Baseball caps have adorned American heads for decades, worn by men and women of all ages and in all walks. With distinctive colors, patterns, materials and embellished with sporting slogans or favorite brand logos, caps show the wearer’s personality like nothing else. Many Western companies are including caps in their lines. Here are a few tips for incorporating ball caps into your store.
Place strategically. “[Ball caps are] a great product to have merchandised front-and-center,” Jason Adams, president of BEX Sunglasses says. “Caps will attract eyes daily, especially if it’s hot outside. Everybody is looking for a gift for a brother, cousin, sister, or in-law—a cap for $25 or $30 is a cool product that makes for an easy purchase.”
Segregate by brand. If you carry a variety of brands, HOOey Brands President Joey Austin says don’t mix them up haphazardly on the same display. Instead, organize them by brand or with separate displays.
“Let each brand that you carry tell its own story,” Austin says. “I think the customers really appreciate a brand’s story, and the more you can concentrate on each brand in its own right and allow the merchandise to shine that way, I think that will ultimately improve your return.”
Refresh regularly. While replenishing popular styles has its place, HOOey cap buyers prefer new products on a regular basis.
“I think today’s customer wants new and innovative,” Austin says. “My advice is not to be afraid to be progressive, and while you want to keep an eye on good replenishment, don’t be afraid to bring in new fashion styles and push the envelope, because I think that matches the behavior of today’s consumer.”
For more cap tips from Western retail experts, look for the full article in the spring 2018 issue of Western Lifestyle Retailer.
By Abigail Boatwright