Based on the scenario below, where is the best place to merchandise the robes in the store?
The buyer for a lingerie store wants to carry a new line of robes for March-May. The buyer has had great success with robes brought in for the fourth quarter for the holidays, but wants to add a few more to the assortment for Mother's Day. The buyer wants to test five styles in the top 10 sleepwear stores. This assortment will hit the selling floor in March and the buyer hopes to sell the entire stock during the week following Mother's Day.
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Placement of merchandise in a retail store is critical to a store's success. Based upon the scenario given, the new items--the robes--should be placed at the front of the store. New items create excitement, interest, store traffic and sales. Customers may walk into a store to see a display of new items, instead of just passing by the store. Then, while in the store to see the new items, customers may stay and buy something. Clearance items are often placed in the back of a store. This is done because in order to reach these items, consumers need to pass by numerous other items on display. Retailers hope that a consumer, on the way to the back of the store, will stop and purchase an item that is either full price or on sale. Every item in a store is placed in a specific place for a reason--nothing is by accident.
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