At a glance, many retail centers still proclaim the unmistakable evidence of recession; closing sales and vacant premises are everywhere. But is it wishful thinking to believe that in spite of this there are signs of a revival?
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…..
Tags:
Denim sales continue to soar as consumers feel more assured by a costly price tag that what they are purchasing is the ultimate jean fashion statement. This is great news for apparel retailers who can now focus a larger part of their stores or even specialize entirely on this classic article of clothing. Over the past ten years jeans have experienced a total reassessment. The newly revived product bears little resemblance to Dickies work pants and now inhabits the world of haute couture. Open any men’s or women’s magazine today and you’ll find a articles rhapsodising the current must-have jeans.
Celebrities photographed wearing the latest and most obscure luxury brands send consumers clamoring to get their hands on the same. From low rise to high rise, from studded to uniquely decorated, jeans have become a major part of today’s fashion culture. To reflect its enhanced status, denim should be merchandised with a little more consideration than the factory outlet ‘pile-‘em-high’ approach. With expanded options from so many designers, displaying denim can become a challenge. Stacking, rolling or hanging jeans in combination with an attractive fixture and appealing setting should aim to present this essentially mundane item as an elevated object of desire.
As the market for this item continues to evolve be sure to take advantage of its potential. If your store only carries a limited amount of jeans experiment with creative ways to merchandise them, create vignettes using vintage props and fixtures, be quirky and make yourself memorable if you are to compete with major retailers successfully.
Tags:
Stay abreast of prevailing trends and create frequent themed displays that focus attention on current fashions, generate interest and boost sales. Nearly all retailers plan sales around the usual holidays but you shouldn’t let a shortage of upcoming seasonal events stop you from creating your own special event sales. The most important thing in these testing times is to keep stock turning over and concocting reasons for sales that will amuse and catch attention, makes good sense.
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!
Tags:
Small business owners of every description are anxiously looking for a revival in the economy and facing the same problem – how to deal with the serious decline in business? The dilemma the business person faces is how to market a business when cash-flow is uncertain and resources already strained. Spending scarce dollars on ineffective advertizing can make a bad situation worse for a business.
One simple and low cost tool that may provide a solution is the internet. You’re looking at it….it has become a part of our daily lives. Today there are many ways for the small boutique owner to promote their store with virtually no advertising revenue using this powerful medium. Until the internet, access to the masses was the reserve of the big corporations. The most successful retailers had the largest AD budgets and local word of mouth following was an avenue of limited value.
With the popularity of social networking sites like Face book, MySpace and Twitter and blogging platforms such as BlogSpot and Wordpress etc., a click of the button can turn a little boutique in a small town, into the online hot-spot to find the latest trends. Setting up one or more social networking accounts for your business can be done with little effort and for no cost and this will allow you to connect with current and potential customers for your business.
OK, this is the fuzzy bit – everyone says Twitter, Facebook and blogging can work wonders for your business but how you turn these avenues to your advantage. With millions online trying to grab the limelight, how do you compete and set yourself apart? Of course it will require effort and a bit of creative thinking, but if no one is walking through your shop door right now you should afford the time.
Firstly, promoting your bricks and mortar business online is, in reality, good old fashion PR but with you in control of the information release. It will require online and offline approach that you can use to generate interest and loyalty. To throw out a few examples of how some boutiques have built a following, include; promoting give-aways, trunk shows, social/cultural events, flash-sales and fund raisers for worthy causes. Any of these can be leveraged into some good press coverage which in-turn can promote the retail boutique on and off-line. A perfect example of this is Kogi Taco Wagon here in Los Angeles. I had seen it a few times in the neighborhood and was always amazed at the crowds it attracted. It specializes in Korean/Mexican/American fusion (imagine Korean barbeque Short rib tacos and Kimchi topped Hot-Dogs for example) It is just about quirky enough to attract anyone’s attention and sure enough it has. It has been featured on local TV and had its food praised in Food and Wine magazine. It now uses Twitter to announce to its devoted following where it will be parked and when.
Tags:
On a recent visit to a local shopping center to observe what’s currently happening on the retail end, I noticed the well known affordable fashion retailers seemed to be having brisk activity in their stores in spite of prevailingly gloomy retail news. Reports of cautious/reluctant consumer spending don’t seem to have discouraged certain large European retailers in the same (affordable) category from opening up a flagship store in N.Y. With the right approach stores are always capable of attracting consumers and promoting themselves.
So what are these retail stores doing to continue to generate a buzz in a tough economy? As I walk through some of these busy stores, I notice the consumers, the merchandising and the fully stocked displays. The staff are present and ready to assist, but never overzealous to sell product, allowing the consumers to browse freely while constantly maintaining the presentation, the brand, and the merchandising of the store. At each display, whether a floor display, a counter display or a wall display, each fixture has a fully merchandised color coordinated and accessorized outfit, taking the guess work out of putting together each article of clothing. Although consumers like to select items based on individual taste, the option of having something readily available and an assistant to speak with when needed is essential. This basic pattern benefits both medium to high end luxury boutiques.
If your boutique does cater to more luxury brands follow this pattern. Consider promoting more moderately priced add-ons such as scarves, ballerina flats, costume jewelry, hair accessories, leggings, etc…… Offering add-on accessories especially from local designers promotes local talent and enhances your stores individuality. Consumers still have the desire to treat themselves to a bit of recreational shopping and like to know they can find something locally that is affordable, well selected and attractively presented in their favorite luxury boutique.
Tags:
Characterless retail environments using bland economy retail cases declare functionality over and above aesthetics – like a sullen sales assistant they exude the attitude – “here-is-the-product–now-leave-me-alone”.
In contrast, quality display cases declare their presence with enthusiasm insisting on further inspection and transmitting the message “contained within are items of quality and interest”…
Subastral Inc supplies quality display case units which are made in the USA to the highest standards. To view the full range of display cases available visit www.subastralinc.com.
Tags:
In today’s competitive retail world stores need to be ever more conscious of
creating an inviting and well projected character if they are to survive and
thrive where others fail.
Shopping in the US today is considered by many to be a leisure activity and as
such the store owner needs to consider how their store is to be experienced by
the recreational shopper. Is the customer going to be stimulated by and enjoy
your store or be bored, will they leave never to return or become familiar faces
who in turn beckon their friends to visit your store?
Display cases heighten the experience that the merchandise contained within is
valuable and rare – where in reality the contents may be reasonably priced and
commonplace.
Presenting well selected, moderately priced merchandise in richly equipped
display cabinets will convey outstanding value for money that will appeal to
both affluent spenders and price conscious consumers alike.
Tags:
The average expendable income has shrunk in the wash lately – not good news for the retail industry. It is now very much a buyer’s market and rules of the game are somewhat changed. Gaining the consumers business, though never straight forward, is now complicated by additional hesitations and diminished available credit which has all but killed impulse. Today the buyer is to be courted if you are to earn their loyalty and business. The issue now is bringing potential customers to your business when so many have adopted a recessionary siege mentality. Listed below are some ideas I first published elsewhere but I am reprinting here because they remain simple, easy to implement and above all (in today’s economy) cheap or no cost changes that can reap great rewards for your business.
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.
Tags:retail sales help·retail sales tips
Whilst all the indicators are that sales of luxury items are taking a serious hit (and what’s more luxury than fine jewelry) the market for artisan handmade jewelry is as vigorous as ever. In fact, as a direct consequence of the current economy, there is a boom in this cottage industry as more people opt for or are driven to explore alternative sources of income.
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.
Tags:
Dressmaker Dress Forms
$399 at subastralinc.com
It’s impossible to overstate the value of the dressmaker form. It is the unsung hero of fashion industry and deserves a moment’s consideration for being, as it is, a serious participator in the evolution of fashion and style.
Figuratively speaking, it is to fashion design what a mixing bowl is to baking a cake. It is as indispensable to the lowly fashion student as it is to the most exalted ateliers of Milan and New York.
The dressmaker dress form is a classic. Its endearingly fusty design, exuding a prim Victorian charm, remains an icon of the fashion world, enduring because of its unsurpassable utility.
No model does more for couture; it is the caryatid of fashion world. Best of all the dressmaker form gets out of bed and goes to work for a mere $399.00 and, with its consistently amenable attitude has never pistol-whipped anyone with its Blackberry.
The dressmaker forms available at Subastral Inc are an industry standard featuring a pinnable linen covered flocked form, collapsible shoulders, adjustable height and a sturdy base set on casters.
The professional dressmaker dress form is in stock and available for immediate shipping.
Tags:
