CATEGORY TRAINING

DENIM

CATEGORY TRAINING DENIMORIGINS OF DENIM

Denim has been in the action sports industry since it all began back in the 60s. Surfers have always worn Denim to the beach and denim was skateboarders logical choice during the emerging dogtown years of skateboarding in the 70’s.

Denim is a merge of function and fashion- so as surf, skate and action sports merged into fashion, the denim category became central in the action sports culture. You can see how denim designs have been heavily influenced traditionally in the past as workwear, but nowadays Jeans are more than just denim. The more denim is worn, the more it develops a unique personality and character unique to the wearer. A favourite pair of jeans has its own personality!

CATEGORY TRAINING DENIMDENIM TERMINOLOGY

Knowing the typical denim terminology and language referring to specific fit aspects of jeans will help you find the right fit for your customer.

WeightThe weight of the denim refers to the lightness or heaviness of the denim. Typically light-weight is good for summer and heavier good for the winter.

StretchStretch is given to denim when lycra is woven into the denim. This provides comfort when wearing the jean and is typical in skinny jeans so can wear them without feeling restricted and rigid.

RiseRise is the length from the bottom of the crutch to the top of waistband. Longer the rise equals more room to move.

Waist There is either high, mid or low rise waist. For example High gives you the most coverage right up to your waist line.

CATEGORY TRAINING DENIMDENIM FABRIC TREATMENTS

These are what we refer to as denim treatments that give each piece of denim its unique looks and character:

Raw Denim: Natural indigo dye = blue jeans

Dyes: Provide coloured denim options like green, purple, red

Waxed finish: Creates a slick shiny coated denim

Stone washing: Gives the denim a washed out look by washing denim with stones

Sandblasting: Denim is actually sand blasted to create the aged/used look

CATEGORY TRAINING DENIMFITS AND STYLES

Men’s Fits and Styles

1. Skinny Fit – tailored skinny jean in stretch denim for the fashion forward guy or grom who want the on trend look and feel.

2.Slim fit – Slim in fit, slightly tapered, but more forgiving in the leg and thighs for fashion orientated customers.

3. Straight fit – Classic all round fit with a lower rise and a slight tapered leg. The straight leg jean fits almost everyone from the budget conscious to the guy who just needs a good pair of jeans.

4. Regular fit – Slightly looser fit with a lower rise and regular leg opening. This is the fit jean for work and casual every day wear.

5. Relaxed Fit – A comfortable relaxed fit with a low rise and a wider leg opening for comfort. This customer might want a specific brand but is not concerned with fashion but needs a good pair of jeans for everyday wear.

6. Bootcut – fitted through the thigh then subtle flare from below the knee out over your boot or shoe. The Boot cut guy might be looking for stylish work wear denim or is a fashion forward customer looking for another denim style.

CATEGORY TRAINING DENIMFITS AND STYLES

Women’s Fits and Styles

1. Skinny Fit – A super snug stretch fit that sits close to the body, leg and ankle for your ON trend fashion girls who want the latest denim options in the skinny look and style.

2. Supa Slim Fit – Sits close to the body and leg. With a good amount of stretch this is an easy wear fit for your fashion forward girls.

3. Straight Slim Fit – This easy wear fit suits most body types. Slim through the hips and thigh with the leg line being straight from the knee all the way down to the ankle. This straight slim fit style can be worn from school girls to Mums and still give that on trend fashion look.

4. Full Leg Fit – Sits straight down from the hip and thighs and widens at the knee to create a fuller leg opening. This is an all round fit that is popular with fuller figure body types.

5. Relaxed Fit – Loose comfy fit and straight through the leg. This jean is targeting the comfort purpose buyer.

6. Boyfriend Fit – The boyfriend is a loose fit cut with a low rise designed to be worn low on the hips tapering down to a rolled cuff. For on trend customers who want another denim look and feel to their skinny jeans but also a really comfy jean all round.

7. Boot Leg/Bell Bottom/Flare Fit – these are the various names for this “70’s vintage styling which is Super slim through the upper leg and flaring out below the knee. This accentuated bottom leg opening is flattering for the feminine figure because it makes your legs look longer and balances out body proportions. On trend customers might ask specifically for this cut.

CATEGORY TRAINING DENIMSELLING DENIM

Here’s the basic process:

1. GET THE RIGHT FITGet the customer the right fit – skinny, straight etc. Ask – Is there a particular style you are after?

2. DETERMINE NEEDSAsk questions to determine colour, treatment and brand options

3. TRY ONMost importantly - get them to try on the jeans!

Selling Denim Guidelines

1. The most important thing to get right in assisting a customer with their Denim choice is to match them with the right fit.

2. Once the customer is comfortable that you have the right fit then you can help them with finding their style, colour, treatment and thebrand options.

CATEGORY TRAINING DENIMSELLING DENIM

How do we help the customer in the process of narrowing the options to 2-3 choices? Ask some of the following questions to establish the customer denim needsOver to the store co-host and store staff for in-store demo with voice over

• Are you looking for a specific type of jean? • What is the purpose of buying jeans?• Are they for going out? • Are they for casual wear? • Do you need a good pair of jeans for work?

Establish the needs to understand the fit required or preferred. Also you might recommend darker denim for night-wear and light natural denim for casual day wear.

Are you looking for a specific type of fit or look from your denim?Show the customer the in-store fit guide to help them understand the fits. Denim customers respond to styling as they will consider you an expert and a good guide to what looks good and is on trend.

What is your preferred colour and treatment?Present the range of denim looks in treatment, dyes and colours.

Do you have a brand preference? It’s important to know your brand and product range to be able to select the right products to match your customers need. Some customers will respond well to brand marketing images too.

CATEGORY TRAINING DENIMDEMONSTRATION AND CHANGE ROOM TIPS

None of this service you provide the customer will translate into value for either the retailer or the customer if it doesn’t turn into a sale. The one action - more than any other - in creating a denim sale is to get the customer to try on the jeans.

The change room for the Denim category is the engine room of decision making for the denim customer so Given the importance of ‘trying on denim’ in the sales process there are some key points to cover off at the change room.

• Ensure you provide your customer with a size range of 2-3 sizes so they can select the right pair without having to leave the change room.

• Be on hand but not intrusive to provide feedback if your customer asks for it. It’s a great practice to introduce yourself and get your customers first name so you can build rapport and refer to them by name when they are in the change rooms. A smile and an affirmative nod can go a long way!

• Know your stock levels and layout! Denim is generally folded and organised by size and fit. It’s important to know how your denim is organised so you can respond quickly with the right product.

• Adding-On. This is a great way of both selling the primary product and in selling add-in products. Recommend that they try on the jean with a tee, jacket and shoes.

CATEGORY TRAINING DENIMFITTING AND MAKING THE SALE

Questions to ask your customer when they are trying on the jeans.

It’s really important to ask the customer questions while they are trying on. Having this conversation with the customer will help you to understand whether the jeans are feeling good and will make your customer more comfortable during the fitting process. It also helps you to continually close the sale during the fitting process.

• How are you feeling?• Are you comfortable? • How’s the fit? Educate on stretch and fit once worn and washed. • Do you like the style, • Do you like the cut?• Do you like the colour? • Is that the look you wanted?

As you ask each of these questions, outline features and benefits in fit, stretch and comfort per brand.

And to wrap upRemember that this is as much about you giving the customer positive feedback as it is about providing them with the product options. Don’t be afraid of offering your honest opinion if it is asked for!