Retail Forum, LLC

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06/08/2017

A Landmark--and Memories

If you are a native northern Virginian, you would know that the Sears store in Falls Church, across from the Seven Corners shopping center once belonged to Lord and Taylor—a large chain of department stores. Almost 30 years ago, Sears took over this location when Lord and Taylor moved out. The building was more beautiful than most—with its marbled floors and dome café on the top level. The café served the best tea sandwiches and frozen yoghurt.

I spent almost 3 years working there part-time while I was in college. My memories of working there are still precious to me because it was there that I began my career in retail and more importantly, it was there that I was adopted by a handful of wonderful, kind, and generous “moms” I had ever met.

I was a shy 18 year old when I walked into the magnificent Lord and Taylor building. It was my first real job. I can honestly say that I may have been the youngest employee at the time. I soon realized that most of my colleagues were sophisticated women, in their 60s, with perfectly coiffed hair, starched linen dresses and ballerina flats. I was fascinated and intimidated. They were dubious of my lack of experience and maturity. What was I doing there?

Over a span of about six months, I was a harder worker and sought guidance from anyone who was willing to provide it. When I was promoted to a supervisory role at the old age of 19 years old, my colleagues became by biggest supporters. I loved my job, but I loved the women who would become my adopted “moms’ even more. They brought me food for lunch, gave me confidence (and big hugs and kisses), and made sure I succeeded.

When I took a leave of absence to complete my internship in London for five months, the store manager kept my position open. The women sent me care packages, and one of them, Mary (I still remember her first name) came to visit me in London. I returned to work once I finished the internship; it was like I never left.

It was reported this past weekend in an article from the Washington Post that the Sears building in Falls Church will be close—forever.

The Sears store, once my home, will close along with 2000 Sears locations that have already closed this year. It is an end to yesteryear.

It’s remarkable that after so many years, an event like the closure of a store can evoke such memories. I know that Mrs. Dennis and Mrs. Humphreys have long since passed—I can still smell their perfume and meatloaf, but they continue to shape my character. Now that I am a teacher, I try to provide the same compassion, guidance and generosity I once had from these unforgettable “moms.” The building will soon be gone, but I will forever hold my fond memories of these women in my heart.

05/18/2017

How do brick-and-mortars compete in today's retail environment? Last month, The Limited, BCBG Max Azria and Radio Shack filed for bankruptcy. Retailers have announced plans to close 3,100 stores so far in 2017 — more than all of last year combined. J.C. Penney said it would close an additional 138 stores this year, Sears and its Kmart brand intend to close 150 stores, and Macy's will shut down 100 stores. (NPR online article May 2nd).

Malls were once a place to go for a one-stop-shop concept and also offer a way for people to socialize. Today, malls are no longer needed for either reasons--socializing is done through social media mediums and shopping is mostly done online.

I still believe that only way for brick-and-mortars to compete with online giants like Amazon is to provide superb customer service. This may sound overly simplified; however, I have worked in the retail industry for over twenty years, and I understand the importance of providing exceptional customer service. Loyal customers make up 90% of a company's bottom line.

Understand your customers as deeply as you can. Remember your customers' names and address them as much as possible. Buy and offer products for your customers--not based on what you like or love. You are NOT the customer. Please your customers, and not yourself. Socialize with your loyal customers. Invite them to an event, or dinner or lunch. You may not be your customers' best friend, but your store should be the first place your customers consider.

05/11/2017

I purchased a pair of LL.Bean’s Wickedly Good Moccasins two years ago. They were the most warm and comfortable shoes--I used them as house slippers--but they were on the verge of being put down (they were not cheap). So, I called LL. Bean to see if they can be repaired since the company repairs most of their rain boots.

I called the Tyson’s I location and spoke to a sweet woman who told me to bring them in for a full replacement! She said that the moccasins were supposed to last longer than two years without falling apart.

So, I did. The customer service rep who assisted me in the store was Annette. Annette took my old moccasins and replaced them with a brand new pair--no charge, no hassle, no judgement, no tone. She apologized for their quality and told me that she hoped that the new pair will last A LOT longer than two years.

Thank you again, Annette. Thank you, LL. Bean. A wonderful and positive shopping experience can beat a bargain any ‘ol day!

05/10/2017

I miss you, Anthropologie!

I had a wonderful opportunity to take my students to Anthropologie’s corporate offices last year. We were impressed with the size of the facilities as it consisted of ten huge old, all brick buildings that the company purchased for $1 each at the Navy Yard in Philadelphia and spent millions to convert them into the company’s corporate offices for their brands: Anthropologie, Urban Outfitters, Terrain, Free People and BHLDN.

Personally, I have been a loyal customer of Anthropologie for over twenty years because it provides a unique mix of old and new, vintage to modern staples, and an overall good quality of products at a reasonable pricing level.

Over the past several years, Anthropologie’s mix of products lost its uniqueness while prices increased and quality of products decreased.

There are two crucial reasons why I believe this has happened to my beloved store. First, competition for online sales is staggering. How many retailers can compete with the likes of Amazon, Wal-Mart, H&M, Alibaba, and other big box corporations? Eighty percent of the clothes you see in the market (online and in brick-and-mortars) are basic-type garments like jeans, shirts, undergarments, socks, etc. This means that there isn’t much innovation or creativity involved into the making or continuation of these types of clothes—repeat, repeat year after year—change colors or fabrics. So, as customers seek for the cheapest prices for the same types of clothing, staples or cash cow items from more specialized stores like Anthropologie are lost to easy, more cheaply priced retailers like H&M.

To counter the loss of sales of its staple merchandise, Anthropologie began to raise its prices, especially on its trendier products.

This brings me to my second point—an increase in price needs to be justified by offering products that are desirable, unique, and have good quality. What was once a market place for quirky, fun, retro-inspired merchandise has now become a water-down version of itself from yesteryear.

If Anthropologie wants to continue to be a specialized retailers that caters to the 30-45 female demographics, it must deliver with regard to product offerings, pricing levels that match both quality and aesthetics—unique and creative products to its core customers. Stay true to what the brand represented, and stay loyal to the company’s core consumers. Stay focused.

Look at ModCloth.com; an online retailer that offers only retro-inspired clothing and accessories, including home goods. You don’t have to be a loyal customer to understand its core mission or core consumers. Its prices are competitive and consistently on point.

Specialized retailers are essential to our retail market place because they provide goods and services that differentiate big box store merchandise. They also offer an emotional experience to the things we purchase so that we may value them a lot more than the $9.99 special you can find anywhere.

Whether you are a small, or large retailer, specialized or not, or you are a consumer, we need to pay attention to what’s happening in the industry because the products that we make, sell, or buy have longer lasting impacts than yesterday’s discounted prices.

Therefore, my dear Anthropologie, I sincerely hope you can revamp your product offerings to reflect your core consumers and provide the same kinds of unique chicness you once did. Stay true to your vision!

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