wouter munnichs

Picture by Jenneke Luijmes.

5 Reasons Why You Need Skilled Staff In Your Store

Running a denim store is not always easy these days, whether it’s on- or offline. Retail is changing so fast, and not to forget the mindset of the consumers. You could always make a difference with well trained store staff, but nowadays this is more important than ever. Time to zoom in on 5 reasons why skilled store staff is key to becoming the denim destination in town!


Reason #1) Consumers are more informed than ever.

Although the 1st of January 1983 is considered the official birthday of the internet, it took off the last twenty years as a source for many consumers. Nowadays consumers are so well informed about products, especially when social media became big. These social platforms makes it very easy to stay informed. Even retailers are using social media to spot new brands for their stores nowadays.

As consumers are more informed than ever, store staff need to know what they’re selling. You need to know all the ins and outs of the products in your store. Knowledge is something you can use in your sales talks, which is of course harder to experience while shopping online (here you can use a live chatbox for example). So, knowing the right info about your products is key; how and where is the jeans produced, who are the people behind the denim brand, what makes a specific pair of jeans more special than others, when is the new collection or special collaboration coming out, and so on.

Conclusion: Stay informed and share your denim knowledge with your customers to make a difference!

Reason #2) People can buy cool jeans everywhere.

Shopping for jeans was never as easy as now. Everyone can shop online with just a few clicks on their phone, tablet, or laptop. It’s done in a blink of an eye, and it doesn’t matter if you’re shopping at a local (web)shop or at a shop a few thousand kilometers away from you. The package will hit your doorstep in a few days anyway.

Therefore you need to make a difference with your (web)store and staff. And it doesn’t matter if you’re running a brick-and-mortar store or an online shop, everyone needs to do more than before.

You can stand out with your denim collection in the (web)store, but also your (web)store staff can provide service someone else can’t. You need to make a difference and be willing to walk that extra mile for your denim customers. A winning team with a champion mentality that wants to win each day by scoring the best possible, day in and day out.

Conclusion: Act each day if you’re playing a final and make the best possible on all kinds of retail levels. No matter if you’re running a business on- or offline.

Reason #3) Consumers expect top-notch service.

As already said in number 2, people can shop everywhere, but it is up to you to give your denim customers that ultimate shopping experience. This can be done in many ways such as selling special brands that aren’t available on each corner. Organize a few times per season a special in-store denim event with other denim-related products and brands. Set up denim activations during busy shopping days so they can experience the craftsmanship of products, or connect with other local retailers to do something special together on the same evening, like a midnight shopping experience.

Online shops can do the same, produce fitting videos of the latest collection, make interviews with the people behind the brands, or set up live meetings and scroll through the latest styles in your online store with your denim customers.

Other simple, but important details can make the difference too; make it comfortable for your denim customers, make it their second home, treat them as you want to be treated yourself, and keep them informed about your new denim and jeans styles, trends and specialties now and then via newsletters, and social media updates. You can also give them a call or send them a personal e-mail if you haven’t seen them in a while.

Conclusion: Stay connected with your denim customers, and be active to stay on top of mind by them. Give them the ultimate shopping experience, online and offline.

Reason #4) It isn’t easy to find your ultimate pair of jeans.

Almost everyone knows that it can be quite difficult to find the right pair of jeans for your body type. Sometimes it can be hard to pick the right jeans in the denim jungle. As everyone has a different body shape and taste it’s not always that easy to find your next favorite jeans. Good skilled and trained store staff can help you out and make your life easier by helping you out and advising on the right fit for you where you feel the most comfortable in.

Sometimes it sounds easy, but if you are in a denim store in front of a huge denim wall, it can be the opposite. And when shopping online, it can be hard to pick the right brand or fit too with all those many denim ‘flavors’.

Good store staff will listen first to what someone prefers and what they’re looking for, and then they will make a small selection with a few pairs. You don’t want to try half of the store to get that ‘Yes, this is the one!’ feeling.

Conclusion: Listen carefully to the wishes of your denim customers and then make a small selection of jeans that they can try. Don’t try to push a fit or style that doesn’t match the personality. Remember, jeans is for everyone and there’s a jeans for everyone too, but you need to find the ultimate denim match!

Reason #5) Cross-selling can make a difference for every retailer.

Some say retail is about detail. True, but don’t forget that it’s about selling at the end of the day. You can make your shopping window the coolest in town, your marketing can be groundbreaking and your store can be styled mouthwatering, but these are all tools to achieve the best sales. Some denim retailers prefer a more aggressive sales strategy while others use the easy-going help yourself vibe. In the end, you need to do what fits the best for you and your denim store, but in all cases, try to use cross-selling too. It’s easy and can be experienced by your denim customer as a service tool.

If someone is buying a pair of jeans, it’s so simple to ask if they already have a good leather belt. Or to show that new denim jacket so they can wear a Canadian Tuxedo. Even with products that aren’t denim related, show that new footwear style that just came in that matches perfectly with that old school selvedge or destroyed pair of jeans. If you’re doing it correctly and not too pushy, your denim customers will appreciate your enthusiasm about the products that you carry in your store.

Conclusion: Try to sell extra products without acting like a salesperson that needs to reach their day or week target. If you’re doing it with a natural vibe, your customer will appreciate it for sure.


Learn More About Denim!

denim facts

Read it here: 10 Fun Facts You Need To Know About Denim

denim knowledge

Read it here: 10 Important Years You Need To Know About The ‘Big 3’ Denim Brands (Levi’s, Lee & Wrangler)

5 Misconceptions About Denim You Need To Know

Read it here: 5 Misconceptions About Denim You Need To Know

If you want to educate your (store) staff with more denim knowledge to boost your business, send an email for the possibilities: wouter@long-john.nl

Written by Wouter Munnichs
I'm the founder of Long John. Next to running this daily magazine, I'm working as a freelance denim specialist for the industry. Titled as 'Denim Influencer 2020' by Rivet 50. Celebrated my 10th anniversary with Long John in 2021.