(First published by The Swim Journal, January 1993) THE SILENT MAJORITY By Edwin Richard Rigsbee COPYRIGHT 1992 Rigsbee Enterprises, Inc. For the life of me I just cannot understand why it is that so many swimwear retailers leave so much profit on the table! Price Waterhouse economist, Ira Kalish, recently told me that there is no doubt that the 90's will be the decade of customer value. He also shared some demographic information. Throughout this decade you'll see fewer new consumers, baby boomer ageing and fewer traditional households. What this means is that you'll have to do more with less! If you can beat your competition in this arena - you'll succeed. You can sail past your competition if you pay attention to the silent majority. This majority is the entire population save the women from size: 5 to 9. This includes: Plus Plus, Long Torso, Separates, Medical Specialty, Maternity, Children, Girls, Boys and Men. For sales and profit increases, you must look to these commonly ignored categories. Look at it from an economic point of view. You're already paying the overhead. All that really needs to change is your need to be better at buying and inventory control. Computer accounting and inventory systems will help and are now quite reasonable; check out RealWorld Point- of-sale Plus, (800) 678-6336. Today's economic reality: "Shift with the current or drown!" It's true that the size 5 to 9's on the average buy more per capita but that is because many of the silent majority have such limited choices. They find a suit that fits and they hold on to it for years. Today it's different the manufacturers have awakened to the smell of new profit centers. How about you? Lucy Leduc from industry innovator, Christina, says that their private label program for "specialty" swimwear is growing at a "heavy" rate. You can now have maternity and plus plus with your own label and can select from their fabric library to create a look set apart from your competition. It's a gift from Heaven. Contact Rita Mulloy at their New York office, (212) 391- 0710. If you have trouble meeting their quantity requirements you can partner with a few other shops in areas geographically distant to yours and start a buying syndicate. Now that you have something for the silent majority to purchase, I want you to discreetly assist your new customers. Become an expert swimwear consultant. Take this idea one step further and create Benefit Tags to attach to all your swimwear. Yes, print your knowledge on tags. Things like: Slenderizes Thighs, Tightens Tummy, Torso Lengthening Effect, Accentuates Chest - you get the idea. Include your store name on the tag for that customized look and answer the questions that many in the silent majority might be hesitant to ask. The responsibility is yours to be accurate in the benefits your customer will receive from certain styles and fabrics. How in the world will you find these new customers without spending your next decade's budget? First, I'd like to be clear that you accept that advertising is a process, not an event. Advertising must be considered fixed overhead for a retailer. How do you feel about public speaking? It scares you to death? Good! Now is a wonderful time to expand past that which is comfortable. It's Fall - you have the time. Offer to speak about "The State of the Swimwear Industry and How This Year's Innovations Will Benefit You." Not a bad title if I do say so myself - use it, it's yours! Who do you speak to? Everybody! Start with the local service clubs and the Chamber of Commerce. Next try the hospitals, health spas and self-help organizations. Just be yourself and they'll love you. How about offering a "Silent Majority" Fashion Show? What have you got to lose? Even if your first try is not wonderful - have a good laugh at yourself and try again. Colonel Sanders made over a thousand calls trying to sell his chicken recipe before making his first hit. In this decade consumers are getting busier and busier while becoming more focused. Browsing and window shopping is becoming a luxury for which few people dedicate time. Customers who are treated well receive value. They then become intensely loyal, this is a truth of retailing in the 90's. Review the list of additional category possibilities and add to it. Maternity, Medical, Plus Plus sizes, Children, Girls, Separates, Sport and/or Team, Long Torso, Body Wear, Small Adult, Large Child, Boys and Men. Now take a quick inventory of how your current selection meets these needs. Then you might see for yourself just how much money you are losing in missed sales. Floyd McKay, a retired J.C. Penney executive reminds me that it's not in the markup but in the ring-up that decides profit! ################### Edwin Richard Rigsbee is the author of The Art of Partnering, published by Kendall/Hunt Publishing (800) 228-0810. Rigsbee is President and Founder of Rigsbee Enterprises, Inc. (REI) located in Westlake Village, CA. REI is a strategic management and marketing consulting firm specializing problem detection and solutions, customized training programs, and keynote presentations. Rigsbee can be reached by Tel: (805) 371-4636/0(700) RIGSBEE, Fax: (805) 371-4631, Mail: P.O. Box 6425-PC, Westlake Village, CA 91359, or Email: EdRigsbee@aol.com and 102151,61@compuserve.com. You may visit Rigsbee's internet web site at: http://speakers.com/rigsbee.html.