While other departments in fashion retail are often clearly defined and target-specific – such as Ladies' Premium, Men's Premium, or Young Fashion – the Bodywear department faces a completely different challenge. It must cover a diverse range of target groups across 150 to 700 square meters, as varied as the fashion world itself. From young fashion lovers to classic business customers to those who value comfort and functionality – all these segments come together here. That’s why a thoughtful, professional space management approach in Bodywear departments is not an option but an absolute necessity.
Frey, Cham (Bel Etage)
A Balancing Act Between Diversity and Structure
The Bodywear department is unique in a fashion store. Unlike Men's or Ladies' Premium, where the target audience is often clearly outlined, Bodywear departments must serve a multitude of needs – all within a relatively limited space. Everyday underwear, lingerie, sports bras, nightwear, and functional shapewear for both women and men are all in demand here. Each of these areas has its own target audience and different expectations.
Without targeted space management, this diversity can quickly turn into chaotic disarray. Customers accustomed to a clear structure can easily lose their bearings, leading to inevitable frustration. In the worst-case scenario, they leave the department without making a purchase – not because they couldn't find anything, but because they felt lost amidst the variety of products.
The Right Assortment, The Right Space – The Key to Success
Another important aspect that is often underestimated is assortment management. It is not enough to simply offer "something for everyone." The art lies in arranging the assortment so that each target group feels addressed and intuitively finds the area that meets their needs.
Without professional space management, it can happen that these products are randomly distributed. This creates the risk of having too many items for one target group and too few for another – or, even worse, an unclear categorization that ultimately appeals to no one.
Risks of Getting It Wrong
Bodywear is a complex product area that requires much more fine-tuning than other departments. Customers who cannot navigate a confusing department leave the store without making a purchase. Statistics show that 67% of customers abandon a purchase when they have difficulty finding the products they are looking for. A beautifully designed area may please the local newspaper, but without the right advice and product placement, the customer is likely to walk away – taking the revenue with them.
Without good inventory management, stock issues can arise quickly. Bestselling items suddenly become unavailable, while others pile up and become unsold inventory. Especially in Bodywear, where countless sizes and fits play a central role, this can quickly become a problem. A poorly managed NOS (Never Out of Stock) system leads to bestsellers not being restocked, resulting in valuable sales opportunities evaporating.
Success Factors for Effective Department Management
To overcome these challenges and enhance the success of your Bodywear department, the following factors should be considered:
Target Group-Oriented Space Allocation: Segment your sales area by target groups and product categories. This makes it easier for customers to find what they want. A clearly structured layout often leads to an increase in sales of up to 30%.
Efficient Inventory Management: Implement an effective NOS (Never Out of Stock) system to ensure that in-demand products are always available. Pay attention to inventory turnover (Last Unit in Goods), but avoid becoming overly motivated and reflecting the inventory turnover of the fashion departments in Bodywear. Sales, profit, and inventory turnover must align.
Training of Staff: Invest in regular training to keep your team informed about the latest trends, products, and consulting techniques. Trained staff can make the difference between a good and a great shopping experience.
Strategic Purchasing with Entrepreneurial Vision: The buyer plays a crucial role in space management. They must have a sense for market trends and customer buying behavior while balancing safety and risk. Buying too conservatively can result in the latest trends not making it to the assortment in time. On the other hand, overly risky purchasing can mean unsellable items block valuable space. A successful buyer has the ability to anticipate customer needs and find the right balance to optimize the assortment for target groups. Good taste is one thing, but without negotiation skills and a knack for numbers, success won’t be sustainable.
Invest in thoughtful space management and trained staff to optimally align your Bodywear department with the needs of your customers. This way, your Bodywear department will not only be a sales area but a point of attraction where customers feel comfortable and want to return.