Western & English Today

Spring 2018

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

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20 Western & English Today SPRING 2018 Here's how some retailers shape the in-store shopping experience. INDUSTRY NOTES ROCKI GORMAN Santa Fe, NM | 5 employees | 1 store "When you walk through the portal of Rocki Gorman, you are given the sense of home. I offer coffee, water, and our state cookie the Biscochito to all who enter. Having a family-run business for all these years, I want guests to enter as strangers and leave as friends." –Rocki Gorman, Owner ARIAT Lexington, KY | 3 stores | 26 employees "Our location within e Summit at Fritz Farm has been integral in attracting new customers. By offering fun-filled events such as live music and local vendor fairs, e Summit has become a destination for members of the Lexington community and visitors worldwide, and tenants benefit from this exposure." –Laura McClellan, Ariat Brand Shop Manager PINTO RANCH Houston, TX | 48 employees | 3 stores "Sales associates need to be savvy with email and texting their customers. e old-school way of keeping a little black book of your customers' information, likes, and dislikes holds true today, but in a digital way. It's all part of the customer experience that people have come to expect." –Bea Garcia, Director of Marketing MAVERICK FINE WESTERN WEAR Fort Worth, TX | 31 Employees | 2 stores "Our trunk shows that showcase our strongest vendors, especially jewelry, and include a cocktail reception with food, probably help generate more in-store shopping than any other one thing that we do. Over the years, our cutsomers have gotten to know these artists on a personal level, and look forward to seeing them, as well as their newest work." –Gayle Hill, Owner MARBLE GYPSY Huntsville, AR | 3 employees | 1 store (with 2nd location opening in May) "Our biggest thing that we do that keeps customers coming back is that customer service is our No. 1 priority. It's just something that I push really hard." –Rebekah Simonton, Owner SHORTY'S CABOY HATTERY Oklahoma City, OK 10 employees | 1 store "We are a working shop, so people can actually see that we are standing behind the word custom hatter. We can take them through our shop, and they can see the process of building a hat from the ground up. We want them feeling like when they le the store, either with a custom order being started or with a hat, that they're part of the Shorty's family." –Jennifer Hettinger, Administrative Assistant PHOTOGRAPHY: JASON JANIK MAVERICK FINE WESTERN WEAR

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