I remember the first time I shopped at Fred Segal. I was at the California Market making the spring buy for my contemporary women’s boutique in Cleveland. Some California buyers were talking about Fred Segal’s. They said it was a “must see” for casual clothing. So I took off work early, grabbed a cab and headed for 8100 Melrose Avenue. I fell in love the minute I walked in. Well edited, fresh merchandising, beautiful things, happy staff (who wouldn’t be happy – job at Fred Segal, sunny California, beautiful clothes, gorgeous people). Not Fun but Nirvana.
Editing, Fred Segal does it well in the truest sense of the word. Editing is all about ” less is more” . Sounds simple but it’s not it’s hard.
I believe the lack of editing is the demise of many a boutique. It’s hard to do. It’s even harder to do well. But with discipline and practice you will improve. In another post I’ll talk about how to do this. Thoughts?
Must Love Boutiques 