buyer's forum

Way to go

by amy spiezio

There's no one right way to buy. But there are a few ways that lead the pack. Before your inventory can help you reap the rewards of success, you have to first decide which one of these ways will work for you. According to an article by retail expert Phil Lempert at Xtreme Retail23 (xtremeretail.com), there are four routes to take in today's retail market. Go big, go value, go niche, or go away. Lempert relates the equation to stocking supermarkets in a recent interview with ACNielsen's Consumer Insights' senior vice president Todd Hale. "To really address changing consumer needs and habits," says Hale, "stores will have to go big and drive lower prices (like Wal-Mart), go value and offer a limited assortment with low frills (like Aldi), or go niche and provide specialty items (like Whole Foods)."

These models can be translated fairly simply to buying for optical.

Go big: Your inventory should have a large number of skus with extremely competitive pricing structure that is enabled by economies of scale.

Go value: Consider stocking a new line from a value-oriented manufacturer that offers a high return without sacrificing quality or breaking the bank.

Go niche: High end, sports, kids, low vision, sunwear…there are more niches under the sun than ever. When buying for these markets, consider the needs of your region, its population, and how to build a unique product focus.

Go away. Every buyer has to face this least-appealing option. If you choose to avoid the hard decisions when it comes to inventory, this might just be your direction.

Q: How will you build your inventory at VEW?

□ I'm going to hit the show floor and seek new exclusives for my region.
□ I'm heading up to the suites to tap into the luxury market.
□ I'm going to catch up with my favorite sales reps to make sure that they remember me first when it comes to the latest styles.

To respond, please e-mail spiezioaj@lwwvisioncare.com

Photography: Peter Baker Styling: Meredith Gray Hair and Makeup: Michael Burgess Model: Leah Bosch, Johnston Agency Eyewear: Escada style SES 069S from Viva International Group