EDITOR’S LETTER: WHY INDEPENDENTS WILL SURVIVE
It’s hard to absorb all the bad news these days about the sorry state of retail. New headlines about a retail “apocalypse,” about major industry “disruption,” about the “over-stored” state of retailing in America, appear in print, online, and on the news every day. David Rubenstein of Rubensteins in New Orleans recently had a customer come into his store (where business is healthy) and ask when they’re going out of business. “There’s so much press about the problems big department stores are having that people assume all stores are in the same shape. But we’re not mismanaged by financial guys who know little about merchandising; we don’t have skyrocketing rents. We’ve updated our mix from brands, we’ve added exciting product from emerging designers and we’re marketing in new ways. It’s all working.”
Also on the plus side, most menswear independents are firmly entrenched in their communities and obviously, people like to do business with friends. Other smart moves independents are making: intensifying their web presence, hiring young sellers, adding exclusive and customized product, and creating a more eclectic ambiance with cafes, salons, wine bars, etc. Says Jerry Park from DLS buying service, “The shopping experience today needs to provide a certain level of socialization. When Howard Schultz was asked about the success of Starbucks he noted that with the sprawl and urbanization of America, people needed a third space to go other than their home or office. Independent menswear stores should be that third space, where customers can come for relaxation, conversation, a glass of wine or just a clean bathroom.” (Hopefully they’ll buy something while there, which is why MR always suggests featuring interesting, affordable gift items.)
Park strongly believes that independents have the edge in today’s retail battlefield. “Just ask Nordstrom, who would love to own their business again and get back to being a retailer. Independents need simply to step up, take the blinders off, be innovative and have fun. Every successful sports team relies on talent, experience and a sense of team spirit; retailers who nurture these traits will be the winners in years to come.”
To nurture team spirit and customer enthusiasm, Brittons of Columbia in Columbia, South Carolina hosts about 25 events a year, including Christmas in July, Parents Weekend parties (in conjunction with USC’s Parents Weekend that welcomes 5,000 visitors) and, on this August 19, a “Solar Eclipse” celebration (featuring Moonpies, Sunchips and Solar Eclipse cocktails.). Says manager Perry Lancaster (who’s in the Guinness Book of Records for a bowtie event), “It’s all about the experience.”
Bob Rosenblum from Rosenblums in Jacksonville Beach, Florida suggests an industry-wide effort to bring back more formal dressing. “Once a campaign is developed, each store using social media can have their customers post a picture of themselves dressed up for the week, and everyone can vote for the best outfit. Prizes can be awarded at the store level or maybe this can be a national campaign. It seems to me our industry does little to promote appearance and dressing up to the public.”
We agree with Bob and would love to hear relevant ideas from our readers. Please email me at Karen.Grossman@ubm.com or let’s brainstorm in Vegas amidst all the great spring ‘18 fashion.
EDITOR-IN-CHIEF
