Dear Readers, as editor of DRN, I’ve always encouraged change. As you know, simply changing your displays or marketing strategy can help sales. This month things are changing at DRN, too, and it’s my pleasure to introduce you to its new editor in chief, Colleen Bohen.
Since taking over at DRN three years ago, I’ve been excited to work in such a lively industry covering so many people who are passionate about their business. It’s time for me to go on to a new opportunity, but I’m not leaving DRN altogether. You’ll continue to see my byline in the magazine.
All my best to you.
I’m thrilled to step into Libby’s editorial shoes at DRN. As the dance retail industry’s leading magazine, DRN delivers all of the news and information you need to run your business. We intend to carry on that tradition, helping you grow as the magazine enters its second decade.
It’s exciting to have the chance to delve into the dance retail market—especially at a time when the economy is poised for resurgence—because dance has always been an essential part of my life. I most recently served as the managing editor of DRN’s sister publication Dance Spirit, and I spent 16 years studying dance and competing with my local studio when I was growing up. I look forward to sharing strategic business knowledge with a community of small business owners who cater to young, optimistic dancers, just like I once was.
Dig into our fabulous shoe issue! Then, send me an e-mail at firstname.lastname@example.org to let me know what you think. Tell me what you hope to see in DRN going forward, and fill me in on your business. I can’t wait to hear from you.
With dancers busy in the studio perfecting routines for spring recitals, now is the time to stock up on performance wear. A deep inventory of tights, shoes and accessories in the appropriate colors and styles will win studios’ attention this season. If you order wisely and market shrewdly, you can easily draw traffic to your store. In this complete guide to recital season, we have lots of ways you can highlight the products and services you offer.
The most important accessory to every dazzling costume is a new pair of tights. In “All About Tights” (pg. 20), learn what’s new in the legwear category, so you can stock up on the latest styles. You’ll also find display tips to keep your product organized and easy to shop. And don’t forget the icing on the cake—stage-worthy hair accessories. In “Polished Ponies” (pg. 14), we round up the best buys for star performers.
Shoes are another recital must-have, and boosting their sales can help your bottom line. We asked columnist and DRN Expo speaker Laurel Tielis to share some of her favorite shoe event and promotion ideas. Turn to “Practical Promotions to Put Your Best Foot Forward” (pg. 36) for easy ideas you can use right away.
Before you place spring recital orders, it’s so important to know local studios’ requirements. Find out how four storeowners keep communication lines open with teachers in “Recital Season Marketing” (pg. 26).
Now is also the perfect time to get your customers talking about their recitals—and your store—through social media. Twitter is a powerful tool for engaging your customers, but using it the wrong way can hurt your business. In “Owning the Twitterverse” (pg. 34), we offer advice for best Twitter practices.
What are you doing this month to prepare for the recital season? Share your top marketing ideas and unique displays on our Facebook page: www.facebook.com/danceretailernews.
When it comes to ordering, there are a lot of factors you have to consider. Selecting the right styles, colors and sizes is a science, but it doesn’t have to be a hassle. This month, we dedicated the entire issue to helping you stock your store with the best products for the new year.
We tracked down all the deadlines and deals you need to know about in our “2012 Guide to Ordering” (pg. 20). This year’s guide is overflowing with incentives from major vendors, so you’ll want to hang on to it all year long.
Before you order, take a look at the newest spring dancewear styles from the top manufacturers. You’ll be itching for the end of winter once you see the new leotards featured in “Polished Pastels” (pg. 16).And to help dancers start this year off on the right foot, we highlight some of the most essential shoe accessories in “Happy Feet” (pg. 12).
Pointe shoes make up the core of your shoe sales, so we’re dedicating space in our magazine throughout the year to providing an in-depth look at each manufacturer’s collection. This month in “To the Point with Capezio/Ballet Makers, Inc.” (pg. 32), we spoke with Paul Plesh, senior product line manager for the company, about fit tips for all foot shapes, new shoe styles and trends. His advice will help you better plan your orders for the coming year.
Smart ordering is not the only thing you need to concentrate on this winter.You can increase your sales with new events and promotions. We turned to trusted retail experts and DRN Expo keynote speakers Rich Kizer and Georganne Bender for their ideas. In “Fresh Winter Promotions” (pg. 22), they share three brand-new events that will make your cash register sing.
How will you kick off this new year? Share your ideas with us online at
Ballet is the heart and soul of dance retail. It’s the reason most of your stores are coated in pink paint and why more than 75 percent of your merchandise features frills, ruffles or tulle. Ballet customers include babies, school-age dancers, pre-professional students and teachers. And the money they dish out for apparel, shoes and accessories makes up the bulk of your revenue. With so much riding on one category, there’s no room for error. That’s why DRN dedicates an entire issue to the ballet business. From the hottest dancewear styles to the best new business moves, we’ll show you how to boost your ballet sales.
To help you plan 2012 orders, we talked to top dancewear makers to find out what’s new and what’s selling. In “Ballet Fever” (pg. 20), get the inside scoop on the latest fashionable and sophisticated ballet looks. Then stock up on the season’s prettiest knitwear to keep aspiring ballerinas warm. Whether you’ve got a beginner or an advanced student, assistant editor Kristin Schwab found the best styles in “Winter Warmers” (pg. 16). And don’t forget to fill your shelves with all the extras—like toe pads, ribbons and tape—that dancers can’t live without. In “Dance Bag Essentials” (pg. 14), we show you the best new options for these must-haves.
Placing the smartest orders is only half the job. Increase your marketing and promotional efforts to meet higher sales goals. In “Effective E-mail Campaigns” (pg. 24), retailers offer their ideas for creating messages that really do get read. And in “The Do’s and Don’ts of a Group Fitting” (pg. 34), we show you the best ways to run a lucrative pointe shoe event—without hassles or stress.
November is a month reserved for giving thanks, and there’s much to be thankful for this year. High quality and great service—two hallmarks of your business—are important to consumers once again. According to the National Retail Federation (NRF), consumer spending has risen. While buyers still make purchases on a need basis, most now say they are looking for the best value rather than the lowest price. That’s why this issue is dedicated to all the ways you can offer more value this winter.
Round Out Your Inventory with Versatile Dancewear: Give your customers more bang for their buck with well-made styles that can be worn to any type of class. In “Dancewear for Any Day” (pg. 16), we show you the most wearable items on the market. You can also find the best lineup of skirts in “Sheer Beauty” (pg. 14).
Make Over Your Fitting Rooms: The fitting rooms can make or break a sale. A few quick fixes to your lighting and fixtures can enhance your customers’ experience. In “Dressing Up the Dressing Rooms” (pg. 26), we give you the resources you need to create a fitting room that sells.
Upgrade Your Technology: Mobile payment applications make processing transactions easier—especially those held outside of your store. Retailers who use these new card-processing tools report that they are more cost-effective than any other option currently on the market. Plus the novelty of running the checkout on her iPhone never fails to excite a customer, says Jo Steadman, owner of Freestyle Dancewear in South Williamsport, PA. Learn more about how you can implement services like Square and GoPayment today in “Turn Your Smartphone Into a Checkout” (pg. 34).
I’d love to hear the ways you’ll be adding value to your
customers’ shopping experience this winter.
E-mail me at email@example.com.
Now that the back-to-school crowds have thinned out, it’s time to start thinking about the next rush—holiday performance season. Winter recitals are a great opportunity to get your name recognized. There are several things you can do this month to set yourself up for a successful season. Here are a few of my ideas:
Restock Your Shoe Selection: Chances are your
inventory is low after a busy fall. Now is the time to replenish.
In “Top-Selling Soles” (pg. 16), we show you the most popular styles in all genres that are sure to be in demand once winter performance rehearsals kick into high gear.
Organize Off-Site Sales: Sometimes you need to look beyond your store to build your customer base. This winter, partner with a local studio to display your merchandise at its winter recital. In “Off-Site Recital Sales” (pg. 34), we show you easy ways to set up a kiosk, plus tips on marketing and the best inventory to display.
Try Something New: We’re always encouraging you to keep your store fresh, and the same rule applies to us at DRN. This month, we’re excited to introduce a new column full of effective marketing ideas. Turn to “Laurel’s Leads” (pg. 36) for three great holiday promotions from top retail consultant and DRN Expo speaker Laurel Tielis.
Try something new this winter and let us know how it turns out.
E-mail your ideas to firstname.lastname@example.org.
The holidays are approaching, and with them comes the unique opportunity to reach out to new—and nondance—customers. Over the next few months you’ll start welcoming the family and friends of your loyal dancers. As you help them select gifts, showcase your knowledge of the products you carry. Once you educate and impress these new customers, they will spend more and return often. That’s why we dedicated this entire issue to the most effective sales techniques and the hottest holiday products. Read on to learn how you can extend your marketing efforts to reach more customers this Christmas.
Special dancewear, like leotards with velvet details and rhinestone trim, excites everyone and makes the perfect gift for every dancer. No gift-giver will be able to resist the new dressed-up styles from top makers we feature in “Effortless Elegance” (pg. 18). We’ll also show you the best gifts under $20. We searched high and low for the newest and most exciting dance related stocking stuffers. Turn to “Petite Presents” (pg. 16) so you can start your holiday order right away.
Make shopping even easier for customers by offering a gift registry feature on your website. The added service will not only attract more business this winter, but will work for you all year long. Learn how you can build your own in “Make a Wish (List)” (pg. 22). With a little effort, you can have yours up and running by Black Friday.
Since your business is constantly evolving, employee training should be ongoing. In “Training Days” (pg. 35) learn three successful staff training techniques—including the best ways to teach pointe shoe fitting and new role-playing exercises. Then schedule a staff meeting right away. The more quickly you build your sales team, the faster you’ll build your revenue.
What are you doing to build your business this holiday season? Share your special events and promotions with us. E-mail email@example.com.
Basics may be simple in terms of style, but when it comes to ordering, displaying and selling them, things can get a little complicated. As one of your best-selling categories, it’s no surprise that you invest a great deal of time and money into this dancewear staple. That’s why this issue is all about how to make the most of this fundamental category.
Rethink Your Displays: Basic black leotards are a necessity for nearly every dancer, but don’t ignore how you present them in your store. Changing the colors of your fixtures and playing with quantities can make a difference in how customers see the product—and entice them to buy more. We asked several established retailers—including the managers at Capezio’s flagship store in New York—how they make basics pop. Turn to “Displaying the Basics” on page 22 to hear what they have to say.
Expand Your Selection: Basic dancewear styles are not limited to leotards. Try adding a rainbow of legwarmers or expanding your selection of pink and tan tights. The more essentials you stock, the more quickly you’ll become the go-to source for dancewear in your community. See all the new and best-selling legwear styles you need in “A Leg Up” (pg. 16).
Spell It Out: Consider the signage you use to direct customers around your store. After all, it’s the finishing touch of each display. Is the font clear and easy to read? Have you included the appropriate information? Are they visible? See “Secrets of Signage That Sells” (pg. 20) to help you create signage that sells.
The ideas in this issue can be applied to any category. Whether you’re working with practice leotards or performance-worthy dance dresses, try something different this year to increase sales. Then, share your advice and ideas with us. E-mail firstname.lastname@example.org.
In a few short weeks the back-to-school season will be in full swing. That means long and often chaotic days—but also large profits—are ahead. You spent the summer getting ready for the crowds. Now, take a closer look at your business practices, and fine-tune the areas that bring in the most revenue during the fall. In this issue, we look into a few changes you can make this month to prepare your store for the rush.
[bf: Increase your order for kidswear] Baby ballerinas are a large part of what makes back-to-school so successful. Having extra tutus and tiaras will up the wow factor of your displays, and whatever is left over after the rush will quickly sell in the coming months. For all the ruffles and frills fit for a dance boutique, see “Twinkle Toes” (pg. 14).
[bf: Don’t forget the moms] As Zumba continues to gain popularity, the number of dance moms who sign up increases. You can educate women on the importance of wearing dance sneakers to class while they are shopping for their daughters’ schoolwear this fall. In “ZUMBA!”, (pg. 20), we share easy event ideas and quick promotions you can use to get more Zumba dancers to shop at your store.
[bf: Refresh your selling space] The rest of your shop is important, too. Dancers won’t know you have new gear if your displays and signage look the same. To find out what will work best this fall, we turned to professional retail consultants for tips from national chains. In “Best in Class,” (pg. 22), learn how stores like Macy’s and Target refresh their look for fall.
[bf: Wrap it up] Long after you accept payment, keep up the excitement of the shopping experience with creative packaging. In “In The Bag,” (pg. 28) we show you how handing out a new shopping bag at the end of each customer’s visit will effortlessly lead to her next.
What do you do in July to prepare for back-to-school? Share your favorite last-minute planning tips with us. E-mail email@example.com, and follow us on Facebook and Twitter for daily updates.
-Libby Dowd, Editor
Expectations for back-to-school season are high. The increase in popularity of categories like ballroom, liturgical and Zumba brought in new customers during the slow season, and those shoppers will stay loyal this fall. In this issue, we offer smart sales and merchandising ideas that will prepare you for larger crowds and make this year more successful than the last.
In order to top last year’s sales, make sure your style selection matches customer demand. This fall, basics remain among the most requested categories, and in “The Barre Necessities” (pg. 16), we’re showing the current must-haves from your favorite manufacturers. Since no style or dancer is the same, fashion editor Kristin Schwab shares tips on fitting the right leotard to each body type.
Another great way to increase back-to-school sales is to focus on one of your other top selling category—pointe shoes. Introduce a pointe shoe loyalty club, and you’ll not only grow your customer base, you’ll have a new way to give back to existing shoppers. Plus, there are other advantages to tracking dancers’ pointe shoe purchases. Learn more in “A Shoe In” (pg. 34).
The more shoes you sell, the higher the demand for tights will be. Make your legwear selection easy to shop with a few tweaks to your current display. In “In Good Form” (pg. 22), we share three tights displays that prevent customers from making a mess of your inventory.
In this issue you’ll also find coverage from the 2011 DRN Expo. See exclusive images from the exhibit hall and a recap of the educational breakout sessions (pg. 20). The education you received at this year’s Expo will help make back-to-school season a success.
What are you doing in your store to build back-to-school sales? Tell us what shopping incentives or merchandising plans you plan to implement this year. E-mail firstname.lastname@example.org.