As our economy continues to slide and the daily news produces nothing but doom and gloom, I decided this was the perfect time to give my shop a makeover. As all retailers know, there is never a good time to get the decorators in, but it had to be done, so when I finally found a “man who can” I set about our transformation. I am delighted with the results.
Just like the business of fashion that we are all a part of, nothing stands still and if you don’t move on or address the areas that may be falling behind, it will become increasingly apparent to your customers. And before you know it, the chips soon become cracks. So how far will you go to bring your business up
For the retailers who have already recognised the fact that their store needs a revamp, that’s great, but most of us, including myself, need
a kick up the behind to get us moving.
The recession presents a great opportunity to take stock and get your house in order, and I for one won’t be missing the opportunity to do just that. Never before have I been
so keen to discover new labels, investigate new markets and reshape my offer to reflect our new image. However, it’s vital not to forget your core customer and hopefully I will find something to excite and awaken her too.
It’s so easy to let things slide, especially when you’re taking care of so many other aspects of your business. Still, the difference it can make, not only for your working environment, but for the stock too, can reap great rewards. My feeling is that if we are going to weather the storm, we might as well look good doing it.
- Pamela Shiffer owns the eponymous contemporary womenswear retailer in Primrose Hill, north London