Boutique Practices
How to announce new store ownership in a classy way?
My family and I have just purchased an upscale clothing boutique from an owner who didn’t want to run the store anymore. She did a few bad business practices such as bringing in her personal items (things she purchased from the store) in to sell, even after they had been dry-cleaned. She has also put things on sale, and then charged a “regular client” full price for the sale item, just because they didn’t live in our area and know it was on sale.
Anyway, this is a great business if it’s run properly, which I intend to do immediately (I can’t wait!). I just want to let the people in our area know that the store is under new ownership (meaning, no more funny business).. without hurting the previous owner’s reputation, or hanging a big sign out in front of the store. Would some sort of wine-and-cheese reception be appropriate? How also do I introduce the business to my parent’s town, which is about 40 minutes away from the store, but no one really knows about it… Thanks!
You are introducing yourself. You don’t need to say word one about past ownership.
You probably have girlfriends who would love to help with a fashion show (assuming you are female most guys wouldn’t know a boutique from a boutonnière.) Do a show in the store. Serve wine and cheese but do not advertise it as such, believe me people will show up to eat.
I would have a small gift for everyone that came to the show, try your suppliers they will help you with it, and in things like perfume they will probably provide it.
Make sure everyone that comes not only knows your name but remember it’s to. You need to make an impression. Try to remember their names. Ask them if they would like to be added to a list of costumers that gets a call when new items come in. My wife used to go to a boutique that keep a list, they were three sisters who had owned the store for way longer then we had been alive. They knew what see liked and every time they called, I wanted to hide the credit cards.
It is the personal touches that will make your business. I will leave you with my favorite quote from Maya Angelou:
“People will forget what you say, they will forget what you do, but they never will forget how you make them feel.”
Justice Denied – The James Stevens Story.
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