FROM OUR NOVEMBER ISSUE: HOW TO GET YOUNG GUYS INTO YOUR STORE

The entire MR team proudly presents our November 2024 issue. If you haven’t received a hard copy, please page through our digital version, and we’ll continue to post individual stories here on  MR-mag.com. If you haven’t been getting MR in print, be sure that you are on our mailing list for future issues by completing  this form.

According to studies by Appnova and McKinsey, younger generations (Gen Z and Millennials), despite their tech-savvy nature, are increasingly seeking out and shopping independent retail stores. Their motivation lies in exactly where independent retail has its strengths:
1. Desire for curated assortments, unique products, no delivery fees, and no waiting time.
2. Shopping locally helps them feel connected to their communities and allows them to contribute to the success of smaller businesses.
3. Social and eco-consciousness: Aligning with their local economies, communities, and small businesses resonates with younger generations’ concerns over social responsibility and sustainability.
4. Personalized service and intimate shopping experiences that contrast with
the impersonal nature of large chain stores or online shopping.
5. Online and Offline Hybrid Options: Local retailers are increasingly expanding their reach through social media and online platforms, making it easier for younger customers to discover and support them both online and in-store.

Independent retail stores on our main streets are the heartbeat of our communities, offering service, character, and the personal touch that younger generations crave. Many of you are already taking action; there’s so much we can learn from each other to keep this vibrant spirit alive.

Meet your customers where they are, online, and share your journey.
Many independent retail owners are stepping into social media, even if it’s outside their comfort zone—and it’s paying off. Engaging online doesn’t always have to be about posting the expected “outfit of the day” shots. Most customers have no idea what goes into running a retail store or the level of care, craftsmanship, and dedication behind the scenes. When they see these details, they become more engaged. Sharing your story through social platforms not only brings them closer but also deepens their appreciation for your work, creating a stronger connection.

Alex Hamka, founder of Alexander’s Custom Clothiers (Ann Arbor, MI), talks of his hesitancy about social media and Tik Tok. “I never liked social media but when my nephews insisted we needed an online presence, I agreed to shooting some educational videos. I had no intention of being in them, but a guy came to the back of the store and said just keep working, he was going to film it. Maybe a minute and a half after editing, we posted it, ending up with 2 million views on stuff in the back room, mostly a tailor in the back explaining what he’s doing. We immediately started getting calls from Houston, TX, Palm Beach, CA.”

Create an inviting offer that draws people in.
Sometimes, potential customers hesitate to walk in, unsure if the store is too expensive, too formal, or whether browsing is even welcome. In independent retail, a key part of providing exceptional service is crafting an atmosphere that feels approachable and welcoming. Once they step inside, it’s important to back up that first impression with a thoughtfully curated selection and attentive service that makes them feel at ease and valued.

“One of our assets is that we don’t exclusively go after the super high end,” comments Kory Helfman, proprietor of Ken’s Man’s Shop (Dallas, TX). “We have shirts in the store from $125 up to $350. We have suits in the store at a broad price range. We make sure we have a wide variety for different ages and budgets. We make sure we have slim contemporary fits for the guy who wants that look, as well as classic fits.”

Trust is built on mutual sharing and understanding.
Trust between retailers and customers thrives on mutual sharing and understanding. Offering personalized advice—like what to wear and why it works—builds credibility and deepens your connections with clients. Before he opened his clothing store, Curtis Holloway, proprietor of Suitability in McLean, VA, left a lucrative corporate job to teach veterans reentering the workforce after military service about the value of dressing well and creating your own personal style. “It’s gratifying, the people I meet, the relationships. I’ve had so many people tell me, ‘Hey, man, I really don’t need a suit, but I wanted to come into your place based on the enthusiastic way you talk about clothing.’ They all say my story touches them: my decision to walk away from a prestigious 20-year corporate job to sell clothing. I just had a different mindset; I wanted more.”

Why do we love independent retail stores? Simple. It’s about relationships and the personal touch they provide – something that transcends generations.

Terresa Zimmerman is the host of Main Street Matters and the founder of Wood Underwear.