In today’s economy, it seems as though everyone is flocking to big-name stores like Wal-Mart and Target to buy low
priced clothing right off the rack. Don’t people care about how they look these days? Of course they do, which is why you own a fashion boutique! You’re interested in creating a stylish look for your customers that is completely unique.
There are a ton of ideas to help your store stay relevant in these tough times. The gist of all the ideas, however, can be summed with one phrase: think Avatar! James Cameron’s blockbuster film is a perfect example of what you should do to help your profit line and keep your store and your dream in business.
What did James Cameron do right? He made something sublime—the world of Pandora. Its lush gardens, varied creatures, bright colors and romantic, adventurous atmosphere, spoke to everyone’s heart, a heart that wants desperately to have a good time and burst with joy despite the sluggish wages and wars overseas. The idea is age old. Have you ever heard the Roman motto for allaying the unrest of the masses—“Bread and Circuses”? It’s true today. Probably if you’re a fashionista, you already live this motto. Fashion itself is an artistic distraction from over-self serious life. It transcends your roles and status. It feeds you with fantasies of a different kind of person or a better you. Fashion is powerful magic. So how can you bring this magic to your customers without alienating your followers (or if you have none, creating a following)?
The first thing you have to do is know that you’re selling an elixir. People who have a tendency to desire good quality clothing do not want to shop at big-brand stores. They want to shop at yours. The difficulty, you may think, is that those box stores like Wal-Mart and Target have all the advertising, stock, and cheap prices you can’t offer. And you would be right. They fail, though, to give their customers any magic. Their customers grow stale on the weak elixir. So, first and foremost, you have to keep in the front of your mind the absolute fact that you are selling magic for the soul, that what you have is not only unique but transcendent, that it improves people’s lives. And everywhere, people spend their paychecks on self improvement.
Now that you know you’re a fashion magician, how do you cast this spell over window shoppers and hesitant customers. Obviously, you have to do your homework—what everyone else in the boutique business does: read on the latest fashion trends, network like crazy, or get a fashion degree. These are your foundations, and you should always be developing your skills as your business grows in style and income.
One specific tip is this: use your boutique as a hosting grounds for parties, and have them often. Wine and cheese, for example. (As far as I know you won’t need to have a permit to provide drinks to your guests so long as you don’t sell it and call the party a private event.) Use your store as a venue. Wine and cheese are perfect for bringing your friends into your boutique. One of them will buy something eventually, or a friend of theirs will. Plus you’ll have a great time seeing your store full of happy people. (Be sure to warn everyone of the “You break it, you bought it” rule.)
So, for a boutique to stay relevant, it has to articulate the belief in the magic of fashion into every part of their store—from the display of clothes to the hosting. Reaffirm what the box stores don’t have—style.
