Running a clothing store is not an easy task. Not only do you have to ensure you’re as on-trend as possible, but you also have to try and cater to a variety of shoppers with a variety of needs.
One of the most irritating aspects of this sector of business is that you are often out of season. For example, in August – when the sun is still shining and everyone is still wearing as few clothes as is decent – you will begin to receive a stock of autumn clothes. The same will happen in reverse in the spring, as your shoppers – still bundled in their jackets, scarves, and gloves – will stare at your spring dresses and mutter about their need for thermals.
Selling the idea of future purchases – rather than something that can be worn the moment they leave the store – is vital for any fashion store or boutique to find its place in the market. The best way of doing this is with the changing rooms; where you can sell a vision of tomorrow no matter what the weather is doing today.
1) Kind lighting is an absolutely essential. Many stores and boutiques fit cheap, glaring, fluorescent lighting that would make the most stunning of women appear absolutely hideous. Lighting should be soft and at eye height; try and light each cubicle individually rather than huge strip lights.
2) Accommodating larger groups is one way of turning your store into a destination. People usually shop in groups, but that doesn’t mean everyone is going to be trying things on. It makes sense to accommodate the ones who are sitting outside, so they can leave the store empty-handed on this occasion, but with a favourable impression of your business. A few seats complete with comfy trade foam and even a coffee machine on hand will make people stay longer, and that means they might buy more.
3) Don’t make shoppers feel like security threats. While it’s necessary to protect your garments, don’t make potential buyers feel like they are under scrutiny. Have staff (or yourself) nearby the changing rooms, but don’t hover over people. Definitely don’t expect them to hand over their personal belongings before entering the changing room either. Instead, use ink protection and security tags that can’t be removed by the average shopper. Rely on these, rather than surveillance methods, to keep an eye on your merchandise.
4) Compile a handy guide in each changing room for how to view each outfit. You can remind shoppers to be careful when considering the colour of summer clothes; after all, when they wear them, they might have a tan. Also provides tips on finding clothes to suit each body shape – anything that makes the customer feel they are being helped by the store, rather than just sold to.
5) Use carpet over floor tiles if you want that luxury feel. Carpet also dulls noise better than any other floor covering, making each individual cubicle feel more private. It’s more expensive to maintain, but a customer is more likely to linger for longer if they feel comfortable where they are.