my "smalls", cute little pieces, and gift items were gone.

My business was in Los Angeles (Mid-Wilshire) next to Korea Town. There was a largely populated South-American community to the East, and I was surrounded by business class people. I had not taken these factors into consideration in my business plan. I had every thing planned-except the people who would be coming to the store. Size was a major factor. Seventy-five per cent (75%) of my customers wore sizes small and extra small. Twenty per cent (20%) wore mediums, and and only five per cent (5%) asked for large.

My focus had been on the planning, the inventory, and the location. All this seemed distant a few weeks later. I had to make fast changes to my orders...size changes, color changes...I was looking for variety, from conservative to casual. Almost all the dresses sold. The long skirts had to be shortened. I had a sample maker come in once a week, for an extra $7.00, to make these adjustments to keep the customers. They were very happy, and thankful. Know your customer and be able to adapt. Here are a few additional tips for merchandising maternity apparel:

Merchandising Tricks: There are now maternity dress forms to show customers the overall effect of an outfit. An inexpensive trick is to use a balloon with a string attached to the hanger. It can give that same picture of pregnancy (of course, no helium). Always have extra outfits when ever you use a certain outfit as display. Some customers shop by display. If it is on the model, that's the dress they have to try on. You do not want to keep you customer waiting while you undress a mannequin.

Hanger Appeal: Most maternity apparel have little hanger appeal. Using back clips when ever possible, give that slim appeal. Suggest to your customers dresses that look better on than on the hanger. Once they are in the dressing room, ask your customer to try something on because you want to know how it looks.

Accessories: You may not carry accessories, but you should consider using scarfs and jewelry to enhance your display. Other great accessory items are baby products, such as diaper bags, baby carriers (slings), birth announcements, etc.

Categories: There are certain categories that sell better when merchandised separately. For example: nursing tops and dresses and special occasion dresses. This helps the customers find exactly what they are looking for. Jeans are another example, however they should be displayed with coordinating looks.

Floor Changes: Changing the position of merchandise regularly, creates a sense of newness. Maternity customers will shop often during their pregnancy, and you will be surprised how much they miss on their first visit. Often they will comment on all the new clothing you have received since their last visit.

Know Your Merchandise: Know what you have, what you are expecting, and know where merchandise is. Let the rest of your staff know where everything has been moved. Often customers come in and ask for a specific item they had tried on during a previous visit. All employees should know the store well. After going to market, sit down with your employees and fill them in on what was ordered. This way, if a customer is looking for a specific item, anyone can take the person's name and number and call when it comes in.

Accessibility: Let the customer be able to touch the garment, especially the bras. Feel is very important to a pregnant woman. Small garments like bras and pantyhose are easy to loose track of. Always have numbered tickets for very small items, to prevent loss. Finally, make sure customers have enough room to move between aisles. Remember, they will need more room.

Jerey Ojeah is the President of Maternity Blues in Los Angeles, CA. Cathy Verdusco is the West Coast Rep for Maternity Blues. Cathy is with West Coast Maternity.