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Gentlemen that purchase from a locally owned clothier, please get ITT

post #1 of 2
Thread Starter 

First of all, I want to be explicit that I am in no way trying to solicit for business to the store in which I am employed, I am just looking for advice.  Let me start with some background --

 

 

While in high school, I worked part-time at a locally owned clothier here in Wichita, KS for 3 years before going away for college.  After a disappointing two year stretch in which I tried playing college baseball, I got back into retail in Kansas City, again just working in a part-time sales role for a store called Pinstripes.  Fast forward to college graduation and I took a job in outside sales for a Fortune 300 company where I enjoyed a somewhat successful stint until about 3 weeks ago when I resigned.

 

I just moved back to my hometown of Wichita to work for a men's store that has been here since 1965.  I was contacted by the owner (who happens to be a family friend).  He knew that I had a background in clothing and asked me if I would have interest in coming to work for him, learning the business from his perspective, and then hopefully being able to own his store in the next 5-7 years.  Although very happy in my corporate role, I am excited about this opportunity and like I said, I just moved back to begin.

 

My role is primarily to be our store's sole outside sales rep.  Basically my job is to go out in our Wichita community and find a younger client (24-40, roughly) and bring them into our store so that when our current clientele no longer have a need for our services, that next wave is ready to go.  So you can have a pulse of our inventory, our entry level suits are Jack Victor but we do most of our clothing in Samuelsohn and Luigi Bianchi, as well as a fair amount of Trombolini and Castangia and our best sportswear line is probably Talbott.

 

So my question for you all is this -- if you fit the description of the target audience I am trying to attract, how would you want to be marketed to and what things would bring you into my store?  I am thinking of calling on several HR departments from some of the top employers and inviting their young men into our store after hours to have events where they have no pressure to buy anything at all -- I just want them to get to know me and get to know us.  What else do you think would work well?

 

Lastly, thank you so much in advance for any input provided!  This ended up being wordier than I had hoped, so I am appreciative to you for reading and lending your thoughts.  I'm excited to be working with clients that see the value in looking their best as we continue to run our business with integrity and try to do more than just grow revenue/profit -- we want to be an asset to the people that choose to do business with us.  Thanks so much!

 

Best,

 

MH

post #2 of 2
There are two ways to approach this; as an employee and as a local. Some ideas on both:

Local:

I was introduced to my tailor via a gent at my club. The tailor gives a very small discount to those introduced via the club and as a result gets about 3 or 4 new customers ever 3 months or so. He also holds events at the club occasionally showcasing new styles or seasonal orderings. In his case for example he will bring in a few overcoats that are finished along with accessories before Autumn hits so that members remember to book in for their fittings.

If you are dealing with a high quality or high priced product then consider working with other premium businesses. In my local town there is an association of "True Gentlemen" including the above mentioned club, a barbers, a cobbler and several outfitters. These guys are able to do "pop up shops" and share the costs of events. If each brings their 10 top customers to an evening they are in a room full of 50+ like-minded gents with the cost divided by 5 businesses.


Employee:

Contact your areas largest organisations (do not discount manufacturing sectors, but possibly skip agriculture) and offer their executives either a small discount or some other service. Consider doing a pp-up shop in their lobby. I have successfully taken a whole car-full of shirts to an office block and sold nearly 300 just over 11-1pm.

Consider writing advatorials or editorials for local high-brow magazines or newspapers.
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