Fashion Boutique Retailer Survival Guide

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Author: Tim Baldwin

While some of the largest names in retail are forced through weak earnings to close stores and file bankruptcy, the small boutique owner can’t help but wonder about what lies in store for the future.

Fear of the unknown can often lead to paralysis and generalized business inertia at precisely the point when fresh initiative and action is needed. It takes courage in these uncertain times to invest in your business but investment doesn’t mean draining your already strained financial resources.

Simple and shrewd adjustments can derive substantial benefits for your business with the minimum of cost. In today’s uncertain marketplace it is important for your business not to appear to be stagnating - nothing deters a customer from a store more than the air of dereliction. The appearance of vitality is essential if you are to thrive in these testing economic times.

By capitalizing on the competitive advantages of being a small to medium business you are in strong a position to out-maneuver and stay ahead of the competition. Your ability to anticipate change and move rapidly is a powerful advantage you wield over the decision-by-committee structure that frequently hobbles larger business models. Add to this the fact that your payroll, with low single figure employee numbers, is less susceptible to the strain experienced by larger companies and take in to consideration the current availability of attractive supplier pricing alongside competitive retail rents and you have at your disposal some useful components to help you prosper in spite of a stressed economy.

As a retailer, your income will always be a function of traffic. More people attracted to your store to look at your merchandise means more sales and more money. Even if prospective customers don’t buy on their initial visit, if they encounter an inviting and stimulating environment the odds are they will be back again and your business will benefit from word of mouth promotion, which again means additional future traffic and a furthering of the cycle.

But how do you capture attention and build patronage when your potential customers are in recessionary state of mind? The answer of course is marketing. Alright, so there is no new wisdom here, but promotion is often regarded as too speculative and neglected when business owners examine their budgets with a view to making cut-backs in hard times. Lack of promotion can begin or accelerate the downward spiral. The point is never to allow your business to fall of the radar and so to this end here are various inexpensive and free promotional possibilities worth exploring.

• Events that will garner local press interest include sponsoring fund raisers for worthy causes, hosting & exhibiting local artistic talent and providing a venue for local fashion designers to showcase their work. None of these events require deep pockets to put into action and they can set you at the center of the local cultural and community life - not a bad place to be as the people who attend these events are very likely a good portion of your target demographic.

• A visual revamp of your retail space will announce to the world that your store continues to evolve and will create interest. Bear in mind that visual merchandising starts on the street. A creative window display is the introduction to your business, it will get you noticed and draw customers when skillfully preformed, but tread carefully, if you don’t feel proficient in this area find someone who is or employ a designer. Shoddy window displays will work against you. At this time it is also a good idea to examine your in-store displays and fixtures. Upgrading scruffy retail displays is a must and needn’t break the bank. Check online for various options and price points and keep an eye open for local auctions and store liquidation sales, which are abundant right now.

• Finally take a hard look at your product lines and pricing strategy. Weight your inventory to reflect your target demographic and their ever-evolving circumstances. Faster moving items will be the lower price points - grow your accessories merchandise. It is important to be flexible. Don’t go down with the ship because of a confined attitude limiting the kind of merchandise you deign to provide.

These are uncertain times for all businesses but the fashion boutique retailer has always been about change, change represents an opportunity for continued growth if responded to wisely.

Economic Darwinism is at work, so be the fittest!

Tim Baldwin is a worldwide renowned author in the areas of retail trade, store displays and fixtures.For Further Information Please Visit Our Sitehttp://www.subastralinc.com/”

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