Europe - Notes from John Collins
Week 13
Combined sales were 76% of target and 83% of last year.
MM was 43% of target and 50% of last year.
RM 82% of target and 88% of last year.
Made to Measure
The $300 off MM did not get the customers interest going for one reason or another even though the merchant cloths were included in the sale.
The 50% off sale is on again and as you all know.
- We should be chasing the regular customers who did not take advantage of our last 50% sale.
- To get the customers who are picking up their suit to order another.
- New first time customers interested in a beautiful made to measure suit at a fantastic price.
Although we had a low return on MM some branches managed to put some measures on the books
| 3162 Lakenheath | 1,255 | 2,040 | 62% |
| 3282 Mannheim | 990 | 448 | 221% |
| 3256 Grafenwoehr | 1,010 | 919 | 110% |
We need more on the books next week and with the 50% sale we should hit target.
Ready Made
We missed the goals on both target and last year figures by $10,000 and $6,500 respectively. Great week from Stuttgart $ 9005 and Kaiserslautern $8135.
The Proms have helped sales in most stores the last few weeks and it has carried on this week with managers reporting in sales to the younger “Gentleman”.
The customers are going the cheaper route buying only the shirt and ties which we now have a good stock of, rather than the full suit as they have done in previous years.
The suit of the month is back with us with the BL 661 blue blazer and TS 980 beige trousers please price separately and on the hanger swinger ticket write “blazer price only” to help the customer and cashier from getting confused.
This is good time to introduce this combination as the warmer months arrive.
| Actual | Target | % Tgt | |
|---|---|---|---|
| 3362 Aviano | 580 | 1,239 | 47 |
| 3223 Bamberg | 645 | 868 | 74 |
| 3204 Baumholder | - | 297 | - |
| 3216 Brussels Embassy | - | - | - |
| 3281 Chievres | 3,615 | 3,570 | 101 |
| 3207 Garmisch | - | 372 | - |
| 3256 Grafenwoehr | 4,420 | 5,330 | 83 |
| 3192 Heidelberg | 5,720 | 5,652 | 101 |
| 3197 Kaiserslautern | 8,135 | 7,858 | 104 |
| 3162 Lakenheath | 3,090 | 6,941 | 45 |
| 3282 Mannheim | 3,075 | 2,975 | 103 |
| 3259 Ramstein | 4,240 | 7,932 | 53 |
| 3226 Schinnen | - | 496 | - |
| 3156 Schweinfurt | 1,945 | 2,231 | 87 |
| 3230 Stuttgart | 9,005 | 6,197 | 145 |
| 3361 Vicenza | - | 496 | - |
| 3268 Wiesbaden | 3,355 | 5,701 | 59 |
| Ready Made, 002 Aafes - Europe Totals | 47,825 | 58,155 | 82 |
| 3215 GB Shape | - | 372 | - |
| Area Total | 47,825 | 58,527 | 82 |
A quick summary on who did what this week
| 3362 Aviano | 580 | 1,463 | 40% |
| 3223 Bamberg | 645 | 1,047 | 62% |
| 3204 Baumholder | 0 | 297 | 0% |
| 3216 Brussels Embassy | 0 | 202 | 0% |
| 3281 Chievres | 3,615 | 4,556 | 79% |
| 3207 Garmisch | 0 | 372 | 0% |
| 3256 Grafenwoehr | 5,430 | 6,249 | 87% |
| 3192 Heidelberg | 6,215 | 6,817 | 91% |
| 3197 Kaiserslautern | 8,480 | 9,091 | 93% |
| 3162 Lakenheath | 4,345 | 8,981 | 48% |
| 3282 Mannheim | 4,065 | 3,423 | 119% |
| 3259 Ramstein | 4,240 | 8,829 | 48% |
| 3226 Schinnen | 0 | 496 | 0% |
| 3156 Schweinfurt | 1,945 | 2,522 | 77% |
| 3230 Stuttgart | 9,500 | 7,250 | 131% |
| 3361 Vicenza | 0 | 608 | 0% |
| 3268 Wiesbaden | 3,355 | 6,418 | 52% |
| Total Trade 002 Aafes - Europe Totals | 52,415 | 68,621 | 76% |
| Total Trade 009 GB Shape Totals | 0 | 596 | 0 |
| Area Combined Total | 52,415 | 69,217 | 76% |
Here is the full break down of combined sales compared to last year. If it is not shown then there were no sales to go against.
| Store | % MM | % RM | Total % |
|---|---|---|---|
| Schweinfurt | - | 95 | 76 |
| Lakenheath | 45 | 46 | 46 |
| Heidelberg | 56 | 66 | 46 |
| Kaiserslautern | - | 106 | 110 |
| Bamberg | - | 90 | 90 |
| Stuttgart | 58 | 141 | 131 |
| Grafenwhor | 57 | 155 | 117 |
| Ramstein | - | 58 | 54 |
| Wiesbaden | - | 86 | 77 |
| Chievres | - | 71 | 66 |
| Mannheim | 100 | 165 | 143 |
| Aviano | - | 56 | 56 |
| Area Total | 50 | 88 | 83 |
The first quarter we are: target 89.6%, last year 97.9%
Great start to the year considering troop deployments and the drawdown of forces in Europe
You can all be proud of the performance you have turned in the first 13 weeks of a very difficult year. I hope this gives you a better feeling on how the area is performing.
What tips or tricks can you pass on !!!
Kaiserslautern
Use if you can a bay for displaying shirts and ties, helps with finding space for them.
Leigh.
Good luck and good trading
John Collins
