Impressions - October 2017 - 24

In-$tore $elling

New Styles: Performancewear

available in adult sizes S-3XL

4. Russell Athletic Striated Quarter-Zip Pullover
Style QZ7EAM from S&S Activewear  Made of
5.4-ounce, 100% polyester two-tone interlock
 Lightweight stretch fabric provides comfort and
mobility, according to the company  Features
moisture-management and anti-odor technology,
and the Russell Athletic logo on the lower left sleeve

1. Champion Double Dry Interlock T-Shirt
From Carolina Made  Made of 4.1-ounce, 100%
polyester moisture-wicking jersey interlock
 Suitable for screen printing and sublimation,
according to the company  Features reflective
"C" logo on left sleeve and 50+ UPF rating  Sizes
S-3XL are available in nine solid colors and three
camo colors
Use Info⋅Action #300 at impressionsmag.com/infoaction

2. Cotton Heritage Raglan Short-Sleeve Tee
Vintage look with a performance silhouette
 Men's garment with a longer body  Made of
100% combed, ring-spun cotton  Heathers are
made of 60% cotton/40% polyester  Features a
tearaway label  Sizes XS-3XL are available
Use Info⋅Action #301 at impressionsmag.com/infoaction

3. JERZEES DRI-POWER SPORT
Hooded Sweat Shirt
Style PF93MR  Made of 6-ounce, 100% poly
fleece with advanced moisture-management
performance  Features include raglan sleeves;
three-panel, single-ply hood with matching
tipped-and-knotted drawcord; side seams; and
two-needle cover stitching on hood panels, neck,
armholes, cuffs and waistband  Nine colors are
P.24

Use Info⋅Action #302 at impressionsmag.com/infoaction

When selling performancewear to customers
in your store, carefully craft a message and
present products in interesting, attentiongrabbing ways. Provide a narrative and help
customers see the big picture.
"If the fabric has a technology built into
it, then tell the story about it," says Winters,
adding that an effective performancewear presentation should not only highlight what the
fabrics do, but also offer a full-package solution.
Merchandise tops and bottoms together, and
put time and consideration into how pieces
can be paired. "It is important to think about
the cut of the different garments when merchandising performancewear," says Kristin M.
Slinn, director of merchandising, Boxercraft,
emphasizing that attention to detail goes a
long way. "Most women like a longer length
or tunic-length top with their leggings. Also,
the performancewear category is not shy when
it comes to color and prints, so it is good to
have a least one solid [color] to ground your
well-merchandised story if you are going to
include prints into the mix."
Visual merchandising also is a great tool
for upselling. "Performance apparel is a highengagement category, so people are looking
for more than just a single item," says Murphy,
suggesting that decorators offer promotions
for multiple items bought at a time.
To target customers shopping for complementary apparel and accessory items -
and grab the attention of those who may not
know they want more - merchandise the
expected with the unexpected. "Poly tees and
fleece may be your default display or marketing push, but think beyond traditional and
show new silhouettes and a variety of fabrications," Davis says.
With its "everyday-wear" appeal, performancewear upselling options are endless.

Use Info⋅Action #303 at impressionsmag.com/infoaction

5. SanMar Sport-Tek Ladies' Soft-Shell Jacket
Style LST30  Electric Heather pattern adds an
athletic look  Features a 100% polyester knit shell
with PosiCharge technology bonded to a waterresistant laminated film insert and 100% polyester
grid fleece lining  Other features include zipthrough cadet collar, exposed Vislon center zipper
with reflective zipper pull and princess seams
Use Info⋅Action #304 at impressionsmag.com/infoaction

6. Independent Trading Co.
Water-Resistant Anorak
Style EXP94NAW  Made of 330D nylon with
level-3 waterproof coating on the outer shell
 Features inner polyurethane coating, providing
comfort and water resistance; a #5 dyed-tomatch body coil zipper with a matte metal pull;
rubber pull tab; and zipper garage  Sizes XS-3XL
are available in black, forest camo, graphite and
classic navy
Use Info⋅Action #305 at impressionsmag.com/infoaction

I M P R E S S I O N S M A G . C O M OCT./NOV. 2017

Customers request layering
styles, like quarter zips, to
help them transition from
season to season. Photo
courtesy of Russell Athletic.

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Impressions - October 2017

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