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An intimate, satisfying, entertaining shopping environment is only part of suc- cessful apparel retailing, however. You still have to get the customers into the store to experience it. And that’s one of the ways in which the retail-apparel business has changed the most.
“In the last 10 years, the emphasis on social-media outlets such as Instagram, Facebook, Twitter, and Pinterest has enhanced our ability to connect with our customers in the best way possible,” Puro says. “Ten years ago, customers had to rely solely on driving by the store or visiting our website to be aware of new arrivals, store parties, or holiday promotions. Now, through social-media posts, customers have immediate access to store news, events, and new merchandise within minutes.”
Princess by Tali's Bitton points out that social media adds another merchandising
“Because I'm on the selling floor
every day and know my customers
on a first-name basis, I know the
colors and palettes they love; I
know what's been selling.”
—Lori Land, co-owner, Churchills of Mount Kisco
dimension for retailers. “We’ve seen cus- tomers come to the store, buy a dress, then post it online. Within two seconds, their friends are commenting on it,” he says.
Land uses a mix of digital and analog communications to keep it personal with Churchills’ customers. “We don’t just send blanket emails,” she says. “We text a customer and say something like: ‘We have that red dress you were looking for six months ago.’” What’s more, she adds, “We still send personal, hand-written cards to say ‘Thank you.’”
Fashion retailing is a peculiar business. Customers generally shop to achieve a personal “look,” yet most want what’s in style — which, by definition, is the look the majority is wearing.
“You have to have your finger on the pulse,” Zuckerman says. “Being in the store and hearing everything the cus- tomer says gives you a feel for what they want.”•
Dave Donelson—who, like Gilda Radner, bases his fashion taste "on what doesn’t itch"—is a frequent 914INC. contributor.
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