RETAILER UPDATE: DEALING WITH DISRUPTION

With a new administration and much recent change shaking up our country and the world, we checked in with smart retailers to learn what changes they’re making in their business. While their responses reflect differences in strategy, a common denominator prevails: elevating the customer experience should keep customers coming back, if not to shop, then to commiserate on a precarious new world order.

Brian Cohen, Harpers, State College, PA

“We’re noticing that some of our customer base seems to be nervous and pulling back right now. The most important thing we can do is to control our expenses and trim back our open to buy — while still trying to give our customers compelling reasons to visit us.”

Bob Rosenblum, Rosenblum’s, Jacksonville, FL

“I’m still very bullish on our marketplace, and I’ve probably overbought for spring and fall. We just hired two new tailors and we’re retraining all our sellers to elevate the customer experience in our stores.

“So I guess the changes I’m making mean that I’m going all in. Hopefully my customers aren’t watching the news. If I’m wrong, it’s just going to cost me more markdowns, more grey hair, and much less sleep.”

 

Ken Giddon, Rothmans, NYC

“As retailers, especially as NYC retailers, we always have our guard up. We’ve come to expect the unexpected. Therefore, we try to never get overextended and are prepared when challenging times arise.

“We cannot control the petty perversions of politicians, but we can control our focus on our clients. We will NOT hunker down and try to ride it out, but will redouble our efforts to exceed the expectations of our loyal following. Everyone is in for some hurt, but we want to offer our customers an oasis of extraordinary service in difficult times. Just like we learned in COVID, it’s the challenging times that define us and our businesses. We’re going to keep buying and selling exceptional clothing, and we’ll try to have fun while doing it.
“Or as Rodrigo Garcia (son of Gabriel Garcia Marquez) said during the pandemic, ‘In the meantime, the planet keeps turning and life is still mysterious, powerful and astonishing.’”

Alan Gibeley, Giblees, Danvers, MA

“We have a lot is going on here as we continue our entire store renovation that will hopefully be completed within the next 5 weeks. It will include all new fixtures, walls, an entire new bar area complete with commercial ice maker, an upgraded Espresso machine, dishwasher, sink, commercial fridge and more. Of course, our designer shop-in-shops are also being renovated to maximize business in Isaia, Brioni and Canali. We believe in the luxury business and in giving our customers a comfortable place to hang out, shop, and debate (or escape) the news.”

Peter Rose, The Chelsea Group, Wyandotte, MI

“Anxiety, self-preservation, and solid business sense have resolved into something that feels infinitely more gratifying: a business strategy that helps others.

“Don’t misconstrue: my anxiety across the world scope is not resolved. But in 45 days, we went to Chicago twice and Vegas once. We talked with Canadian resources that are far more nervous. Having built businesses in a friendly consumer-driven neighboring country, they now fear collapse. And yet…here they are in America, spending to maintain relationships. Those trips are not cheap for retailers; they are major commitments for vendors…especially when thrown additional STUPID obstacles.

“My resolution is simply this: Chelsea and Willow Tree will not contribute to that stress. We will not be part of the problem. It will all get worked out, and proudly disclaimed when figuring any promotional activity. It took me a while to get to this point, and to our Canadian partners: I am sorry. Vive le Canada.”

Kenny Rubenstein, Rubensteins, New Orleans LA

“I might not be able to provide any coherent thoughts as I just finished up my 24-hour Krewe of Orpheus parade and ball. As of now, we are not reacting to recent changes in the world by making dramatic changes in our business. 100 years only comes around for those who are always working on adapting. That said, I feel that we should strengthen our push into luxury, as I believe that customer demographic will continue to thrive. Also, as a stalwart in our community, we need to be more vocal about being a united, inclusive company that works toward strengthening our city and its culture.”

Jim Foley, Woodbury Mens Shop, Woodbury NY

“One of our vendors notified us of an imminent price increase due to the imposition of new tariffs. With only a very short window of opportunity (three days), we contacted our clients by phone, text and email and drove a significant increase in made-to-measure sales at the pre-tariff pricing. Our customers are savvy and well-informed and appreciated the heads up.”

Nick Hilton, Nick Hilton, Princeton, NJ

“Right now, we’re changing our marketing to emphasize approachability, or “friendliness.” (This could be a reaction to the outside world, come to think of it, but not intentional.)

“With an expanded use of social media, changes in our advertising and to our website, we’re seeking to become more ‘interpersonal’ in the brand image we project, attempting to convey the feeling of shopping with us, a sensation of what we want our customers to experience when they come in. This means, first, to communicate the warmth and welcoming personal atmosphere we offer; to concentrate on the excitement, the why we carry the brands and offer the services we do (rather than the same-old what); and to stress the nature of true luxury as being the comfortable feeling you get when the quality and the service offered is the best you can get. We are perceived as an expensive store; we believe this is an asset. We represent shelter from the storm of uncertainty.

“Each season we experiment with a few new brands and retire some familiar ones to intrigue and engage our customers, to stay maybe a half-step ahead of them, to offer things that are novel but not revolutionary. In apparel taste, Princeton is conservative, so we don’t purvey fashion or trends. We strive simply to be ‘interesting,’ a never-ending search that makes this job so rewarding.”