Creating a Category Destination
At Sports Authority, I helped create and launch the company's first national Yoga Shop concept, transforming a collection of products into a dedicated category experience.
The initiative focused on making women's yoga apparel and accessories easier to shop while strengthening brand storytelling and improving the customer journey.
Challenge:
Women’s yoga products lacked visibility
Customers were shopping fragmented categories
Apparel and accessories were located in different places throughout the stores
Approach:
Category analysis
Strong visual merchandising
Brand partnerships & sponsorship
Product storytelling - combining apparel and accessories
Store execution through supportive training materials
Results: drove 80+% category growth
