Once you've obtained good merchandise, the second challenge
facing a start-up is marketing to potential customers. Jones and
her partners rely on a multifaceted marketing campaign that
includes handing out fliers in front of the shop, advertising in a
local business newspaper and holding fashion shows at consumer
expos targeted to women. A local modeling group volunteers to help
with the fashion shows in exchange for the experience and
exposure.
Your advertising methods should be tailored to your area and
target market. Due to her Silicon Valley location ("arguably
the most computer-literate place on earth," she says), Nesbitt
has found her Web site, which her husband designed, to be her best
and most cost-effective promotional tool. In fact, besides the
Yellow Pages, it's now the only advertising she does. "We
get an astounding number of people in the door because they found
us on the Web," she says.
As important as advertising is an attractive, appealing shop. A
successful store must be fresh and clean, and merchandise must be
displayed to emphasize its style and quality.
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"It shouldn't look like a junk store," cautions
Jobes, who says a beautifully designed shop goes a long way toward
dispelling any hesitation customers may have about buying used
clothing. "You want the atmosphere to be conducive to buying,
so it should look as good as it possibly can."
With the right combination of stylish clothing, marketing smarts
and a flair for display, your consignment clothing store will soon
be putting customers on the best-dressed list--and putting you on
the road to business success.
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