Downtown Lawrence has about 20 stores that sell women's shoes and clothing. Spectators, 734 Vermont St., and Saffees, 911 Mass St., are the oldest. Envy, 911 Mass St., shares a building with Saffees. The store opened a month ago and joined the competition of downtown boutiques.
Storeowners in downtown Lawrence cite their ability to adapt to trends in order to stay in business. They build personal connections with customers to keep them returning; and they carry a variety of merchandise.
Mark Swanson, co-owner of Spectators, said the biggest key to success is the ability to change.
“If you’re not always changing, if you’re being what you started out to be, you’re going to fail,” he said. “You must be connected to your customer, and those wants and needs are always changing,” he said.
“You can imagine how much downtown Lawrence has changed in 26 years,” he said.
Swanson said not only has downtown changed, but the type of merchandise has also. Spectators started out as a maternity store then starting selling kitchenware. Swanson began selling clothing as the popularity for plates and dishes declined downtown.
Swanson's second store, Hobbs, 700 Mass St., opened in 1997.
Rick Marquez, director of the Downtown Lawrence Inc., said it's not uncommon to have downtown stores opening and closing.
The Casbah, formerly 803 Mass St., closed its doors in the first weeks of 2007. The store’s eclectic style of clothes, jewelry and accessories attracted college students for years. The store even profited from national eBay sales. Owner Terri Flaunce’s sale permit ran out Jan. 18.
“The Casbah had a good four-year run downtown,” Marquez said. “We’ve had stores go under within months, but some like Spectators, have been downtown for 25-plus years,” he said.
Marquez and the staff at Downtown Lawrence Inc. are dedicated to promoting downtown shopping. The non-profit organization coordinates events and efforts to lure shoppers downtown. Downtownlawrence.com lists clothing stores and their Web sites to expose downtown merchandise.
Marquez said that the best strategy a storeowner can have is to pay attention to customer tastes and produce products that tailor to demands.
Steve Mercurio owns Saffees. His second store, Envy, caters to a younger crowd of college and high-school girls. Customers at Saffees tend to be middle-aged to older women.
“The clothing style offered at Envy is different than any other store in town,” Whit Inskeep, store manager said.
Inskeep said the clothing styles are straight out of Los Angeles.
“Sometimes it takes awhile for the hottest trends from the East Coast and West Coast to hit the shelves in Lawrence,” she said. “But it’s important to update merchandise because a lot of college students are from other places around the country and world. These kids are fashion-savvy.”
Inskeep said Envy is for women who want to be ultra-fashionable and look their best without paying outrageous prices.
On the streets of Lawrence she sees many girls wearing the same clothing.
“The clothes at Envy are unique because we only carry six pieces of each item,” she said.
Inskeep said the individuality and the low prices of the merchandise will keep customers coming back.
“That’s the beauty of a good local business: communication between employees and customers.”
Mayumi Mendoza is a staff writer for Powerhomebiz.com. The Web site provides information and tips for business owners and entrepreneurs.
Mendoza said that keeping up with change is key.
“You have to be on your toes to adapt to every little change in the market,” she said.
Mendoza said that 80 percent of retail clothing businesses fail within the first five years because of poor management, tough competition from department stores and poor evaluation of fashion trends.
Mendoza offers ways small businesses can survive in the clothing retail market. The first is to start small. She said not to invest cash in the quantity of inventory, but quality. Her second suggestion is to learn as much about the market as possible.
Next, maintain quality in the merchandise mix.
“By offering a wider selection, you can protect yourself in case another line does not sell as expected,” she said.
Mendoza said to go heavy on service. She said to be sure to know the names of frequent customers.
“You can even call them when you get in a shipment of merchandise just right for them,” she said.
Mendoza said owners should control inventory. She said experts suggest keeping merchandise within three price lines: budget, off-price and moderate.
Owners should listen to the demands of customers, she said.
Finally, she said, owners should cross-market products, market the store and hire the right people.
“The business may appear glamorous, but you must be willing to work long hours,” Mendoza said.
Swanson also said commitment is important. He said people don’t realize how intense running a clothing business is.
“You can’t get into it expecting a pastime. It’s a 24/7 job to run a store,” Swanson said.
He said owners needed to give customers what they want to get them back into the store.
“It’s not a situation where you demand the respect or loyalty of customers,” he said. “You have to prove it.”