Accessorizing Ames - Ames Department Stores - Brief Article

DSN Retailing Today,  May 21, 2001  

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As Ames Department Stores attempts to keep sales expanding by opening new doors, the chain is relying on a variety of categories and merchandise presentations to preach its value message to customers. To this end, accessories is an influential player.

While Target continues to stretch upscale with proprietary brands such as Mossimo and Wal-Mart takes price points to loftier levels in its latest batch of stores--opened in March in New Jersey, Indiana, Illinois and Ohio--Ames is zeroing in on a young customer that wants fashion at a lower price.

Ames is keeping its assortment priced for the most value-conscious shoppers.

This strategy is evident in accessories in its new store format, featuring sections that are about five percent larger than those in older stores. Accessories is one of several categories with dominant signage that alerts shoppers to Ames' "A-Plus Value" pricing. The department is visible from most of the store.

"We are making a major statement in accessories," said Joe Ettore, chairman and ceo of Ames, during a store opening in North Brunswick, N.J. The department is a 200-sq.-ft. area positioned in the front, left side of Ames' most recent prototype.

Though accessories accounts for less than 10 percent of Ames' store sales, it is a department the retailer believes sends a message to customers that speaks to Ames' ability to stay on top of trends. In fact, its juniors apparel is often looked to as inspiration for accessories.

"A lot of our fashion accessory business is driven by the younger consumer and trends that are happening in the juniors market," says Karen Lutz-Lento, divisional merchandise manager for accessories.

The hottest looks are interpreted via color and style. However, Lutz-Lento says Ames must edit the styles it offers, so its customers don't have to shell out their hard earned dollars on items that are too trendy or frivolous.

Currently, Ames is making a bold statement in funky hair accessories such as faux hair buns, while also carrying over the scarf look from last summer-- those triangle-shaped scarves that tie behind the neck. Big hats, especially those in black and white or straw, also make a big impact in the store.

To attract young customers--and to lure them away from specialty stores like Claire's--Ames merchandises room accessories along with its head scarves and faux hair accessories. Space is now dedicated to home decor products such as those '70s-style beads once popular as door substitutes, water globes and novelty lights.

Ames stocks accessories from manufacturers such as Fantasia, Arlington Hat, Accessory Network, Berkshire, and Capelli.

Spring has been a strong season for accessories with belts, bandanas, tube tops and coordinated accessories selling well, Lutz-Lento says. Specifically, belts with perforated braids and grommets have been garnering shoppers' attention, along with room decor items such as novelty lights and beaded curtains. She expects belt sales will continue to expand into fall and spring 2002 (see story below).

Handbags are also a major thrust for Ames. Connie Garey, divisional vice president and divisional merchandise manager says rayon crochet handbags and frosted bags are selling briskly. For spring 2002, Ames will be putting its dollars behind rayon, underglass and vinyl looks, and wrinkly nylon.

In handbags, leading suppliers include Betesch Group and Pacific Connections. According to Garey, Ames is maximizing a shape trend, with items like bowling bags and other round shapes, by presenting it in several fabrications. She's seen a move toward larger size bags, especially for juniors.

For fall and Back-to-School, Ames is expecting a new so-called ultimate tote to capture shopper interest. The bag is a backpack with notebooks and a compact disc holder with room for a computer, a cell phone and organizers. In cold weather accessories, Ames plans to make a big statement with stripes for fall 2000.

The accessories department, carefully targeted at young shoppers, dovetails nicely with cosmetics, which is directly in front of the area. Ames has also edited its cosmetics with an eye on keeping young shoppers interested.

Concludes Ettore, "Accessories is an example of a category where Ames can really make a statement and show customers just how much value we offer."

COPYRIGHT 2001 Lebhar-Friedman, Inc.
COPYRIGHT 2001 Gale Group