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We are all students, whether we're enrolled in an institution of higher learning or just meandering our way through life.
And one thing that most army/navy retailers have learned in the school of life is that they are well-positioned to take advantage of the back-to-school selling season, as many of the bread-and-butter items in the retailer's inventory are increasingly in demand by the high school and college set.
For Larry Gemma of Mystic Army-Navy in Mystic, Connecticut, back-to-school is intermingled with their strong tourist and vacationer business.
"Caps and hats, followed by t-shirts are our biggest scholastic sellers," said Gemma.
Additionally, Gemma moves a lot of camo clothing, soft footwear, pencils and sharpeners, raincoats, backpacks, duffels and trunks.
Gemma stocks back-to-school items in mid-August for sale in late August and through early October.
Buzz Smith of Sgt. Smith's Army-Navy in Shelbyville, Indiana and Brooke's Army-Navy Surplus in Indianapolis, noted that the school year in his area now begins in mid-August (a national trend as well).
Smith does some volume selling with the local schools on basic t-shirts, and apparel in school colors also sells well. Bags, packs and foot lockers are also staple items for Smith's back-to-school season.
Smith is keeping track of changes coming to the back-to-school market in his area.
"The Indianapolis school system is trying to adopt a dress code," said Smith.
Dress codes are becoming another national trend, and some schools are even considering uniforms.
Army/navy retailers should also learn about certain items that schools are banning, such as camouflage, thematic t-shirts that promote violence or indecency and some types of footwear.
John Ottaviano of Rothco advises retailers to leverage the fashion appeal of their regular inventory with young adults, specifically high school and college students.
"High school and college age young adults are the most likely to take advantage of the products available at army/navy stores," said Ottaviano. "Retailers should focus on what this age group finds fashionable."
Ottaviano also recommends selling ensembles rather than individual items.
"An army/navy retailer can put together an entire outfit from head to toe, including a backpack or shoulder bag that will appeal to the student," he said.
He also advised retailers to sell commodity items in bulk.
"Kids will need socks, underwear and other items in large quantities. Retailers should offer 'three for' deals on these items," Ottaviano noted.
Casual shorts, shoulder bags, musette bags and messenger bags are also in vogue.
author: BY MARK HAWVER