FROM OUR LATEST ISSUE: JIM OCKERT, KHAKI’S OF CARMEL – ON THE EDGE

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We’ve been sharing profiles from February’s Top Clothing Merchants story, “Still Selling Suits!” With hybrid workplaces the norm and corporate dress codes an anachronism, how are some merchants still selling so many suits and sport coats? Here, they share some secrets.

Jim Ockert of Khaki’s of Carmel takes his business seriously. Too seriously, some might say, but there’s no denying his passion for men’s clothing and his innate merchandising talent. Now famous for his short, twice-weekly in-store videos showcasing the best of incoming men’s fashion, Jim has become somewhat of a media star. “We started doing these unscripted videos when the store closed during Covid. They’ve taken on a life of their own, mostly because they’re authentic. I’m not selling; I’m not talking down to customers as if I know more. I’m just describing the product in a casual way.”

Jim has always found ways to stand out from the crowd, making it his mission to stay at the forefront of visual display. His 12,000 square-foot store on a high-traffic corner of Ocean Avenue showcases 75 exquisitely attired mannequins; this past holiday, nine glittering Christmas trees took a full six weeks to decorate. To say he’s obsessed with presentation is quite the understatement.

From a family of non-apparel merchants, Jim is third generation, learning much from his parents. “They taught me to know the numbers. Most importantly, they never borrowed money: they were savers who bought their giftware business with cash. Theirs was a very Midwest conservative mentality; I didn’t understand any of that at the time.”

A drummer in high school with plans to be a lawyer, Jim moved to the Northwest and took a few retailing jobs: a men’s store, a denim store, Nordstrom. It was at this time that he fell in love with merchandising menswear, derailing his plans for law school. He also fell in love with Connie, who supported him all the way, as she does today.

“I always loved tailored clothing: the colors, textures, patterns. We moved to Carmel in 1992; a clothing rep had suggested that this upscale coastal town needed a men’s store to dress affluent retirees. It took a few years, but we got it going. And tailored clothing has been our focus from the beginning.”

His own best billboard, Jim is impeccably dressed every day: pleated trousers, a DB sport coat, always a tie (never an ordinary tie), and leather or suede outerwear… “It’s important to me to dress the part. It lends credibility and builds customer trust.” Although his customers are not yet clamoring for DBs or pleated pants, his best-selling styles are luxury classics with a twist, often his own creations. He sells stuff like cashmere five-pocket pants in nine colors and a huge assortment of 3/8-lined sport coats. “I try to stay on the edge with about 25 percent of our inventory. You can’t be afraid to stick your neck out.”

That said, Jim admits that he had a bit more fourth quarter inventory than he should have, acknowledging his obsession with keeping selling floors exciting. He also expresses concern about recent price increases, and vendors who dictate what he should be buying. “We love vendors who let us do our job and buy what we need; we don’t deal with vendors who dictate. I learned from my mom, a highly independent buyer, that one can’t be beholden to one’s vendors. So we create and produce our own styles, going beyond market offerings. We strive to be different; our biggest brand is our own.”

Jim maintains that above all else, increased sales are directly related to the enthusiasm of the sellers. “At Khaki’s, we have six sales meetings a week and talk about the customer experience every day. What are our customers looking for? We’re always searching for better ways to do things.” His invaluable advice to the market: “I’d love to see in-stock programs change every couple of years. What’s the point of offering the exact same product over and over?”

Photo, top, by Hunter Thompson