Let’s discuss denim for a moment.

As many of you know, I was a merchant for the bulk of my retail career. And, during those days, I bought a ton of denim for my stores – Levi’s, Seven For All Mankind, Citizens of Humanity, True Religion and so on. I also assorted denim for Lauren across UK and Europe.

When it comes to executing on merchandising strategy, denim poses some unique (and not so obvious) challenges.

These include:

• Jeans have numerous size variations including inseam and length. There is inconsistency across brands on where to show size and fit information. Either it’s a size label on the back of a waistband or on the front leg with a sticker. This makes it difficult to plan how to display multiple brands together.
• Some denim styles are rigid and too structured. S hooks can help show the drape of the denim but a rigid non-stretch jean could look too stiff.
• Broken sizing is common in denim because every style of jeans fits differently. This can be tremendously difficult to display if sizes are missing.

Of course, the usual rules of merchandising still apply here such as assorting denim with tops and accessories to complete the look.

So, what are some of the best ways to assort and merchandise denim? Also, where can we find examples of the “do’s” and “do not’s” aside from brands like Levi’s?

Here are some things that worked for me:

1. Clear signage that displayed the brand, fit and style. If a style had stretch or were low or high-waisted, these features had to be called out.
2. Similar styles should be merchandised together. Many customers will gravitate towards a certain fit, no matter the brand or wash. For example, a customer may only wear jeans with high-stretch due to comfort and body type.
3. Display light washes transitioning into darker washes on a feature wall or display. This creates depth and volume as colors go from light to dark.
4. Marketing photography, mannequins and display tables that show a complete outfit styled with accessories. This helps the customer imagine themselves wearing the denim.
5. Style and fit information displayed on hangtags, making it easy for a customer who prefers to shop on their own vs. with an associate.

Now, let’s go to the shop floor.

1st, Hudson’s Bay Flagship at Yonge/Queen.

I visited the store a few weeks ago, before HBC filed for creditor protection. The denim sections stood out for me, but not in a good way.

At first glance, you might think the following is okay. But, the devil is in the details here.

Here, the styling of the denim is sub par. Three of the four mannequins essentially look the same and all are outfitted with running shoes only. The marketing photo in the background looks dated. There is a missed opportunity here to showcase the versatility of the denim.

Let’s look at another denim area of the store.

The trouble here is trying to figure out how this is supposed to be organized. There is no signage or product information to catch the customer’s eye from afar. The three lower-body displays shows different styles but with no context or product knowledge. The styles and washes on the display table don’t all match the ones on display, making it difficult for the customer to connect the display to the inventory.

The photo of this display was taken earlier this month. But, this area has looked the same since at least January from when I last visited this location.

Now, let’s contrast this with the denim display seen at a Marks & Spencer’s London location.

Look at how s-hooks are used to hang and display the denim styles. The items are arranged by fit and color; the transition of different denim colors is quite eye-catching. Notice the lifestyle shots in the background. If you look near the top of the photo, there is a clear indication that these are straight jeans. On that same display are product photos and a QR code for the customer to discover further information about the product.

Finally. let’s look at a shot from a Levi’s location.

Not much needs to be said here — this is well done. In fact, if you scroll back up the M&S and The Bay photos, then scroll back to Levi’s, the contrast is a jolt to your senses.

Creative and distinct outfitting of the denim on the mannequins. Look at the upper left for lifestyle photos. Denim is nearly folded away on the shelf on the right hand side. The remainder of the items are hung up on wooden hangers. The styles that are on display can be easily shopped on the wall behind the mannequins along with the styled accessories.

No doubt, good merchandising goes a long way.