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.
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.
