ffiOME GENTER MERGHANT

BILL FISHMAN

Bill Fishman & Affiliates 11650 lberia Place San Diego, Ca.92128

IlHRoUGHour all of retailing to- I day stores are seeking to establish a stronger identity in their marketplace.

In our industry, merchandise assortments are being trimmed back to narrow the focus as they are being added to promote completeness. Services are either being de-emphasized to shave costs and lower selling prices or they are being reinstated to bring their customers "full services." Most often the full service store's advertising boasts "friendly, knowledgeable salespersons. " Regretfully, the guy that wrote the ad isn't the one who waits on the customer. But that's a future column.

Assumingthat management has taken all the steps to indoctrinate their floor people with their company procedures, good selling techniques and, most importantly, product and installation knowhow, it's all meaningless unless the salespeople are on the floor and identifiable, easily identifiable.

When the home center advertises, "Look for our Knowledgeable Fellow in Yellow," the salespeople better not be wearing street clothes and a small badge. Anybody working in the store without the proper advertised attire is not earning his pay!

Selecting a good, easily recognizable uniform can be difficult. There are many variables.

First, the type ofgarment has to be considered. Home centers have been using jackets, vests, shirts, smocks, nail aprons, shop aprons, cobbler's aprons. While jackets, vests, shirts and smocks offer the most tailored appearance, they also present the biggest headache. Size! One size does not fit all. The apron types of garments are less restrictive and offer some exchange flexibility.

Fabric is the next consideration, especially where there are changes of climate. Many retailers need different summer and winter garments to keep the staff comfortable.

Color is the next problem. Our industry is partial to the range of warm colors-reds, oranges and yellows because they are so easy to spot. Only a few home centers use the blues or greens. Yellow, by the way, is difficult to find in some fabrics.

Today, retailers are selecting store colors that identify all elements of their operation-signing, fixturing, trucks, logos and of course the store's uniforms.

Other decisions to be made in selecting store uniforms are how many to issue per employee, who pays for the garments and cleaning (the company, the employee or a partnership of the two) and where to find a supplier.

Uniforms are available directlv from local suppliers in major markets or from mail order houses. However, uniform cleaning services are the best source of supply for total service. Depending on the size of initial order and subsequent cleaning arrangements, management can negotiate with these companies for the entire package.

A word of caution based upon experience. Choosing a store personnel identification can be a frustrating and time consuming function. It's no job for the president of the company, although he should have veto power. And, if it must be a committee decision, keep the committee small-very small.