One of the key themes you see across retail is that merchandise does not matter. Company after company assumes that the customer knows what you sell, loves what you sell, and simply needs to be teased from a discounting/promotional standpoint in order to buy something.
Maybe this is the right thing to do.
But it is worth questioning the assumption. Ask yourself what the story is that you are communicating to the customer? Ask yourself if the story is compelling? Ask yourself if your customer possesses true knowledge about your merchandising assortment? Ask yourself if your story differentiates you from your competition?