Tara's First Year

In celebration of her 1 year anniversary at Zoe, I asked Tara to write a Guest Post for the Blog today!

It’s hard to believe it’s been a year already.  I guess it is true what they say - time flies when you are having fun.  I first started working at Zoe on this day Sept. 24, one year ago.  I had an idea of what it would be like since I have worked in retail for 12 years already.  But what I have done over the past year with Susan and Zoe, was not one of those ideas.

I will never forget my first day “on the job” was a buying trip in New York City.  Susan took me on a train ride from Union Station (at 5am, lets just say I’m not a morning person), arriving in NYC sometime around 8am.  We went to several showrooms where I had the chance to look at designer lines that were all showing a season ahead.  I felt like VIP getting to see what was coming out for spring when it had just turned fall.  I also felt like a tourist, since I had to photograph and Instagram my entire experience.  I thought I had finally arrived when we went to the Chan Luu showroom, which happens to be in the Penthouse of their building.  This was obviously my first time in any penthouse.  I was like a kid in a candy store with all of those beautiful bracelets, clothing, and scarves!

NOTE:  Susan won't let me go to Velvet by myself.  I would spend the entire season's worth of money there!

After having the showroom experience, it came to no surprise that I would get to meet actual designers.  While at the store, I have had the privilege to meet Meagan Kurtz of ADMK Jewelry, Katie Bartels of Katie Bartels Jewelry, Kathlin Argiro, and Michelle Edwards of Haughty Cosmetics.  I never dreamed of being able to actually meet designers in the flesh (you something you just imagine would happen one day).  To my surprise I was also able to help Kathlin Argiro with a custom wedding gown for one of our customers.  Watching her create this amazing piece of artwork with a sash was incredible.  I was also able to design and create a display for ADMK Jewelry for their Atlanta Market show.

Tara and Meagan of ADMK Jewelry

Like I said, I have worked in retail for 12 years, so getting new items in every week is normally a walk in the park for me.  Receiving merchandise at Zoe is all so different.  It’s always like opening presents on Christmas.  I have even nicknamed our UPS delivery driver Freddie Claus.  I get so excited opening boxes and knowing that I actually had a hand in picking what our customers would one day have in their closets.

Our Favorite UPS Driver EVER - Freddie

Through out this entire year, I have been attending school for a degree in Fashion Merchandising.  For this degree, my final grade hinged solely on my ability to cultivate a business plan and website for my own store.  I don’t think I could have asked for a better mentor.  With Susan already experiencing the good and bad of the industry, I was able to have first hand experiences as a small business owner, and in some cases learn more from her than in class.

With all these great experiences, trips, events, and designer meet and greets, I can’t wait to see where year two with Zoe takes me!  Who knows, maybe we will end up front row at New York Fashion week sitting next to Anna Wintour.  With Susan and Zoe Boutique, anything is possible!

Reconnaissance

I have been known to be challenged to actually take a real day off.  But what if working during your day off is fun?  What if it involves shopping?  Is it really work?  I'll let you decide!

On Saturday, I decided to take a day to enjoy myself.  We won't talk about how late I slept or how many cups of coffee I drank when I got up.  A planned trip to the grocery store turned into a reconnaissance mission - visit some stores that I admired to learn a bit more about how they do things (and to see how I was treated as an average customer).

As a side note, I have to say I love the way some of Zoe's customers are dressed when they shop in my store.  I wish I could look like that when I am shopping.  But I don't.  Not ever.  Saturday's grocery store ensemble was a t-shirt, jeans, and sandals.  So that is how I went into these locally owned boutiques in another part of the DMV area.  And I was treated wonderfully.  As I would hope I would be!

There were several things I wanted to observe (in addition to my treatment as a customer).  I wanted to learn about their return policies.  I wanted to look at brands that I might be missing.  I wanted to observe store layouts.  I wanted to observe dressing rooms.  I wanted to observe sales.  And I wanted to observe traffic.  (And I wanted to shop!)

I had a really enjoyable afternoon (and I did eventually make it to the grocery store).  Some key take aways from the trip:

1) Return Policy - I changed Zoe's return policy today.  After almost 2-1/2 years, it was time.  I brought it more in line with similar boutiques.

2) Brands - I found two new brands that I want to pursue further for Zoe's customers.  Both of which I bought for myself and will wear for a while to see what I think.  (No worries - these boutiques are quite far enough away from the store so as to not be cannibalizing on the brands).

3) Store Layouts - I got some ideas on things I might change to make things more efficient.

4) Dressing Rooms - While I am still very partial to a door on the dressing room - I got two completely different perspectives on the use of mirrors, which I need to consider at Zoe.

5) Sales - The stores I visited were all having unique versions of Labor Day weekend sales.  Definitely some good ideas for the future.

6) Traffic -  You always want to get a feel for independent store traffic, even if it is on a holiday weekend.  I observed traffic while I was there and got the feedback I needed.

Um...plus I came away with a few purchases.  (Lines not available at Zoe, of course)!

See, working CAN be fun!  Not a bad Labor Day weekend at all.

Tee It Up

College Football season kicked off tonight and I could not be more excited!  Probably my favorite sport, it combines optimism, hard work, joy, passion, and an all around good time.  But what does this have to do with fashion?

You won't find much in the way of University of Georgia fashions in the DC area.  When it comes to football, we are mostly an NFL town.  Virginia Tech, UVA, and Maryland battle it out for college prominence but with no major concentration in the Alexandria area.  I may occasionally see something for Zoe and think "Oh, I'll bet a Maryland grad would love that."  But we don't get a lot of requests for school color clothing.

A boutique in a college town, however, must do their buying with the local University in mind!  Two of my favorite boutiques, Duo in Charlottesville and Sonia Says in Athens, GA make sure to have plenty of school color merchandise on hand, especially in the Fall.  As I scrolled through my Facebook News Feed yesterday, I saw this adorable Bulldog scarf at Sonia Says.

I immediately asked in the comments if they took phone orders and they confirmed that they did and would ship to me!  When I called today, they quickly processed my order over the phone with the promise to send it out tomorrow!  I will be fashionably adorned in time for next weekend's game.

Like Sonia Says, Zoe does phone orders too!  We even did one in response to our trunk show this past weekend!  It is not at all unusual for a customer to ask us to take pictures to send them them and then decide to place an order.  And of course, it is very easy to see our new arrivals (and sale items) on our Facebook Store (and purchase from there also!)

I hope your team wins this weekend (unless you are playing UGA, of course!)

I Don't Own Yoga Pants

Well, until now.  I do own yoga pants...I think - I'm still questioning it.  But let me explain.

I've wanted to get back to some type of structured exercise for some time.  And I had heard a great deal about The Barre Code, located in the Del Ray area of Alexandria.  One Sunday afternoon, I stopped in and met the owner, Amy, and was impressed by her and the facilities.  So last Sunday night, I decided to take the plunge and buy a 10 lesson package, figuring I could determine in that amount of time if it was for me or not.

Determined to jump right in, I registered for my first class on Monday evening.  Womp Womp.  I was wait listed!  On Monday, thinking that it was a possibility that I might make it off the wait list, I grabbed the first few items I saw in my "exercise clothing" drawer and headed out the door.

A quick check of my email just after 5 pm revealed that I had made it off the wait list and into that evening class.  And it started at 6:30.  Time to jump in the car and take off like a mad woman for Alexandria!  I made it in time to change into the clothes I brought with me....and then I realized I had a problem.  The bottoms were ok - Nike tights that I used for other exercise classes and running.  But the tops.  Oh, the tops.  I had a pink sport bra and what turned out to be a red tank top that was actually a pajama top.  Made even worse that it was a Christmas pajama top with two reindeer kissing on it.  (And lets not talk about the fact that I had brought no shoes to change into - rather than going out into the parking lot in my high heels, I chose to put on socks).

Note 1:  Whenever I am with someone and we see someone who is wearing ill-fitting or unmatching exercise gear and the person I am with makes a derogatory comment, I always say "Well, at least he/she is trying!!"  When I looked at myself in the mirror in class that night, I just had to say "Well, at least you are trying!"  (And hope that my classmates were saying the same thing).

Note 2:  When I told both Tara and Alexandra about this, they were both ashamed of my fashion disaster.  I promised them it would not happen again.

Pressed for time, I did not get the chance to check any of the local stores for the appropriate exercise wear.  I found myself in a Lululemon.  Kind of like a craft store, I felt like an impostor.  But I took a deep breath, tried on a couple items, and left with a top and pants that seemed appropriate.  And I said to myself "Did I just buy yoga pants?"  I checked their online store - my top is definitely a yoga top.  I think the pants could qualify as running pants.  That's what I'm telling myself anyway.  (Not that there is anything wrong with yoga pants.  I just never pictured myself wearing any.  As I always say "Never Say Never")

I looked much more stylish in my Friday class.  By the way, I do love it and really recommend it if you are looking for a great, challenging workout in the Alexandria area.  But, as always, it made me think.  Why couldn't I easily find workout clothing in a local store?  Where could I find it?

I have taken steps to get approved as a reseller of exercise clothing for three different lines.  I'll pick one to see if I can satisfy an unmet need for my customers and women in Alexandria.  And try to make sure I don't go to class as a fashion disaster anymore!

The Mystery

On Thursday of this past week, an H&M store opened on King Street in Old Town Alexandria.  People stood in line overnight to be some of the first to enter the store and, as one of the first 100 shoppers, receive an "all-access fashion pass" valued up to $300 off a shopper's entire purchase.

I have to confess, I find this to be a mystery as to why people would do this, much less be excited that an H&M is now in Old Town. Actually, I guess I don't find it a mystery.  Here is what I understand is good about it:

- The sales taxes it generates for the City will be good for everyone.
- It will draw a shopper type to Alexandria that might not normally come here but would instead go to Pentagon City or Georgetown.
- The landlord has an international tenant that it knows will pay the rent and has deep pockets.
- They sell clothing at a price point that makes it attainable for many people.

As a businesswoman, I get all that.  But I remain unimpressed and not enthused.  And I'll tell you why.

The book "Overdressed:  The Shockingly High Cost of Cheap Fashion", does a very good job of outlining the problems with stores like H&M and their counterparts like Zara and Forever 21.  If you haven't read it yet and do enjoy understand a behind the scenes look at fashion, I highly recommend it.  Some key points directly from the book:

- Rather than following typical seasons, fast fashion retailers receive new shipments regularly and lure shoppers into their stores on a continual basis.  Never mind the time and effort and creativity that go into designer's lines - the fast fashion chains rip them off, mass produce them, and have them in stores almost as soon as they are off the runway.  What I see in September, I won't have in the store until at least February or March.  You'll probably see it within a matter of two months or less at H&M

- The quality is shockingly bad.  Items purchased at fast fashion chains are throwaway items.  The author notes that buyers do not even consider "How long will this last?" or even "Will I like it when I get it home?"  Because the consumer assumes that if they don't like it or if it falls apart they can still throw it away because they bought it for a low price.  Quality today means something quite different than it used to.

- Think about how clothing is put together, what it's made of and visualize the journey to your closet.  Wouldn't you rather have garments that are unique and made with a level of skill and good materials that cheap fashion simply can't provide us? (this is quoted directly from the book).

- Fast fashion chains (such as H&M) produced 500 million pieces of clothing a year in 2004.  One would assume their numbers are much higher today   Designers such as I carry at Zoe have to have a certain number of orders or they don't produce an item.  And they usually only produce what has been ordered - if an item arrives damaged or I sell through items quickly, it is difficult to reorder simply because they can't afford to make things that they don't know that they will sell.

- We're completely in the dark about what fast fashion has cost the environment and American jobs.  From an environment standpoint, the natural resources that go into fiber production every year now demand approximately 135 million tons of coal and somewhere between 1.5 trillion and 2 trillion gallons of water.  This doesn't even take into account the toxic dyes dumped into water supplies or pollution generated from garment manufacturing factories in Eastern Europe and Asia.

- As the spouse of someone employed in the US manufacturing industry, I'm especially sensitive to the loss of these types of jobs.  In March 2011, the New York Times reporter Nadia Sussman documented the lives of New York City garment workers in a video segment called "Struggling to Stitch."  Sussman interviewed Hispanic day laborers lined up in the early morning hours on Eighth Avenue at West Thirty-eighth Street in the Garment Center, vying for scarce jobs sewing, packing, ironing, or cutting loose threads.

- When a fashion designer is getting their start, using foreign manufacturing isn't an option.  Most don't have the travel budget or big enough order sizes to make it possible.  Yet they tend to put the most care into their garments and create the most unique pieces.  Items made in New York and Los Angeles give the local designers control to make last-minute adjustments and to monitor quality.  Zoe's US manufactured designers will often allow us to change an aspect of a garment that we believe will make it more attractive to our customers.  You'll never get that from a fast fashion store.

Take the time some day to add up what you've spend at fast fashion stores.  And how much of it you are still wearing a year later.  And let me know the results.

Christmas In July - Year Three

All that preparation paid off!  Year Three of Christmas in July at Zoe was a great success!  And have I mentioned that we have the best customers?  (And got to meet lots of new ones!)

The day in pictures:

Of course, I didn't sleep very well and was in the store early preparing for the big day.  We had just received these beautiful Contrarian Trench Coats late on Friday (which I think I love more than Burberry!) and I wanted them to be steamed and ready to go for our customers.

Tara brought me sunflowers to start the day off on a positive note!

Kathlin arrived promptly at 10:30 and the customers quickly followed!  There is nothing better than having the designer of a garment show you exactly how to wear it.  In this picture, Kathlin shows the customer how to wear the wrap dress as a tunic.

It is so much fun to see the same piece of clothing worn in two different ways!  Cori and Alexandra both look fabulous!

Kathlin has fans of all ages!  This future designer immediately began sketching styles to share with Kathlin when she heard that she and her Mom would get to visit the Trunk Show this weekend!

Our beautiful bride in her custom created Kathlin Argiro wedding gown!  Kathlin actually designed this custom sash as she worked on the fitting of the gown!  The black covering on the floor (to protect the dress) was one of the tablecloths used at the Warehouse Sale in February!  (It is sometimes good that I forget to take things home).

Everyone on Team Zoe was wearing Kathlin Argiro yesterday!  One of our customers was kind enough to snap this shot of us together just before Kathlin departed for the day.

Outside Zoe, musicians played under a tent on the patio, the Smurfs made an appearance, stories were read at many different locations throughout Union Street (in support of the chosen charity The Reading Connection), and of course Santa and Mrs. Claus were a huge draw!  This was our most fun and successful Christmas in July yet!

You're Either In or You're Out

This morning on my personal Twitter feed, I retweeted Pat Riley's quote "There are only two options regarding commitment, you're either in or you're out.  There's no such thing as life in-between."  Feel as you may about Pat Riley but his quote sums up my approach to life and to business.  Let me explain how I've applied that to tomorrow's Christmas in July event at Zoe Boutique!

If I'm going to do something, I'm going to do it full throttle or I'm just not going to do it.  Having learned a great deal from the last two Christmas in July events (can you believe this is my THIRD one at Zoe??), my decision for an event (a Black Saturday sale and a Kathlin Argiro Trunk Show) were easy.  I was so thrilled that Kathlin was willing to sign up for a second year AND allow me to select new wrap dress fabrics for the occasion!  Plus, we had a special treat - a bridal gown that Kathlin had custom designed and made for one of our customers!

The next step was to start publicizing the event.  The young lady who is in charge of social media has done an excellent job of trumpeting the event on Facebook and Twitter.  In fact, when I spoke with my brother over the weekend, he said "There is one thing I know."  I asked him "What's that?"  He said "Black Saturday is July 20th."  (He is an avid Zoe Facebook and Twitter follower!)

Then, it was time to reach out to the bloggers and fashion press.  I sat down one Sunday afternoon and wrote to every outlet that I knew of that I had a) met the blogger/editor or b) had great respect for their product.  The results paid off with numerous mentions this week!

Then it was time to target Zoe's most loyal customers - our email and mailing list!  My email guru, Jenn Barton, crafted the message to go out to Zoe's list.  And we mailed over 200 postcards, many with personal messages, to that same list.

We're having a great event tomorrow.  I can't wait - I am so excited I can hardly wind down tonight.  Because I'm ALL IN.  Check back on Sunday to find out the results!

My Entrepreneurs

One of the joys of working with others is seeing them grow.  And nothing makes me happier than seeing all of my Zoe Ladies experiencing the thrill of entrepreneurship.

From reading the blog, many of you know that Janice and Karen started their own business, Semper Stylish, last year.  From an initial start of doing Zoe's windows to graduating to the Luckett's Spring Market to now having their beautiful finds in two locations (soon to be a third!), they have grown their business leaps and bounds over the past year and a half!  So much so that Janice's loyal Monday/Tuesday customers at Zoe won't be seeing her much longer as they devote more time to their expanding business!

In her final quarter at The Art Institute, Fashion & Retail Management student Tara (Zoe's Assistant Manager) is currently knee-deep in developing a business plan for opening her own boutique.  Her final project involves a detailed business plan that covers every area from budgeting her "open to buy" amounts for each season to determining her expenses (everything from advertising to rent to insurance to postage has to be covered) to giving her boutique a name and a theme!  It has been such fun to talk with Tara about her project and answer her questions about planning for and running a boutique.

In the past week, Alexandra has attended the National Student Leadership Conference at Fordham University.  Her program, Business and Entrepreneurship, covered all aspects of creating and managing a business.  (I am so jealous, by the way - this would have been amazing opportunity at the age of 16!)  The class of 14 studied topics in Finance, Marketing, and Globalization.  Alexandra was especially surprised to find out just how much she enjoyed the Finance section of the coursework.

Using the Capsim Business Simulation Software, Alexandra and her teammates developed a business plan for a cell phone company.  Other modules included the development and marketing of a new technology, management of social media (Alexandra managed her team's Twitter account), and Field Trips to the Federal Reserve and the Museum of American Finance.  In addition, Alexandra took a leadership evaluation which identified her as primarily a Lion (with a secondary as a Koala).  Meaning that she is forceful and direct but also wants everyone in the room to be happy and in agreement.  Good traits to have when trying to build consensus!

Last year, Forbes wrote an article "Entrepreneurship is the New Women's Movement".  Based on the Zoe Ladies alone, I'd have to agree!  (Plus, have you ever noticed how many of the small businesses in Alexandria are women owned?  Amazing!)

Retail Minded

A few months ago, the young lady in charge of social media and communications for the Old Town Boutique District put out a call for volunteers to be interviewed for an article on how to make the most of your time at market or trade shows.  I thought to myself "I've learned a lot in the past three years.  I wonder if they would think anything I would have to say would be valuable?"  So I volunteered myself.  Before I knew it, a writer had contact me to set up a phone interview.  Oh my!

We had an easy discussion over the lunch hour one day in February.  I shared my frank perspectives with the writer regarding everything from respecting appointment times to taking along water and snacks (so low blood sugar doesn't affect your judgement!)  My comments, along with those of three others, were included in their Spring Quarterly magazine (April/May/June). 

Retail Minded really is a great magazine for anyone who owns (or is considering owning) a boutique.  Their tagline is "News, Education & Support for Boutique Businesses."  Between their quarterly magazines, website postings (find them here), Facebook page, and Twitter feed (@RetailMinded) they curate and share timely and useful information. 

Retail Minded also recently conducted a day long conference (the Independent Retailer Conference) in New York City.  I could not attend so I sent Tara, Zoe's Assistant Manager.  She had a great day of networking with other store owners and managers, viewing panel discussions, hearing from retail experts, and visiting vendors. 

So if you are looking for a great resource (or are just insanely curious as to all that goes on behind the scenes), check them out. 

Shop Local

As the owner of a small business, you've seen me tout the "Shop Local" movement on many occasions.  But you may wonder, do I live it myself?  Let me share with you a recent Sunday afternoon...

The previous weekend, I had been given three of the most adorable pictures EVER of my niece and nephew.  Wanting to show them off as soon as possible (and have the opportunity to stare at that cuteness when I might be having a difficult day), I set off in search of frames.  It would have been easy to go to Target or Walmart but I didn't want to go that route.  I wanted to shop local.

My first stop on my Shop Local adventure was Stuart Nordin.  This charming shop had opened in Old Town last year and I had not yet had the opportunity to visit it!  While they did not have the frames I was searching for, I did have an opportunity to get a great idea of the unique items they carry - I know I'll be back to do some birthday and Christmas shopping!

Since I was right there on St. Asaph, I had to walk down to check out the newish home of Mint Condition.   I had actually been in this space before (several years ago when it was a Lilly Pulitzer store and more recently when it was home to Treat).  Toni, Mint Condition's owner, always posts the most amazing items on Facebook!  I am always hoping that the item will be my size (and that I could get there quickly enough to get it!)  So I had to stop in to see the new store and see what was new.  I was immediately drawn to this cute work dress that ended up making a trip home with me!

As I explained to someone that day, I love almost everything I bring in to Zoe.  But occasionally there are items that I can't stock for various reasons.  So I will sometimes look to my sister boutiques for items to augment my wardrobe!

Next on the list was a trip to The Shoe Hive for a pair of ankle strap pumps.  I had a vision of what I was looking for and found two difficult choices in my size.  I came home with these gorgeous Pour La Victoire pumps.

A storm was brewing so I cut my shopping short for the day.  I still need to check out Red Barn Mercantile and Maggie James for frames for those precious children.  I use olive oil from Olio, wear jewelry from Mystique, buy clothing for my husband at Periwinkle, pick up wine at The Christmas Attic, buy dog treats for the store at The Dog Park, buy shoes and bags at Bishop Boutique, shop for sweet treats at The Sugar Cube, buy gifts for my niece and nephew at Monday's Child, Why Not?, Pink and Brown, Hooray for Books, and Pink Palm, and shop for beauty supplies at Bellacara. 

This isn't to brag.  This is to say "I make the effort because I want all of us to be successful."  Of course I still go to Target.  I go to Giant.  I go to Costco (unwillingly).  But I'd MUCH rather shop in my local, independently-owned stores. 

The week of July 1- 7 is Independents Week (clever, eh?)  I challenge you to pick one day next week and do your best to only shop at (and dine at) locally owned businesses in your community.  And come back to the comments on the blog and let me know your experience.  Thank you from all of us!

Showrooming

Have you heard the term "showrooming"?  Have you ever done it?  If you are scratching your head and thinking "Is this what you do when you go to NY?" then you aren't on the right track!

The definition of showrooming from Wikipedia is:   "The practice of examining merchandise in a traditional brick and mortar retail store without purchasing it, but then shopping online to find a lower price for the same item."  As you can imagine, overhead costs for online stores are much less than a bricks and mortar store.  So they can often offer items for a less expensive price. 

I've had showrooming occur at a small store like Zoe, believe it or not. One of the ways that stores can combat showrooming is by carrying products that aren't commonly available through other sources.  It is one of the reasons I love to carry small, independent designers who create limited amounts of product.  And we always ground ship anywhere in the US at no cost with no purchase thresholds to meet for free shipping.    And while Zoe would never do this, some stores in the UK have instituted a browsing fee that is refundable if the customer makes a purchase!  (That is extreme!)

The American Independent Business Alliance had a great article on why communities and local governments (as well as local businesses) should want to combat showrooming.  Next time you are considering showrooming, think about the impact on your favorite businesses!

The Other Side

Sometimes when I read through the blog, I wonder if people think that owning a boutique is one fun party and event after another! 

While I sometimes devote posts to my thoughts and feelings at the time, I don't often write about the other side of owning a small business.  The difficult side.  I often wonder if people would be interested in hearing those stories too!  (My friend Juice has encouraged me to save them for my book someday!  Believe me when I tell you it will be a page-turner!)

Knowing the ups and downs of owning a small business, I try to support other local businesses as much as possible.  About five months after Zoe opened, a small Indian fusion restaurant opened in Old Town.  I passed it every day on my way to the store.  I want to confess that Indian food is not my first choice of cuisine - if a friend wants it, I will gladly go along but I probably wouldn't go by myself.  So I admit upfront that I hadn't gone into this particular restaurant.

One of Zoe's customers did patronize this restaurant and we talked about it a couple of times.  She liked their food and would often order and pick it up on her way home from work.  She told me about some of their initial challenges and struggles (we all know the whole signage fun that you have in Old Town) and I told her to tell them that they weren't alone!  So even though I didn't eat there, I was cheering for them and hoping they would be successful.

In the month of December, a coupon book with coupons from various restaurants in Alexandria is distributed to select zip codes.  Zoe is in a similar coupon book (for stores) that is distributed in November.  I noticed that this Indian restaurant had a coupon in the book and I smiled - good for them!  Knowing the cost of the coupon book advertising, it said to me that they were headed in the right direction and were growing their customer base.

Yet, within a month of the coupon book release, it was announced that the restaurant had closed.  I was shocked and saddened.  Some might feel that I have no right to be sad if I didn't make the effort to go.  And I will admit that I felt guilty.  And I wondered what had happened...was there an illness that forced them to close their doors?  Had they reached a point where they couldn't continue to lose money?  Had they lost their passion and enthusiasm?  What happened?  Were the difficult days outnumbering the good days?

The morale of the story is - there are bad days and unhappy events.  When you can, encourage your local small business owner.  Sometimes just stopping in to say Hello can make a difference.  Tell a friend if you like the store's or restaurant's offerings.  Try to eat there or shop there when possible.  Help them have more good days than bad ones!

On a Lighter Note...Next Up:  Sparkle Returns to Zoe

Warehouse Sale - Year Two

It is fitting that the Old Town Boutique District Warehouse Sale has taken place the day before the Super Bowl over the last two years.  When people asked me to describe it this year the best I could come up with was "The Super Bowl of Fashion" (don't try to Trademark it...I'm already working on that.  Got to love having the PTO in your backyard.)

Planning begins in December for this annual event held at the George Washington Masonic Memorial in Old Town.  One of the first decisions I had to make after deciding to participate (Yes!) was the size space I would request.  Last year Zoe had a small space but this year I felt a large space would be the better choice.  So then all the planning for properly outfitting that large space goes into motion.

First up was ordering a second H-rack from the Furniture & Fixtures Warehouse in Richmond.  I didn't have the opportunity to make a trip there during their business hours so I had to have the H-rack shipped to the store.  Then I had to make sure I had all the right Size guides for the rack (I ordered the missing ones from Barr Display in Florida - they are the ones who have provided much of my fixtures at Zoe).  I ordered two Chinese screens from Amazon (Tara scouted these out for me) to use as "Dressing Rooms".  And I made sure we had plenty of credit card slips and receipt books.  I have to say, it was great to have been through it last year and to know so much better what to expect and what lessons to learn.

As time got closer to the sale, we had to start figuring out exactly what would be included on the sale.  Of course all of our Fall/Winter items that were on sale but did we have any remaining Spring/Summer items that should go?  Any accessories?  And is all of it going to fit in the large space?

One of the things that is important is determining the discount on each item.  We knew that we would have items on sale from 65 - 80% off their original retail prices.  But what about those items that may have been marked down 2 or 3 times?  Their tags really look confusing.  So we set up all the discounts in our point of sale system and printed brand new tags.  The new tags were printed with the original retail price and we marked the new Warehouse Sale price on each tag with Zoe's signature pink marker.  Makes it easy to see just what kind of deal you are getting at the sale.  Tara went through on Thursday afternoon and retagged every item to go to the sale.  That's a lot of work.

I was in the store on Friday, February 1st to prepare for and participate in the set-up.  I am always incredibly anxious before big events so I make lists.  With check boxes.  Because I feel better when I see things checked off.

You wouldn't think there would be that many things to consider for a one day sale, would you?  But it really is like opening a second Zoe for the day.

Tara had staged all of the clothing out into the store so that when Jim arrived after 3 pm on Friday afternoon, we wouldn't be pulling items out of the back.  As he and I were loading our cars, Alexandra arrived after school to help me go to the Masonic Memorial to set up.  We loaded the cars as best with could with the knowledge that Jim would need to unload and then come back to Zoe for more.  He always lectures me that he had better not have to bring back as much as he is taking!

We found our space right away (we were happy to be in the Upstairs Dining Room again) and immediately got started in configuring the space with the tables the way we wanted them.  Next comes set up on the H-racks - you want to get those perfectly spaced from the start as they are heavy when you have lots of clothes on them!  Alexandria and I were hard at work.

Alexandra sets up our sweater table. 

The young lady who does our social media set up this lovely scarf display on the accessories table.

After some strategizing, we figured out where to put the "Dressing Room"

Mirrors are a "must have" - we had two again this year!!

Setting up our "cash desk" - a card table from my house covered with a curtain from Target and my "coming soon" sign from the time I was preparing to open Zoe in Spring 2011!

Me discussing display strategies with Alexandra as we finalize set-up

We're done!  Game Faces On!  Ready to go home and "try" to get some rest.

Yes, well.  Good luck with the "rest" part.  It turned out that none of us slept well the night before.  In order to limit the number of cars in the parking lot, Jim and I picked up Tara and Alexandra the next morning.  Jim dropped us at the Memorial just at 7 am and we were faced with a small line already outside the door. 

It is never good to get in my way when I've got my "Game Face" on.  As we walked up to the door, I explained to those waiting in line that we were working the event.  They said "The door is locked."  Those who know me know that a locked door never deters me.  I marched right up to it a pressed the doorbell (probably more than once...) and could hear the bells clanging inside.  It sounded like a church bell!  Rapidly, the head of facilities for the Memorial came to the door and growled "Who rang the bell?"  I said "Me!  We need to get inside!"  He instantly changed his tone and let all of us in (and was frighteningly nice to me for the rest of the day!)

Workers for the other stores get a chance to check out the items from each store during this early period.  I'm too busy going into "game mode" to shop.  But I wasn't too busy to answer questions from a remote customer who was shopping the pictures we had put on Facebook!

Everyone loves a prompt response...even on sale day!

At 8 am, the local bloggers and the 4 lucky winners of early entry were allowed in.  And before you knew it, the regular shoppers, many who had been queued up for a couple of hours, were in!  Remember our pretty sweater table?

The picture below is how it looked about 5 minutes into the sale. 

It's hard when you are used to things looking nice!  Especially for the Zoe Girls!

We split up our duties.  I would handle all of the transactions, Alexandra would assist me in calling and bagging the items and Tara would manage the sales floor.  At one point, Tara found herself holding a large collection of clothing for an enthusiastic shopper.

Alexandra and I were busy ringing people up - as the sale went on, we had the happy problem of running out of receipts! 

Things do get pretty nutty during the sale - clothing ends up all over the place.  Tara had to even briefly moderate a small "disagreement" when one customer thought another was touching her stuff!

It is so much fun to meet new people and get to see friends and current Zoe customers!  We had a great mix of both on that day.  It always makes you feel good when you start to see those racks and tables thinning!  Our last customer purchased from us just after 4 pm.

Jim had brought my car to the parking lot a little after 3 pm and had neighbor Mike follow him over so he could go back home.  That way, when we closed, we could start packing up while Jim made his way back to the Memorial.  The pack up always goes so much faster that the set-up!  Especially when you have a lot less to pack up!

Tara and Alexandra and I (as well as Alexandra's family and a friend) started the pack up.  The great news was that we were able to get the return items in 2 cars with some room left to spare.  Janice had taken loving care of Zoe's real home on Union Street that day.  I had called to let her know we were on our way and to pull the rolling racks into the store so that we could hang up the clothes as they came in. 

The unload completed, Tara and I started ringing in the sales.  It is a tough process.  I do it manually because I'm always afraid the electronic card swipe on the iPhone/iPad won't work well (I had problems at another event) plus I have to relieve the inventory anyway.  We finally finished up at around 8 pm and I asked Tara to give me the total!  Great success and slightly over 50% better than the previous year!  Exhausted, we packed up and I drove Tara home.  We had some additional "clean-up" work to do at the store the next day, but it could wait.  Year Two was done and it was a success!

Next Up:  The Other Side



A Visit from Katie Bartels

As you can imagine, I find lines (or they find me) for Zoe in myriad ways!  In May of last year, I wrote about a site that connects buyers with designers (JOOR).  In late May/early June, I got a request on the site to connect with a jewelry designer named Katie Bartels.  When you get a request, you can look at the offerings of the designer, the price points (both wholesale and retail) and can link directly to their website to learn more about them and their designers.  The site is used by large, well-established designers (like Tracy Reese and Rebecca Taylor) as well as small, independent designers.

I took a look at Katie's designs and her website.  I loved her creative use of color and different materials as well as her beautiful pictures and detailed descriptions of the composition of each piece.  I also liked her passion for "giving back" and her history of leaving the corporate world to start her own business.  We traded some emails but before I made a purchase, I wanted to speak with her on the phone.  It all goes back to relationships and if I feel a connection with this person who will be doing business with Zoe.

We had a lovely phone conversation early one morning and our business relationship was born!  I placed an order within the week.  And Katie has been nothing less than fantastic to work with!  I have had two instances where I had an item in store, it got purchased by someone and then someone else wanted it too!  She has twice drop shipped items to my customers on my behalf.  And the coach's wives at the University of Georgia LOVE her Janna earrings!

Katie was headed to DC when Superstorm Sandy hit our region and New York City (where she lives).  We had hoped to meet in person during her visit that week but with train travel between our cities canceled, we had to put it off.

When Katie was able to reschedule for early December, I couldn't wait to have her visit Zoe!  She and her friend stopped by to see us one December afternoon.  She is just what you would imagine a jewelry designer to be - fun and fashionable.  And one thing we know about Katie - she loves sparkle!  She came in to the store and showed me and Tara the sparkle tape she had just purchased from Paper Source on King Street!  (It was such fun to later see that show up on her Facebook page and her blog!)  And we were loving her ring selection for the day!

Katie has also brought me a couple of pieces I had ordered (now that is delivery service!!!)  Tara took a picture of me perusing our new items.

Katie stayed to visit with us and tell us tales of NYC and her past (India, Korea) and upcoming (Iceland) travels.  I told her that I live vicariously through her!  She is delightful in every way and I love carrying her beautiful pieces at Zoe!

She does a great blog too - you can follow her at Passports and Pearls!  I do!

Next up:  It Must Be the Month of Jewelry

The Best Of

Who doesn't want to be the best at what they do?  I know you've seen various "Best Of" lists in magazines, newspapers, and blogs.  Everything from beaches to cities to restaurants to colleges to denim is reviewed and compiled into a list of some kind.

I knew that the Washingtonian Magazine was compiling a "Best of Old Town" feature for their December edition.  Several of us in the Boutique District went in on an advertisement for the magazine but we did not know which businesses would be featured in the article.  Of course, I hoped that Zoe would be included!

Jim and I were headed to Georgia on November 30th to attend the SEC Championship Game in Atlanta.  Once we got through security and to our gate that evening at National Airport, we had the following conversation:

Me:  Hey, I think I'm going to walk over to that newsstand.
Jim: OK
Me:  I want to see if they have the new edition of the Washingtonian.  There is supposed to be a "Best of Old Town" section in it.
Jim: That's cool - is Zoe in there?
Me:  I don't know.  If she isn't, I'm not buying it and I'm going to be mad.
Jim:

A few minutes elapse...

Me (returning to gate area):  I need some money.  Zoe is in it!

Yes, I was very happy to find Zoe listed among the Best of Old Town and to see the pretty advertisement that had been designed for those of us who had participated in the OTBD ad.  You can read the full article here.

So what happens when you are featured in a "Best Of" list?  Well, first off, you feel pretty fantastic!  Second, you immediately start getting emails and faxes from a company trying to sell you a plaque that you can hang in your store showing that you are part of a "Best Of" list.  (If you were ever in Who's Who, you know the drill - you get named to Who's Who and then the company starts sending your parents multiple letters about buying the Who's Who book.  Which of course they are going to do.  They sent letters when I was that age.  Now they probably send emails.  And the book is probably on a CD.)

While I am truly honored to have Zoe on the "Best Of" list in the Washingtonian, I've been suspect of other "Best Of" lists.  The store had been open for about 6 months last year when another publication came out with a "Best Of" edition.  Zoe was not on the list.  Shortly after I had reviewed the magazine and discovered this, one of the magazine's ad salespeople called for the umpteenth time, trying to sell me advertising.  Although I know that the sales and editorial staffs are separate, I asked the ad salesperson about the criteria for being included and if their editorial staff even knew about Zoe.  I also asked that if they had come into the store and they had decided that we were not appropriate for the list, I'd like to know more about how I could improve Zoe and make the store eligible for future lists.  The snarky reply was "Oh, we know who you are.  And we can't tell you if we've been in the store or not." 

Sigh.  Don't ever make a mother angry.  Because that is exactly what that reply did to me.  My not so nice comment was "I know that you know who I am when you want to sell me something!"  Despite the conversation not ending very positively, I felt a little better when I took a closer look at the stores listed in the article.  In a couple of cases, they had stores listed that had been closed - one for at least 3 months prior to publication of the article.  I didn't feel quite so bad that Zoe wasn't included, especially since it didn't appear that they had gone out of their way to do any homework whatsoever for the list.

That bad experience behind me, it was fantastic to be part of the Washingtonian's Best Of list!  Nothing makes me happier than seeing my "daughter's" name in print!

Next Up: Scottish Christmas Walk Weekend and Dressing a Model

Small Business Saturday - Year 2

I learn something new every day as the owner of Zoe.  And I always try to learn even more when something doesn't turn out as I expect it to.  If you remember last year's post regarding Small Business Saturday, I was generally satisfied with the day but felt I should have approached it differently.  So this year, I tried some new strategies.

First, I included details on Small Business Saturday in my "Holiday Happenings" email that went out to the people on my mailing list.  I included a link to register the American Express card for the $25 statement credit and announced a 20% discount for the day (for all customers).  As a result of that email, we had our first "pre-shopping" for Small Business Saturday!  One of my customers had been eying a dress and uses her AmEx regularly.  She contacted me and asked me to hold it for her so she could get it on Small Business Saturday and get the discount and the credit!  A win-win for everyone!

When Saturday came, it was much colder than Black Friday had been and very gloomy.  I wasn't sure how many customers we would have and even said as much to Tara.  Much to our surprise, we were steadily busy throughout the day and customers were delighted with the 20% discount. 

My favorite story of the day was a couple who came back on Saturday who had briefly stopped in the store on Friday late in the day.  The husband said to me "After we looked around and said good-bye, you gave us a look like "I know you'll be back!"  And here we are! " (Please note I have no idea what sort of look I had on my face after being up since 3:15 am on Friday morning!)  But I was delighted they came back to shop with us.

American Express does a great job of advertising Small Business Saturday.  I appreciate that they offer their customers this incentive without passing the cost along to the merchant (don't worry - we pay plenty to accept AmEx on any given day).  When we totalled the day, I had almost tripled the total from last year!  What a great surprise, especially considering the weather! 

Next up:  The Best Of

Black Friday

Before I logged in to Blogger this evening, I tried to tell myself that it REALLY hadn't been a month since I wrote in the blog.  Being delusional works for about 3 seconds until you are forced to face reality.  Sad.  Just Sad.

I'm not one to make New Years resolutions (I could write a whole blog post JUST on that!) but I do vow to do better in the coming month with Zoe's blog.  It is important to me but I just haven't been placing the right amount of emphasis on it this month.  There was this thing called Christmas...

Speaking of Christmas, it is a perfect segue to talk about Black Friday.  Technically, this was Zoe's THIRD Black Friday at her location on Union Street.  Let me explain....

The first was just after I had signed the lease for Zoe's space.  The signing took place 2 days before Thanksgiving and I spent the day before Thanksgiving running around like a mad woman to get things done now that I had a REAL address!  So on Black Friday 2010, I was eager to show the new space to Jim (you might remember he had been afraid to look at locations since I seemed to lose every location he previewed!)  We went to Old Town so I could take him in to show him the space! 

The second was in Zoe's first year of business, 2011.  As you can read from last year's blog post, I was nervous and didn't know what to expect but was pleased with the result (and exhausted!)  And I always learn lessons that I can apply the following year.

Well, one thing that hasn't changed is that I'm always nervous.  I got to the store an hour early to turn up the heat, make sure the computers and credit card processing capabilities were in good shape, and make some last minute adjustments to the store.  Janice and Tara joined me and we had our first visitors not long after 6 am!

The publicity for the event was very well done and more stores participated this year than any previous year.  The Alexandria Convention and Visitors Association were very much behind the effort and the DASH bus system operated the King Street Trolley beginning at 6 am that day. 

Zoe had several customers "pre-shop" this year, which was very wonderful.  It is great when people do this - they try on items prior to Black Friday, have us hold them and then are able to come in to pay during their chosen time period (we did the same sale as the previous year - 30% off from 6 am - 8 am, 20% off from 8 am - 10 am, and 10% off from 10 am - 6 pm). 

We also had our first Facebook Store sale during the 30% off time period!  So exciting!

I was so pleased that the store was pretty consistently busy the whole day.  It was so much fun to get to see so many of Zoe's customers, especially since I am not in the store as often any more. 

One woman and a friend came into the store and had a number of bags from other Old Town Boutique District stores!  We told her that it looked like she had had a very successful shopping day thus far!  We found out that she was the Grand Prize winner from the Old Town Boutique District Scavenger Hunt held back in September (remember this blog post?) and she was making the rounds using her gift cards!  We thought that was SO cool!  I had to have my picture taken with her.

Patricia with her Zoe purchase!

My second fantastic surprise was a visit from designer Kathlin Argiro and her husband!  They were in town for the holiday to visit Kathlin's parents and stopped in to see me.  Kathlin had seen Tara in Firehook Bakery (just down the street) and had thought to herself "She must work at Zoe - she looks very stylish!"  And in she walked and saw Tara behind the counter!  So perceptive!  It was such a treat to see Kathlin - she is one of my all-time favorites!

Me with Kathlin and her gorgeous wrap dresses - already thinking about what to order for Spring!

Although I have never been a Black Friday shopper myself, I am glad that there are Black Friday shoppers out there!  Like last year, many people were buying for themselves although we did sell a few items as gifts.  It was a long but enjoyable day!

Next Up:  Small Business Saturday (Year Two)



Babysitting Zoe

You may remember my blog post from last July about the first time I left Zoe "alone".  Like any new mother, I felt pangs of anxiety even though I completely trusted her caretakers.  Recently, I've gotten used to leaving Zoe with others on a more frequent basis.  I'm sure you've wondered just who are those lovely ladies?

Sweet and lovely Alexandra was Zoe's very first employee!  A local high school student and a native of Old Town, she has a real love of fashion and a vision for where she wants to take her life and her career.  She gives me a great perspective on how young people view the world (and helps me remember the joys of being a teenager).

In addition to her retail expertise (she previously worked at TREAT when it was located in Old Town), Sarabeth is a yoga instructor/enthusiast and a communications guru.  She works full time in DC but we love it when she works with us during special events! 

A customer service/retail maven are the words that immediately come to mind when you meet Tara.  A Pennsylvania native (and passionate Steelers fan), Tara's warm personality and lovely glow makes everyone feel comfortable the minute they walk in the door.  In addition to working at Zoe, Tara is also a student at the Art Institute in their Fashion Management program.

My favorite window design duo, Janice and Karen, also work at Zoe.  Both come from professional backgrounds (Janice in Finance/Investments and Karen in Information Technology), but also discovered they had incredible creative talents.  In addition to creating Zoe's window displays, working part time at Zoe, and running their own business (Semper Stylish), these ladies also run marathons!  I'm trying to get them to bottle their energy and give some to me!
Speaking of Window Design...it's that time again...

Next Up:  Zoe's Window Wonderland decorations

Why I Don't Make Decisions When I'm Tired

The day following Fashion's Night Out was a bit of a struggle for me.  It had been an intense period leading up to the event and then the event itself was busy.  Couple that with eating dinner at 11 pm and having a hard time "coming down" after all the adrenaline pumping that evening and I didn't get much sleep.

Bright and early on Friday morning, a young man came bounding up the stairs armed with an iPad in hopes of talking with me about an inventory management software system.  I let him get about 5 minutes into his spiel when I told him that, while I'd like to talk to him about it, I simply couldn't that day.  I explained to him honestly that I would want to ask him lots of questions and that I couldn't really put a seriously coherent thought together at that point so it was best that he come back.  It was important to me that a) I didn't write something off that could potentially be important to my business and, conversely, b) I didn't agree to something without giving it the proper thought.

He could see that he wasn't going to get any sort of response from me that day so he agreed to return the following week.  The original premise of the product was somewhat intriguing - it allowed a store to track people's interest in items and alert people when those items go on sale.  This is something we had done through the human computer method (my head) since the store opened - if someone really liked something but didn't buy it (and had connected with the store), I would contact them when it went on sale to see if they were still interested in it.  Ninety percent of the time, they were still interested in it and would purchase it at that time.

The product, Lemur (yes, like the animal - they even incorporate it into their logo), can be help businesses move old and slow-moving inventory by capturing the information during interactions between salespeople and customers and providing contacts and alerts when those items go on sale.  Imagine you are in your local big box electronics store and you are admiring the latest and greatest television set.  An employee sidles up to you and asks if they can help.  You tell them that you like the TV but it is too pricey for you at that time.  They ask if you'd like to know when it goes on sale (and possibly what price you'd be willing to pay for it).  You say "Yes", they enter it into the application and you get an email from the store if the item goes on sale.

I asked him questions about connectivity with the point of sale system (since that is where I also control sale prices and time periods) and he confirmed that there were no pre-developed APIs to link the two systems with information.  They also did not yet have the type of reporting from the product that would be effective for a store like mine.  While it is an interesting concept and they were willing to allow stores to perform trials with it prior to making a decision on a purchase/revenue-share model, it seemed to fit a large store model (where employees don't necessary develop relationships with customers) rather than a small boutique store model.  I asked if they were performing trials in any boutiques at the time and he confirmed that they were not.

I'll keep an eye on the product as I'm always interested in opportunities to improve the customer experience but it doesn't appear to be the right fit for Zoe at this time.

Next up:  Geo what?

A Review By A Retail Specialist

At the risk of creating a Yogi Berra-esque quote, I will say that "There are some things I know and some things I don't know."  It's the things I don't know that keep me pushing to try to solve them and to find people who can give me answers or guidance.

A couple of weeks ago, two organizations that I am part of in Alexandria announced a visit from a state-wide retail specialist.  He would be speaking/answering questions at two morning meetings that week and would be available in the afternoon to visit your business and provide you with feedback on things that you may wish to improve and on the things you are doing well.  I had planned to attend one of the morning meetings anyway but jumped at the chance to have him visit the store and to also learn more about the services that the Alexandria Small Business Development Center could offer to me.

I arranged for them to come one afternoon when I had help in the store so that I could give them my full attention.  The advisor, Marc Willson, has a wealth of experience.  You can read more about his background here.

Marc asked me a lot of questions about the history of the store, my focus, and who made certain decisions.  He liked the openness of the store and said that my cash wrap was perfectly positioned.  Two areas that he suggested might be improvements were in temporary signage that I put in my windows and in lighting.

With regard to the temporary signage, he thought that putting my sale announcements and new arrivals in some pretty "shabby chic" type frames would be more eye catching and "fashion focused".  Of course, I contacted the lovely ladies from Semper Stylish right away to see what they might come up with for the store!

Then on to lighting.  You might remember a long ago blog post about my decision to use Compact Fluorescent Bulbs in the store (everywhere except the window lighting).  I like the energy saving features they provide, the softness (and calmness) they give the store and, frankly, I didn't want to spend a fortune on lighting as part of the buildout.  Marc suggested that I put in track lighting in certain places to highlight pieces and areas that might get hidden in the store.  There are a couple of areas that may be well-served with this type of highlight and I plan to look into how it blends with the aesthetics as well as the price to do so.

One area that I asked him about was advertising.  It is still a struggle to understand where advertising is working and where it is not working.  He suggested that social media is the big thing in advertising now as well as local newspapers.  He said that just about anything else wasn't worth the money.  That is helpful to me and is pretty consistent with what I've found with regard to feedback on my advertising.    He and the ASBDC rep were both excited to learn about this blog and some follow-up discussions have resulted in me being asked to contribute to their blog on a regular basis.  (I haven't decided on that one yet - it is quite daunting just keeping this one going!)

But a very good experience and a great resource!  I look forward to implementing these suggestions and reviewing the results.  And finding out what else I don't know.

Next up:  The lead-up to Fashion's Night Out