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Before the back-to-school rush, there are still summer sales to be made! Summer intensives offer the chance to not just stock the leotards, shoes, tights and tools dancers need, but to educate customers and make their lives easier with targeted inventory and packing checklists. Read how storeowner Vicky Lambert is doing just that at Activity Pointe. Still stocking your shelves? See “What Dancers Want”for the must-have wellness products and technique tools three summer-intensive dancers want.

Save the (Marketing) Date!

Dance storeowners celebrate dance every day, of course, but April 20–28 is officially National Dance Celebration. That’s the culmination of National Dance Foundation’s seven-month annual campaign focused on its community-outreach programs. These are centered around inclusion (everyone deserves a chance to dance), kindness (take a stand against bullying) and community (dance is part of life and can be part of every person). During the celebratory week, scholarships and award recipients will be announced, so what better time to create a store promotion for your own community? (See “In the News” for other dates with marketing potential.)

Colors Pop This Spring

Consumers are embracing color this spring, and that includes the dance world, which has some bold leotard shades to offer (along with the classics, of course). Just check out the color splash on this month’s cover. “Colorful self-expression is a key takeaway for spring,” according to the Pantone Fashion Color Trend Report for Spring 2018. (That can apply to displays, too, not just product.) Trending colors tell a multifaceted color story that expands the opportunity for self-expression.” Traditional color guidelines in fashion are being set aside, giving way to a kaleidoscope of “uplifting shades and feel-good tones…a feeling of optimism and confidence.” Untypical spring shades in “complex and original combinations” reflect a desire to “experiment with color all year-round.” Bring on the meadowlark, cherry tomato and spring crocus!


Don’t Miss! The fresh finds in spring and summer apparel that will add excitement to your displays and a smile to your customers’ faces, and 12 activewear and athleisure looks—made specially for dancers. Plus, tips on how to guarantee you make a great last impression on customers by merchandising your cash wrap for maximum sales.

April 2018

Photo by Nathan Sayers

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