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.
My Role + Approach:
Created first national Yoga Shop concept
Built visual merchandising standards
Developed customer journey by combining apparel and accessories
Conducted in-depth category analysis
Utilized brand partnerships & sponsorship
Ensured strong store execution through supportive training materials
Challenge:
Women’s yoga products lacked visibility
Customers were shopping fragmented categories
Apparel and accessories were located in different places throughout the stores
Results
drove 80+% category growth
