RETAILING
From Pegboard to Profit: Making Accessories Easy to Buy with Visuals & Events by Suuz Martines , Owner, Scuba Do Rag Apparel, NC
I WAS NOT IN THE Scuba Industry. I was not a man- ufacturer, nor an apparel designer. I was a Visual Mer- chandiser and Conceptual Designer specializing in event décor, hard-to-find items for film and still photographers (before Photoshop and AI), and Commercial Holiday Décor. I studied how people moved through space and where their attention landed. My basic premise: People like to look like they know what they are doing and where they are going. People are also like parakeets and fish – curious and attracted to things that are shiny and moving. I also loved everything Secret Agent (my brain just works that way). I was developing CoCo Cheznaynay, Secret Agent of Truth & Style, and making small products with hidden messages, secret compartments, and dual purposes until… I started scuba lessons and experienced surprise perform- ance-anxiety panic attacks. I knew I had to either abandon CoCo or get good at scuba. What I lacked in confidence, I overcompensated for with cool gear and an intense study of how resorts, stores, boats, and divers organized and what divers needed. Everything was black. And as a photo stylist, I wondered: where was the hair management? After eight trips in 2000, I designed an accessory line and added products where I saw a need. My focus on merchandising with solutions comes from my professional, personal, and Secret Agent bent – t he Power of Observance in Planning and showing customers and em- ployees they are seen and supported. The Art of Impulse Item By their mere presence, and while the credit card is out, impulse items have customers asking, “What if I need this? This could make my experience even better. And they have thought this out for me.” Even if you do not carry everything a customer may need, you can still help. Offer a small handout, a QR code linked to a helpful document, or a framed display sign with suggestions they can photograph. Better yet, hold a chat or event where customers share favorite travel hacks, packing ideas, hair management, or how to build a compact waterproof travel survival/repair kit. Be aware of fast-moving social media trends and beware of plastic packaging. Divers are some of the most passionate
caretakers of the environment, so look for minimal packaging. The colors will pop without the plastic glare. How Should Stores Display Colorful, Functional Products? Creatively! Please be willing to explore merchandising other than just slatwall, grid, and rows of glaring plastic-packaged items. People like to discover things. Sifting through a bin, bowl, or box creates a little treasure hunt. You do not know exactly what you will pull up next, and finding something unexpected can feel more rewarding than simply taking it from a neatly organized peg. It is also tactile. Moving items aside, feeling textures, and discovering what is underneath engages customers in a way a standard wall display often does not.
SCUBA DIVING INDUSTRY | 29
Made with FlippingBook - Online Brochure Maker