FFWD Weekly
Copyright © 1997. All Rights Reserved.
Many fashion-conscious shoppers appear to have abandoned the carbon-copy clothes provided by national retail chains located in sprawling malls in favor of smaller shops offering more personalized selection and service. While the Eatons chain struggles to continue its once successful tradition in the history of retail, the independent clothing market is booming."I think that's a trend that's been going on for a decade," says Campbell McDougall, owner / operator of the upscale Oxygen store in Banker's Hall, which has been in operation for six years. "The idea of national chains has fallen by the wayside." He believes people are moving away from the "cookie-cutting" designs and impersonal service of large department stores to the unique fashion and hands-on service of smaller, independent clothing stores which enable shoppers to express their own style. Smaller stores can also respond more quickly to local fashion trend and the individual needs of their customers than department stores that carry the same styles across the country.
In fact, business has been so good that McDougall recently opened a second shop, Fritz Lang, along the strip on 11 Avenue S.W. that is fast becoming a trendy destination. He says the recent increase in the number of independent retailers is indicative of the times - the typical corporate position is changing and more people are opening their own business, such as flower shops and clothing stores. The new stores are filling a niche that previously wasn't being filled, he adds.
Lisa Freno, who has been in the business nine years, agrees. She says the customers who shop at her store, Primitive, on 10th Street in Kensington, can't get what they want from a large store. "I think people are trying to get away from the malls, from looking like everyone else." She adds that shoppers don't want to be treated like they are in an assembly line, waiting for help and waiting to pay a cashier. "They want to be pampered and they want to feel special."
Staff at some of the newer stores are very optimistic about the future of independent retail in Calgary due to growth, the economy and increased demand.
Owner Rahim Thawer of Toxic, which opened about one year ago at 11 Street and 14 Avenue S.W., says the population growth has played a part in the recent surge of new stores because it naturally creates new customers. In addition, people have more disposable income in Calgary due to the healthy economy. "We're about to boom," he predicts.
Maria Nicoletti, a salesperson at Illyus, said her brother Massimo opened the store two years ago and business has continued to improve - a trend she is confident will continue. She suggests the desire to look different and develop an individual look is a rebellion against lack of choice and everything being the same. And, Nicoletti points out, it's not only affluent people frequenting smaller fashion shores, it's all types of people.
At Blue Light Special, which provides new and consignment clothing, staff member Ruza Obad says fashion is a dynamic industry and small businesses can adapt quickly. The store, which was previously located on 16 Avenue in the north, "graduated" to its new site on 17 Avenue S.W. in October. Obad attributes the number of new independent stores opening in Calgary to population growth and says the result is people have more choice. "I think that they want to be different and, at the same time, a lot of the vintage stuff (consignment) is big right now."
However, despite the optimism, Obad and others involved in the retail business are aware of established stores which have been forced to close and know not every new business will be successful. "I'm cautiously optimistic," she comments.
McDougall says the current market is strong - people are opening up their wallets and Calgary is on the verge of becoming more international with more sophisticated tastes. But, at the same time, he knows it is bound to level off and, eventually, fall. "Retail is a tough business, it's pretty competitive," he explains. It's certainly in an up phase right now, but studies tell you it's stores that open at times like this that run into trouble." He predicts that the store owners who stay on top of the market and provide quality products and service will survive.
Freno also accepts that the market will follow a cycle of high and lows. "Like any type of business, things come and go. But the people who do their homework and run their store well will stay."
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