Small stores survive despite department store mindset
I do like to shop; after all the diverse economics of South Florida attracts the entire gamut of shoppers from extremely budget conscious to the flamboyant and creates an interesting buffet of department stores and small boutiques all vying for shoppers. So how do specialty boutiques compete with some of the giants of the industry?
In my Palm Beach County community, stripmalls have popped up quicker than tulips, and a few have successfully survived by providing customized, personal services that stores such as Bloomingdale’s, Macy’s and Dillard’s are unable to provide. The first thriving boutique I visited, the owner asked me what kind of fashion I like, browsed with me as I nosed around the store, and poured me a tasty latte while she chatted me up. She then took down my email address, and now sends me photos and updates of new items arriving in her store she thinks I will like as well as the latest trends she finds at Miami fashion shows.
Another fashionable boutique I visited offered to come to my home and visit my closet! Oddly enough, I was not offended nor did I feel she was being invasive because the owner specializes in planning outfits for daily life and for working women too. The prices in her store may have been a bit more expensive than I normally would spend, but the thought of her coming to my home and helping me coordinate the clothing I already own would probably balance out purchasing a few designer pieces to make me shine.
Customized services as in “closet consultations,” working wardrobe planning, hand-picking unusual items to personalize someone’s wardrobe, and even event planning help the specialty stores to survive the economic downturn especially when the giants of the fashion department stores are all reporting less sales.
And one additional boon for the small retailer of women’s clothing are the “trunk shows.” A designer is selected to present their line of fashion; personal invitations are sent out to individuals asking them to bring a friend, upscale refreshments are provided and the evening turns out to be fun, lucrative and more potential clients are found.
There is room for everyone, and great customer service can help us all survive these tumultuous times.
photo credit: jfgornet
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