Jim Flyn

Summary Background
Success Stories*

 

 

 

(27)  Manufacturer Saves $10 Million, Compliance Improves 135% by Outsourcing In-House Merchandising Team.  Immediate Savings Of 32% Per Visit. Employees Reduced from 400 to 40*.  Associate led effort to reduce internal merchandising staff of 400, which called on 8,000 locations servicing high sku count products.  The in-house team was not performing for a number of reasons, including the rep’s inability to be effective in two different chains at the same time.  (E.g. Wal*mart and Macy’s.) 

Categories:  HBC, Intimate Apparel

 

 

(29)  Manufacturer Saves $20 Million, Increased Sales $225 Million (30%) Over Five Years by Outsourcing In-House Merchandising Team.  Associate led effort to outsource struggling in-house merchandising team, including disposing of fleet and using multiple external services.  In-house team was struggling due to rapid growth of brand and distribution.  (JF)

Categories:  HBC, Intimate Apparel

 

 

(106)*  International Brand Introduced in U.S.: $0 to $125 Million Year Sales in One Year.  Successful with U.S. Women, Not U.S. Men

Manufacturer:  European HBC Manufacturer

Problem: Normal problem of 70%+ failure rate for introduction of international brands in the U.S.

Solutions Notes:   Associate led team responsible for execution of marketing and in-store retail activities.  Key tasks included:

  • Identifying and working with partners to create "high-end" Point of Purchase materials, Point of Sale materials and fixtures.  (Fixtures were injection molded plastic for displays and end caps.  Also included "shelf talkers").

  • Define how product would be merchandised at multiple retailers

  • Developed pricing strategy

  • Advised on how to spend $30+ million launch budget in national advertising, trade development funds, fixtures and retail merchandising services. 

  • Helped sales team create and execute sales plan focused on most profitable opportunities with retailers

Category:  HBC, Skin Care  (JF)

 

 

(107)*  International Brand Introduced in U.S.: Estimate $0 to $100 Million Year Sales in One Year.  Succeeded After Failure Ten Years Earlier

Manufacturer:  European HBC Manufacturer

Problem:   Normal problem of 70%+ failure rate for introduction of international brands in the U.S., plus having failed a decade earlier.

Solutions Notes:   Did "nearly everything right" the second time around:

  • Business plan based on core products where consumer awareness and trial could be accomplished inexpensively

  • The product and display appearance in-store was attractive

  • Significant trade funds were spent to get product placed on numerous end caps and "power wings"

  • Extensive ad campaign and direct mail were timed with the product arriving in-store

  • Sampling effort to Dermatologists was extremely effective (resulting in doctors giving patients a free sample) 

  • Stayed focused on just skin care - did not try to extend to shampoo, acne preparation, etc. as previous failed effort had done

Category:  HBC, Skin Care  (JF)

 

 

* Success stories are summaries and approximations only.  See our web site for additional details on success stories.