The small fashion retail store brand experience
Shopping in boutiques and small independent fashion stores is a very different experience from High Street & designer brands. During a recent research survey undertaken by the University of Brighton in partnership with the University of Ulster I talked to a number of small shops about what they believed their brand represented and how it differed from other stores in the Brighton area. Below is a selection of shops that in my opinion have a unique brand image.
The gift boutique sixtyseven prides itself on choosing to stock local makers of decorative items, leather goods, jewellery, stationery and toys. The shop is situated in a small shopping parade 10 minutes walk from Brighton station. The clientele are mostly local and repeat customers who like the relaxed atmosphere and unusual products. Jo works hard to provide a wide range of merchandise and her open windows enable customers to see directly into the shop. With well-known brands such as Moth and Barbra Wiggins sixtyseven is fast becoming a destination shopping experience.
Nila Rubia is both a retail and wholesale brand. The main retail space is in Ditchling, in Dumbrill Studios in a quaint village just outside Brighton. This interesting group of makers reside in an old converted barn and there is a selection of workshops and studios clustered together. There is no passing trade but events are held regularly to encourage shoppers to visit. An emphasis on keeping data about customers enables direct marketing activities. Nila Rubia source their own silk designed fashion collections from India and have a strong brand style. Leah, the co-owner, was clear that the relationships Nila Rubia has with the makers and other key stakeholders are their brand assets.
The erotic boutique in Brighton’s South Lanes She Said has changed its image over the last 7 years, capitalizing on the Burlesque trend. The shop has become very stylish and fashionable selling sexy underwear and corsets and has become a destination store.
The owner has three businesses in Brighton – all of which have different brand names. She Said has built a reputation on its range of products and the ‘know how’ about different brands and product attributes. Rozzie the store manager says ‘the brand is all about the erotic, and sensual and the way it can make you feel amazing’. Customer service is very important in this store and in particular the fitting of corsets requires customer training – getting into a corset and threading the laces are quite tricky! Many of the customers are weekend tourists and She Said has excellent relationships with local hotels that help to promote the brand.
FAIR boutique just down from Brighton Station stock brands like People Tree and pride themselves on selling products that have a story linking back to developing countries like India, Thailand, Bangladesh, Tanzania and Africa. Fair Trade products provide a decent living and a social community setting for those that join schemes in their countries. Encouraging hand made craft provides makers with new skills and the partners at FAIR visit the countries regularly to work on design ideas and monitor quality. The range of products is all made from qood quality fabrics and includes clothes, jewellery, gifts, shoes, bags and stationary is also sold in the store.
Igigi ladies wear store has been in business for 12 years and the store has excellent brand awareness amongst the boutique fashion shoppers in Sussex and surrounding areas. Stocking a number of Danish brands the shop stocks ‘classic with a twist’ and appeals to a range of age groups who care about smart casual pieces made with good quality fabrics. This shop has very iconic window displays and in store merchandising always using new and creative ideas. The innovative window displays create a continuous 24 hour advert to passers by.
The staff provides individual styling advice and the buyer’s shop with their customers in mind. In fact they keep a little black book of special customer requests so they can communicate and reward regular customers. Igigi also has a general store a few doors away with a home wares department, café and a new menswear collection. Situated in Hove the Igigi stores provide excellent design with a personal service.
Another shop off the main shopping district in Hove is The Studio Shop, which also stocks a range of gifts made by local makers. The two owners are artists and they stock their own products alongside those of fellow makers. The shop has a range of jewellery from different designers, bags, stationery, ceramics and paintings. Repeat business from local shoppers is the main advantage of this shop. The reputation has been aided by national PR in lifestyle magazines which has been written and organised by one of the owners. The Studio Shop stock very different craft made goods from other stores, ‘it’s the style of products that emphasis the visual image of the overall brand’ said Grace during her interview.
The intangible and tangible elements of branding help these retail stores to build a unique image and personality. Customer service is an important value added for all these small brands and creates a relaxed shopping experience. The whole visual look from the shop window to the fixtures and fittings help to create a style that customers remember and relate to. One fashion retailer and designer talked about their passion for colour and how the colours they use creates ‘the look’ of their brand.
The designer retailers were also clear that building networks and contacts helps them to source unusual products for their customers. Knowing what their customers want is key to marketing orientation. Most of these shops are situated in local shopping areas and customers pop in just for a chat, helping to develop relationships and repeat business. These retailers keep in touch with customers, inviting them to special shopping events, which helps to encourage shopping when new products come in or during their sale periods.
The small fashion retail brand experience helps create a meaning behind the consumption of products. The stories and myths that are exchanged with the owner/managers and the customers helps to build the brand image and personality of the store.
By Susan Bishop
Senior Lecturer
University of Brighton
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