Illustration by Robin Kachantones
With the economy growing as nightmarish as the early-'90s style revival, it's likely fashionistas across the country are tightening Prada purse strings in order to keep their label-loving heads above water. But how are local boutiques faring in these troubled times? Are St. Louisans trading the latest fabulous trends for a tank of not–so–fabulously priced gas? And are the owners of these specialty shops slimming down selection to match the inevitable bare-bones, thrift-seeking shopping approach?
As it turns out, even with the global financial downturn, some St. Louis boutiques are still doing good business. "We are up for the year," says Natalie Woods, owner of Daisy Clover Boutique in Webster Groves. "And I hate to say that, because I don't want to jinx myself."
Woods says her store has been proactive about battling the looming economic gray clouds. By holding regular trunk shows with favorite designers and proven brands, as well as using an inventory planner that tells her precisely how much to spend in each category, she appears to have averted disaster so far. Long before the worldwide slowdown began, her inventory planner showed her that the pricier the product, the less likely it is to sell. In turn, Daisy Clover doesn't carry many high-ticket items now.
Woody's Mens Shop owner Maurice "Mo" Erwin operates with a slightly different mission. Over the years, he's dropped items under the "good" umbrella from his store, leaving only what he considers better and best. "At the end of the season, the best was sold out — the best being 80 percent of the inventory," he says.
Erwin admits his Frontenac store is doing about the same amount of business as last year, after seeing consecutive double-digit increases for the five years prior. He likens the Highway 40 closure and economy to a two-headed dragon, noting that both have affected foot traffic, though they've had no impact on the number of sales. In fact, he's observed customers spending more. "The nice thing about St. Louis is that I've never had a bad Christmas," he says. "It's a very giving, holiday-oriented town."
After witnessing some neighbors closing up shop, Susan Luina, owner of Susan Lynn's, says the Chesterfield boutique isn't doing anything drastic. "Boutiques can never offer the best price, but we can offer the best service," she says. Since all the buying for Susan Lynn's was completed in March, Luina has no control over shipments through the end of the year. "There's not much that can be done," she adds. "Ironically, I am buying more, moving and expanding."
As for those must-have holiday trends, Woods foresees shades of purple and scarves of all shapes and sizes as the season's two must-haves. Luina's annual top 10 holiday give-and-get list, meanwhile, will focus on affordable items, with a few "wow" gifts intertwined.
"The hot gift of the holiday season is way up in the air," Luina says. "Is it going to be $800 purses, $30 earrings or something in the middle? That's something the economy will definitely dictate."
Daisy Clover Boutique (8146 Big Bend, 314-962-4477, daisy-clover.com)
Susan Lynn's (130 Chesterfield Towne Center, 636-530-7337, susanlynns.com)
Woody's Mens Shop (10411 Clayton, No. 104, 314-569-3272, woodyseclub.com)
