FROM OUR LATEST ISSUE: ELLIOTT LOGAN, LOGANS OF KENTUCKY—BOLD MOVES
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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.
MR: How was your tailored clothing business this fall and how is it broken down by category?
Logan: Tailored clothing is 40 percent of our total store volume. Of that, sport coats are 60 percent, suits are 40 percent. Our major volume driver, clothing, performed very well, especially patterned sport coats. In suits, classics (charcoal, navy, black) were the leaders. Top-selling brands included TailoRed, Hart Schaffner Marx, and Jack Victor.
How are you dealing with recent price increases?
My take on them is that some are warranted, but some makers might be taking advantage of the situation, increasing prices based on brand recognition. Our customers have not yet complained, but if the trend continues, we might begin to see some price resistance.
Who’s been your mentor in the business, and what have you learned?
My mentor was my father, Harlan Logan. He was a pioneer in many aspects of the business, and the way he taught me retail was not exactly textbook. One of his greatest lessons was not to judge a person by what he’s wearing when he walks in the door. The guy in jeans and a T-shirt might end up being your best customer, while the guy dressed to the nines might just be looking around. Treating all customers with respect is one of the basic fundamentals of retail.
Are you worried about a tough fall ’24 season based on an election year?
We always buy for success. Our customers shop in our store because we offer a great selection of merchandise from the brands they like. In my opinion, if your inventory is light, so, too, will be your sales. Make your store stand apart by a strong presentation of trusted brands and by exceptional customer service. If you do those things, people will come, election year or otherwise.
Your favorite and least favorite parts of the job?
My favorite is the beginning of each season when new product is coming in. I love merchandising my floor to highlight the new collections. I enjoy the great people I get to work with. My least favorite part is all the
time away from family.
What’s the biggest risk you’ve taken in business and what did you learn?
Back in 2018, we decided to move our store to a new location that was more than double the size of our previous one. We were coming off a record year, but I had reservations about whether the extra square footage and expense would be worth the move and how our customers would react. It turned out to be an excellent move: major upgrades to the decor allow us to better showcase our merchandise. I learned to be less afraid of the unknown.
What are the biggest changes you’re making for fall 2024?
The most significant change will be a smaller buy in heavy outerwear and an increased buy in lighter-weight performance outerwear. For us, the heavier outerwear is weather-driven, bought for need rather than want. Lighter-weight outerwear can be either a necessary or an impulse buy, so the turn was much better on the lighter-weight pieces. We’re also buying fewer sweaters and more woven sport shirts.
Your passions other than retailing?
Horse racing. I’ve been a Thoroughbred owner and breeder since 1988, and I race under the name of TEC Racing. My horses race in the U.S. and Canada. It was something I enjoyed with my father, and my daughter and I continue the tradition today in his honor.