Boutique Retailing 101 – Providing Value
Monday, February 2nd, 2009Boutique Retailing 101 – Providing Value
As the owner of a retail fashion business, I get asked all the time, what truly sets extraordinary retailers apart from the multitude of boutique owners that fail each year - trendy tops, accessories, and sizes for all body types (all)!! The boutique retailers that fail all seem to have one thing in common, a complete disconnect from their customers and how fashion needs to work in their lives. This is especially true in the tough economic times that we face today when customers have to make their budget stretch further than ever.
In tough economic times, value is the most important factor. Please notice that I said “value” and not just “price” because more factors go into having a customer purchase a fashion item. Is your boutique business providing versatile items so that consumers can mix with other accessories to create multiple outfits? Our sales people provide knowledge and suggestions to customers to show how versatile a new black tee can be with a Peace Scarf and the right Melie Bianco Handbag. Are your sales people then showing your customers how the same new Sinful Tee combined with an inspirational Serenity Bracelet and an Ed Hardy Handbag is a completely different look? We sell an experience, not just the latest Men’s Affliction Top, with the goal of building a relationship with our customers that bring them back when they just can’t figure out what gift to buy for their friends or what to wear for that Saturday night date. We help people create an experience when shopping for men’s clothing, women’s plus size clothing, jewelry, hats or a basic black handbag!
In fashion, we find customers look for traditional, structured looks that feature ultra luxurious designs that absolutely nail the fashion trends of the moment. At www.shopbeenvied.com, we are very fortunate to be able to carry so many incredible brands like Sinful, Affliction, Xtreme Couture, Melie Bianco Handbags, De Leis Crystal Hoodies, and so many more that customers can always find something online or in our flagship store that fits their tastes. Additionally, we have found that it is important to create our own Be Envied…items with unique, one of a kind brands, like Envy Tops, Stash 129 Clothing, A.B. Niccoli Jewelry. These are items that just drive our clients and competitors crazy forcing strangers to ask where they bought the cool tops, It Jeans, Spanx, rhinestone hats, and other trendy fashion accessories.
Now that we’ve focused so much on versatility and value, we can also say that we have unbeatable prices that help move merchandise; this will make your boutique successful. At www.shopbeenvied.com, we sell so much merchandise that our manufacturers provide the best pricing to us that we choose to pass along the savings to our customers. Furthermore, manufacturers come to us first to preview their new items so you our customers can be assured to be on top of the trends before all of your friends. These relationships with our fashion partners means that you can find the latest Sinful, Affliction, Melie Bianco, rhinestone cross shirts, inspirational jewelry or any other accessories of interest on our site, or at our flagship store in Colorado, in the best and widest selection that will fit all body shapes.