Premium men’s and women’s wear indie Seasons has opened a second store and launched a loyalty card to reward its customers.
Owners Fraser and Helen Rowlin opened Seasons in Sheffield in 2004 but decided to open a second store after the opportunity arose to take a unit in the Grade II-listed County Arcade in Leeds’ Victoria Quarter. The store, based over three floors, is situated opposite Paul Smith and alongside Harvey Nichols.
The store’s 800 sq ft basement stocks menswear and has been made to resemble a gentlemen’s smoking club with oak-panelled walls and chequerboard floors.
The 600 sq ft ground floor, which offers womenswear as well as a selection of menswear, has been given an industrial feel with props that include distressed steel signs and an old-fashioned lamp post.
The first floor, which covers 800 sq ft, is dedicated to womenswear and has a boudoir feel. Brands stocked include Marc by Marc Jacobs, McQ, See by Chloé and Anya Hindmarch.
Fraser Rowlin said: “We’ve had to do it at this level because of the competition [in the County Arcade and surrounding area] so we need to stand out or at least stand up to it.”
Seasons has also launched a loyalty scheme that uses an electronic card to record how much a customer has spent at the store. Once the customer exceeds a spend of £500, they receive a £50 voucher to spend at the store. The digital system will also allow Seasons to access its customers’ spending habits using the data compiled on the card’s electronic chip.
Rowlin added that growth online was key to the business. The information gathered from the digital system will be used to tailor its website, www.seasonsclothing.co.uk, to suit customers’ preferences. The site features regular blogs and links to products that customers can team with other garments.