Western & English Today

Summer 2017

W&E Today provides retailers and manufacturers with education and ideas that provoke innovation in the Western and English markets.

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26 Western & English Today SUMMER 2017 A s a boutique owner, do you struggle with how to best in- crease your per-sale totals? Or do you wonder how to up- date your inventory without committing to a whole size run for each new clothing piece? One easier — and less expensive — way to revamp: Add gis and home décor to the mix. Adding a new dimension to your product offerings is shown to increase average total sales per shopper and even attract addition- al customers. When walking in the door (or loading your website) shoppers may already have a dollar or item limit in mind, or perhaps they are looking for a specific type of garment or certain style that is flattering to their figure. But home accents and gis can be bought for one's self and for others, and they are always one-size-fits-all. Making your store a one-stop shop allows you to speak to a broader audience. Cry Baby Ranch, a popular Western boutique in Denver, carries an eclectic mix of clothing, boots, and fashion accessories, along with décor and gi items, as well as art and furniture. According to owner Roxanne urman, the key to finding the right balance is to stay true to your store brand while also keeping your core consumer in mind. She notes that sometimes it's easier to incorporate the Western lifestyle through home elements. For instance, her city-based cus- tomers oen have vacation homes in the mountains, where Pendle- ton blankets and serape upholstered chairs are well-suited. And her Home décor, gifts, and accessories can be an easy and fruitful extension of your store's offerings, as long as you stay true to your brand and know your customer. by Robyn Volkening

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