How to Devise a Merchandise Concept

Test the Fringes, Too

Having said all of that, it’s also important to allow your merchants to test the fringes of your concept, to find new ways to interpret the concept while maintaining the integrity of the overall catalog strategy. This will allow continued growth.

Set a percentage of product (about 80 percent) that firmly meets the merchandise concept, while allowing the remaining small percentage to push the envelope a bit. Also, be sure someone in your company is accountable for maintaining the focus and ensuring that each marketing effort delivers the concept to the customer through the products (normally it’s the head merchant).