Ever Found Yourself in Bed with a Mosquito?

Within a couple blocks of The Retail Owners Institute's offices is a major international apparel retailer. This retailer's 10,000 sf store is on a prominent corner location. We walk past this store 3 or 4 times each day.

And to be honest, we have been underwhelmed by their displays, both their windows and their instore displays. Tired. Uninspired. Repetitive, as they "anniversary" each season. In a word, boring! 

Then, about two months ago, an independent retailer of high-end women's apparel - that is, the same price points as the international retailer - opened a 900 sf shop right next door. 

But oh, what a difference!

• This shop has nearly a dozen mannequins in the windows and on the sales floor.
• They change these displays at least every other day, if not daily!
• The lighting is "spot on", as they say!
• The windows are sparkling clean, inside and out.
• Your eye is drawn to the merchandise, especially from the sidewalk outside the shop, and even from the cars driving by.

This retailer may not be big, but they definitely are a pro! 

So, guess what happened?  Yep, the international retailer recognized they were being outclassed. By a "small retailer", no less!  Yikes!

Here's the really good news:

In the past couple of weeks, suddenly the international retailer began making noticeable changes and even improvements to their window displays (especially along the shared streetfront).  All at considerable expense, we would guess.

And, since these new displays have gone in, they also have changed them at least once a week! Progress!

Hats off to the independent retailer who is doing such a fine job of visual merchandising. Customers must love it! Top line sales growth surely will follow.

And kudos as well to the international retailer, for recognizing that they cannot just rest on the laurels of their brand name. They are working on being a "fast follower". 

Professionalism in retailing is not a function of size. 

Independent retailers have wonderful opportunities to provide leadership in many ways. And in doing so, they are raising the bar for all retailers.

As Anita Roddick, the Founder of The Body Shop, so famously said:

"If you think that being small means you can't have an impact, try going to bed with a mosquito! 

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