PGA Magazine Article #2
Jennifer Trautwein
Customer Success Manager | Relationship-Driven Problem Solver | Passionate About Delivering Results | Building Strong Connections | Leader in CSM
PGA Professionals' Best Practices: Retailing
Jennifer LaRocca on Retailing: Consider New Brands and Styles
Jennifer LaRocca is PGA Professional & Head Merchandiser at Heritage Bay Golf & Country Club in Naples, Florida.
Jennifer LaRocca on the importance of considering new brands and styles:
I’ve noticed for the past two years that women – and even men – love new things. By that I mean, brand and style. Everyone is pretty much over wearing the same three or four popular brands that make the same type garments. I’m not trying to put those brands down, but I have noticed members love when I bring in a group they’ve never heard of before, or something you can’t find everywhere. They seem to buy more with the newer companies we carry. I attend trade shows about three to four times a year. The PGA Merchandise Show is a great place to scout brand new vendors that no one has heard about, and I attend the local Naples and Estero shows on consecutive days that also have new vendors I can look into as well. I like to keep up with trendy new things. It’s also great to get the older women to change from thinking, “I can’t wear this,” to “I can wear this!” I feel age shouldn’t matter when it comes to style.
Jennifer LaRocca on the business impact of considering new brands and styles:
Sales have increased about $21,000 this year at our club compared to last year. At the club I was at last year, it was about the same increase, or more. I believe it’s because of the variety of brands I bring in: that, and it’s never the same styles. I try to freshen it up as much as possible and stay in tune with the style trends. I want our membership to always try clothes they aren’t used to wearing.