ZONES
WAYS VMS ROTATE GARMENTS ROUND STORE
Behind the A Area is Zone 1. This is where the previous A Area collection has moved to. THis is a way of keepong the most current trnds closer to the door, to gain the most exposure. They will see a decline in sales once they move from the A-Area, but this is manditory as they wont be seen as the "new thing" from the consumer.
Stock then travels down the zones until it reaches Sale. This is a sign of good stock rotation.
There will also be manditory sections within the store. For example Topshop-who are renown for their Joni Jeans have created Denim sections within all their stores. This creates a concession within the store - giving different levels of customer service. The jeans department requies more attention as the consumer isnr educated on all the ranges of denim the brand offers. They need a sales assistant to be able to match their requirments to a garment..
In a store there are different zones. These will attract a different amount of attention. The zones closer to the front of the store willl gain more attention and more profit due to having such a high exposure. Therefore when a brand gets a new collectionin, they place it in their A Areas. This is where every consumer that walks through the door will be able to see this collection. With good merchandising, this will be the start of their shopping experience. Also placed in the A Area is their external influence products, for example, when its raining outside find some umbrellas and merchandise them into the collecton. this makes it easy for the consumer to find the need to purchase th product. A good merchandiser is one that shows the customer the things they need without them having to think about it. E.g Matching garments gives the customer an excuse to try on multiple products instead of just one - to see what the outfit looks like. They then get into the fitting rooms and fall in love with the other items, causing higher sales and profit.
A-AREA
ZONE 1
ZONE 2
ZONE 3