Another autumn is fast upon us with back to school shopping, fall fashion collections, and the impending holiday push looming around the corner. With everything going on, are you overlooking important trends that are taking place at this very moment? You need to convince shoppers you are relevant and the best place for them to shop. This can not wait until November and December. Start now!If you are asking, "why is this so important", the answer is this; we live in a connected global society where consumers are on the cusp of style and trends with the touch of a screen (no longer the touch of a button). Brick and mortar stores must maintain an identity that extends beyond the borders of their town.Forget about competing with online jewelry stores, this is about competing for an identity in the world. Unlike previous generations of jewelers, fashion trends move like wild fire through today's instantaneous delivery of information and images, and today's growing tech savvy generation of new consumers, A.K.A. "The Millennial Generation" is at the forefront of this movement. This generation, born 1981 to 2000, does not need to wait for fashion magazines to print a handful of pictures, selected by a few elite fashion editors, from Fashion Week, which took place 3 months prior to publishing; they see it within minutes of the models leaving the runway. These are the consumers who know trends months before they hit the stores. This is the generation that blogs, reads blogs, and has been unconsciously groomed to recognize the new 'it' trend, color, and style.So, how does a modest brick and mortar jewelry store compete with the international fast paced world of fashion? This is a two part answer with conflicting messages that somehow still work together.Step 1: Using TrendsFirst, acknowledge trends in a way that makes sense for your store. If you see a boom in your area consider subtle ways you can represent it and complement it with merchandise in your store. For example, Pantone selected "Misted Yellow," a nude color, as one of the top colors for Fall 2014. Kim Kardashian, whether you like her or not, wore a shocking form fitted top on The Today show, in this nude color. Plus, back in February, when NY Fashion Week unveiled the fall designs the runways were filled with a plethora of great "Misted Yellow" nude designs. So, what do you do to merchandise this booming trend? Show off your expertise and eye for fashion by showcasing a sophisticated, minimalist store windows with a brilliant emerald pendant against a "Misted Yellow" scarf. Now, go one step further and post an image of Kim Kardashian wearing this outfit on social media followed by picture of your window display.Trends exist in a variety of areas that can all affect the shopping and, consequently the merchandising habits in your store. For a more literal interpretation of how to apply fashion trends to your inventory, watch for silhouettes, necklines, sleeve lengths, embellishments, styles, etc that may help you determine what type of jewelry woman will be looking to purchase. Here are some examples
1. Garment Construction
From sleeve length to necklines these can all impact the types of jewelry shoppers are buying: Here are some neckline examples:
Bateau necklines
Display pendulum necklaces on long chains.
Crew necklines
Display choker necklaces, that nestle above the shirt and below the neck.
V-Necklines
Display mid-length necklaces that allow the 'v' to frame the pendant.
2. Garment Embellishments
Metal colors trends can often be determined by the embellishments on clothing as well as the type of jewelry garments are paired with on run way models, red car celebrity appearances, and styled magazine shoots. Look for trends that may help you identify a few select items for inventory that acknowledge these trends.
3. Garment Swatching
Select gemstones that pair with Pantone's colors to compliment the season the wardrobes of your shoppers. If in doubt, diamonds and pearls can be paired with any color.
4. Stylistic Trends
Vintage remains a popular choice in the bridal world, but keep your eyes peeled, you don't want to be stuck with slow inventory when the trends shift and you end us sitting on an inventory of passe designs. A great time to look for bridal trends is during the NY Bridal Week. Fall trends are released in April and the following spring designs are released in September.
Step 2: NOT Using TrendsThe second way to keep your store relevant is by not following trends. I know, I just said to follow trends, but you are steadfast brick and mortar store; well established, reputable, and a true resource for the community. As such, you will with stand the test of time by staying dedicated to the quality and integrity. Trends may be a vital aspect of staying relevant but knowing what areas to compete with and what areas avoid is key. Remember, your customer's may buy a cheap base metal eco-friendly bracelet during their beach vacation, but they are going to buy their engagement ring, wedding bands, and heirloom gifts from a store they trust. Embrace trends, but do not fall victim to them! If it doesn't make sense its not the trend for you.Here are 7 tips to help your store stay current with the trends without sacrificing your reputation:1. Dressing Your StaffThe reason retail stores require sales associates to wear black is because it is a neutral color that does not distract from beauty of the merchandise, and, most important, the consumer in the merchandise. Same goes with jewelry, your sales associates should compliment the merchandise in your store. Evaluate the dress code of your staff so the shopper's attention stays on your merchandise, not your associates.2. Fresh WindowsDated windows turn off younger shoppers; the future clientele of your business. Keeping your displays fresh, clean, and reflective of today's trends are essential to a well merchandised store. After all, shoppers can't see your inventory from outside, your windows need to draw them in.Changing your windows and keeping them relevant and interesting will start to catch people's attention. For example, in my town we have a wig store with wild, crazy, and imaginative window displays. I make a point of driving past the store once a week to see them. Now, if I am ever in the market for a wig, I know where to go! Be sure to share pictures of your windows on your social media networks to link your virtual reputation with your physical location.3. Watch Local TrendsJust because a trend is popular in Los Angeles does not mean it will succeed in your area. Look for indicators such as local boutiques, people watching, and regional magazines.4. Get SocialIf you have an eye for style and fashion let your followers know it! However, not all networks will respond the same. Watch how your fans interact with different postings to identifying what type of consumers are using the different social media channels. Once you have identified these patterns you can customize your posts to maximize the response. For example, Facebook has become a channel with a more mature clientele, this demographic may be less interested in trends, while Instagram has a younger following and will likely jump at your new trend-conscience postings. Do not alienate either following with a universal campaign, customize it based on the reactions your posts receive.5. Identify Your ResourcesThe internet is flooded with a plethora of blogs, magazines, and fashion journals all claiming to be the best source of advice. Finding the right resources to advise you on trend research is key to satisfying the demographics you are attempting to reach. In time you will be able to identify which resources work best. Once you have identified them, be sure to subscribe to their emails as well as following them on Twitter, Instagram, and Facebook so the information comes to you, saving you hours of research time.6. Effective FrequencyRome wasn't built in a day and neither will the new branding of your store. Advertisers refer to this as "effective frequency," or the number of times consumers need to be exposed to a message before they begin to respond to it. Your message will be the change of merchandising, posting, and presentation of your staff. Be patient, steadfast, and always keep your principles at the forefront.7. Remember Your PrinciplesBe conscience of trends, but do not be dictated by them.
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