GE Energy has increased support for retail sell-through for customers’ brands using eVent fabrics. The increased investment will help ensure that eVent fabrics are merchandised properly and engage sales staffs on the benefits of Direct Venting technology in apparel, footwear and accessories through a multi-channel approach.

“GE Energy offers outdoor enthusiasts a very different waterproof breathable solution with eVent fabrics. With this new initiative, we are enhancing the process of educating retail floor staffs about Direct Venting technology and the advantages eVent fabrics have over traditional waterproof breathable laminates,” said Jim Lenox, global product line leader for eVent fabrics.

As part of the effort, eVent fabrics technical representatives will visit stores that sell multiple brands with eVent fabrics. These representatives will educate the floor staff and help install point-of-sale (POS) merchandising hardware. This objective is to help the end consumer make an informed decision when they are shopping for waterproof breathable footwear, apparel and accessories through informative POS displays, educated sales staff, and well-merchandised products.

Specialized eVent fabrics’ technical reps will visit over 700 specialty outdoor and active lifestyle retail stores to assist with merchandizing, point-of-sale (POS) displays and sales associate training. 

These “tech” reps will visit stores that sell multiple brands that use eVent fabrics in their footwear, apparel and accessories. The focus of the tech reps is to be as transparent as possible while explaining the technology behind eVent fabrics. By giving the sales staff more accurate and in-depth information, the team behind eVent fabrics feels the end result will be better sell-through for the retailer.