Shopping should be fun. We should not feel as though we are hacking our way through a jungle, but neither should we feel like lab-rats following a pre-determined pattern. Merchandise should preferably be displayed logically to present options and possibilities, but spare us from the overtly systematized.

In an increasingly samey world it is a tonic to encounter an environment imbued with personality and the unconventional. Corporate retail design committees today spend too much time looking over the shoulders of one another resulting in the same bland template appearing again and again.  It takes genuine character to ignore these conventions and to realize that they do not represent an empirical retail design principle.

Creating an appealing retail environment that will capture attention doesn’t mean sinking huge amounts of capital into retail design and custom-made fixtures. In fact some of the most interesting independent stores and boutiques have eschewed conventional store fixtures in favor of ad hoc improvised displays and in the process create truly memorable environments.

Featuring fashion industry specialist Mary Portas, a fixture in the London retail fashion scene for over 20 years who is touted by the program promoters as being the ‘Gordon Ramsey of the retail’. In the series, Mary focuses on independent boutiques that are operating in the red, not turning a profit or at least very close to the line and demonstrates various branding, merchandising and retail concepts to turn their business fortunes around.

Check out Mary Queen of Shops on BBC America’s Fall schedule Wednesdays

‘These retailers spot current trends on show in the spring and the fall fashion collections and have affordable versions ‘inspired’ by the runway available in their stores within a very short period. Fast fashion retailers can have a fashion item in their stores within weeks, not months. They generally have access to manufacturers that will express produce their range to be marketed at an affordable price, which for today’s budget conscious consumer is extremely appealing. As a result, these companies are reporting sustained growth and are opening new stores in cities across the US, just as other high street retailers are closing up shop.

‘So what does this mean for the independent retailer and does it create opportunity or just increase competition? The fact is, many of the manufacturers that supply these retail giants are the very same sources that supply the fashion wholesalers at the regional fashion marts across the US. With a little bit of research, the independent boutique owner can often source versions of the same styles. A word of caution – when buying from these vendors make sure that what you are buying is a production item based on current styles and does not violate copyright – if you are not sure you might want to get something written to that effect from the vendor.

A gloomy economy is not enough to stifle the true fashion devotee’s cravings for designer denim. Now catering into this niche market is the retail giant Gap with its range of “1969” designer jeans from Patrick Robinson. To the newly budget conscious, all needs are met; uncompromising quality, an exceptional tailored fit and an affordable price tag.

In a move to promote its presence in the elite world of haute denim, Gap recently opened its temporary “1969”pop-up store with much celebrity fanfare on Robertson Blvd, LA’s trendy shopping Mecca.

“1969” brings to Los Angeles, the town that discovered that denim and exuberant prices are not mutually exclusive, an unusually prudent spending opportunity!
 

As a Californian I equate the current situation to the effects of our perennial wildfires. These regular and fearsome occurrences are essential to the ecosystem of the chaparral; they eliminate old growth and spur on the regenerative process. The current economic shake-up has achieved much the same in the retail industry and already I wonder if we are beginning to see the green shoots of renewal cropping up.

According to Greg Robb at MarketWatch in Washington, the June sales report offers some encouragement that the economy is about to revive. Retail sales rose a better-than-expected 0.6%, the strongest sales report since January’s 1.7% increase; adding weight to the perception that the U.S. economy may be at a turning point.

The appearance of some extraordinarily competitive rents for retail units has also had the effect of attracting bold retail ventures from newcomers with fresh ideas that can finally be realized with today’s less expensive leases and news from companies like Zara, who plan to open 450 stores here in the US over the next two years, can only inspire optimism for the retail apparel industry.

Looking ahead; opportunities to lease space at more realistic rates is great news for local and regional retailers who can now compete effectively with the national chains and create healthier retail landscape – encouraging more individuality and character as well as being more supportive and loyal to the local economy. 

Perhaps more individuality might be just what it takes to stimulate people go shopping again…..

Stage regular themed events and always seek out opportunities – perhaps in today’s economic climate a rescessionista display and sale would be very apropos. Perhaps it could feature affordable trends and celebrity looks supplemented with clippings from magazines that feature the celebrity fashions and the affordable ways to create the same and similar looks.  Events like this can breathe fresh commercial life into a boutique during these non seasonal sales months. 

Look for ways to promote products based on current events and if you can raise a wry smile in the process your business will become memorable. A local (and rather eccentric) boutique here in Los Angeles staged an ‘After-Shock Earthquake Sale’ within 24 hours after a very minor tremor – now that’s grasping an opportunity!

Simple ideas can produce substantial pay offs for your business with little or no cost. In today’s uncertain marketplace it is important for your business not to appear to be stagnating – nothing deters a customer from a store more than the air of dereliction. The appearance of vitality is essential if you are to thrive in these difficult economic times.

As a retailer, your income will always be a function of traffic. More people attracted to your store to look at your merchandise means more sales and more revenue. Even if prospective customers don’t buy on their initial visit, if they encounter an inviting and stimulating environment the odds are they will return and your business will benefit from word of mouth promotion which again means additional future traffic and a continuation of the cycle.

So how do you capture attention and build loyalty when your potential customers are in recessionary state of mind? The answer is micro-marketing. Unfortunately when budgets are tight and getting tighter marketing dollars are frequently cut-back, accelerating the decline. But your business should never be allowed to wither especially when there are a variety of inexpensive, effective and FREE promotional possibilities worth exploring.

• Events that will attract local press interest and put your name ‘out there’ include sponsoring fund raisers for worthy causes, hosting & exhibiting local artistic talent and providing a venue for local fashion and jewelry designers to showcase their work.
  

• A visual revamp of your retail space will announce to the world that your store continues to evolve and will create interest. Bear in mind that visual merchandising starts on the street. A creative window display is the introduction to your business, it will get you noticed and draw customers when skillfully preformed, but tread carefully, if you don’t feel proficient in this area find someone who is or employ a designer. Shoddy window displays will work against you. At this time it is also a good idea to examine your in-store displays and fixtures. Upgrading scruffy retail displays is a must and needn’t break the bank. Check online for various options and price points and keep an eye open for local auctions and store liquidation sales which are (sadly) abundant right now.
  

• Finally take a hard look at your product lines and pricing strategy. Weight your inventory to reflect your target demographic and their ever-evolving circumstances. Faster moving items will be the lower price points – so perhaps grow your accessories merchandise. It is important to be flexible. Don’t go down with the ship because of a confined attitude limiting the kind of merchandise you deign to provide.
  

These are uncertain times for all businesses but the fashion boutique retailer has always been about change, change represents an opportunity for growth, further evolvement and efficiency but only if responded to wisely.

If you have any inexpensive or free promotional ideas that have worked well for your business and you want to share them with other independent retailers please feel free to post your comments.

To the independent retailer this represents a potential supply bonanza. Beautifully crafted jewelry made with natural stones can now be sourced from local designers for a fraction of the cost involved in sourcing from the big trade shows and often for a price that is little more than the cost of mass produced and imported jewelry.

It is worth exploring this avenue of supply. In the process you will be supporting local industry, fostering local talent and benefiting the local economy – that’s something to feel good about.

If you are unsure about committing your finances in this way; why not set aside some of your retail space for consignment? Consignment is a win-win option in these uncertain times.

The designer supplies the stock and you supply the retail outlet. The important caveat however is to fill out consignment forms so all parties are clear regarding responsibilities and profit division etc. (You’ll find plenty of sample consignment forms online that can be adapted for your needs.)

The best place to connect with local home based jewelry designers are craft fairs and gem and jewelry shows.

I know more than a few independent retailers, who have found consignment of locally designed jewelry an absolute goldmine and many successful jewelry designers who started out by consigning their unique designs for sale in local boutiques.