Fashion Retailer of the Year Awards 2007 - Judging criteria

What makes once chain or boutique better than another? How effective is store layout in enticing a customer through the doors? Below, Fashion Retailer of the Year Award judges Zoe Edquist and Belinda Smart outline the criteria that helped them sort the best of the best.

First impressions
*Does the shop have clean, modern fascia and signage?
* Does it have the "pull factor"?
* How effective is visual merchandising?

Store layout
* What use has been made of store design and/or the window area?
* Is lighting used to maximum effect?
* Does the counter cater to impulse purchases?
* Are the changing rooms large enough and fitted out with mirrors, hooks and a chair?
* Are the changing rooms private?
* Is their innovative display merchandising?
* Does the store have a particular atmosphere or ambience?

Customer service
* How many staff?
* Do all staff wear uniforms or a particular fashion to reflect the brand/store?
* Is the store/chain's staff attentive, friendly and knowledgeable?
* What is the quality of customer service?
* How well do staff know the store/company/chain's product?

Breadth and depth of employee training

* What training exists and what does it entail?
* How are training results measured?
* What evidence is there of staff review measures in place?
* What other relevant employee initiatives and/or incentives exist?
* What is the level of employee turnover?

Marketing, advertising and promotions
* What type of materials are used?
* What use of point of sale material is evident?
* Is the information presented accurate and up-to-date?
* What is the level of localised advertising?
* Is the store/company/chain involved in community activities?
* Does the retailer employ national advertising campaigns and/or catalogue promotion?
* How effective are the methods used?
* Does the store/chain/company have a website and what does it offer the consumer?
* Does the company actively use public relations?
* Does the store have a customer loyalty program and a customer database?

Business/operations
* What is the percentage revenue and sales growth over the past three years?
* What information systems are in place and what are the benefits to the business as well as the customer?
* How many years of industry experience do each of the top three placed executives in the company possess?
* How good is the relationship between the retailer and its suppliers?
* What is the stock availability and suitability for the target market?
* What is the discounting strategy?
* Does the store/company/chain meet its published payment policy?
* What is the store/company/chain's buying policy?
* Is there a layby policy?

By Zoe Edquist and Belinda Smart