FROM OUR LATEST ISSUE: DAVID KOSTITCHEK, KOSITCHEK’S, MICHIGAN—THE ART OF RETAIL

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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.

“I was born into a retail family,” David Kositchek asserts proudly. “My great grandfather started the company in 1865; my grandfather and father carried it forward. I joined them in the business when I was about 12. So it would be accurate to say that I grew up in the men’s clothing business, learning the art of retail from them.”

Above, left to right, David Kositchek, Carl Dorman, Matt McLeod

At Kositchek’s, tailored clothing rules. Suits and sport coats make up 40 percent of store volume. Of units sold, the ratio of suits to sport coats is 3:2. “In recent months, we’ve expanded our soft coat selection while maintaining our suit and sport coat inventory,” says David. “Since Covid, we’ve seen a tremendous resurgence of demand for suits, driven by special occasions. We’ve also seen our customer demographic change significantly: our largest growth is with 18- to 25-year-olds. This age group is getting married and appearing in wedding parties; they’re also starting careers. For both work and occasions, we’ve seen an increase in sport coat and soft coat buying.”
According to David, tailored clothing continued strong through fourth quarter, remaining at a 3- to 4-week pick-up calendar. “It’s been mostly solid black, navy, and charcoal with some fancy solids (small tight patterns). Looking forward, we hope to see additional colors and patterns, including more stripes and subtle plaids.”

Presentation is key to the store’s success. “Suits and sport coats are always displayed in our windows and internally. Suit inventory is merchandised by size and then by color within each size. Sport coat inventory is merchandised by sets (run of size) in either our sport coat or sportswear department,
depending on full vs. soft construction. Broken sets are merchandised by size.”
Most importantly, while Kositchek’s carries many top clothing brands, these brands do not define them. “Our customers rely on our talented sales associates to put them in what works best for them, based on the occasion, the fit, the most flattering color, etc. Our mix is constantly changing, so we avoid attaching customers to specific brands.”

Another success secret: Kositchek’s offers an extensive size range, especially in big & tall. “Our suits run in Reg and Long to size 60, in XLong to size 52. In sport coats, our Regulars and Longs run to size 58, in XLong to size 52.”
Looking into his crystal ball, David predicts that pleated pants and double-breasted coats are surely on the horizon. “But our hope is that the change evolves slowly and with an eye dropper, so there are no major disappointments. We do all our buying very carefully and find that the more judicious we are, the fewer buying disappointments we deal with.”

As for marketing, David explains that it’s done with image in mind and includes direct mail, e-mails, social media, and television. “We’re careful not to overdo any of these. We’re not a promotional store, but mini-weekend events have proven successful. We’ll run a Thursday through Saturday event highlighting a product or occasion. Often, we’ll attach a small price incentive to create a sense of urgency.”

Interestingly, Kositchek’s does not do any business online. “Our feeling is that what we do in person to provide the best service and shopping experience cannot be duplicated online.”

Above all else, David’s success is directly related to his willingness to keep learning. “I’ve never stopped learning,” he explains. “I believe it’s important to listen and be open to suggestions, criticism, and guidance from those who came before me and from colleagues in the business now.”

Looking back on his career, David expresses gratitude. “I realize that so much of the information I use daily to run our company I learned from my grandfather and father. The high standards of quality, service, and integrity that they set for themselves and instilled in me have stayed constant throughout my years in the business.”