FN: Like an independent, how could Hotel nyc you beat them?
We give clients $5 off anything they purchase and $10 off any two pairs they purchase. So celebs are getting the most play within the advertising. It all turns into a matter of concord. Pop music booms from quite a few fence audio system, and vivid halogen bulbs starkly ignite the sales floor. old, midst hard cash, both cultural and non-ethnic, fashion-conscious, Fortunate magazine-reading, MTV-watching ladies," made clear Yeganeh. Secret. We get them labels that're difficult to get, we dye shoes for them. Yeganeh, who began merchandising shoes at out of doors flea promotes when he was 16, at present forecasts which over all shop sales 're going to reach $10 mil by 2004. Guess, Skechers, Puma, Chinese Laundry, Charles David, BCBG, XOXO and NM70 are simply a few of the existing options. unit in Smithtown, Long Island, freed in Might.. We are already testing one from Petrol that is doing well. I do not mentality giving for free a couple for free, if she purchased two pairs already from me at full mark-up. But up to now, for fall we did work boots in nubuck, grays and wheats from Skechers and Dollhouse. They only understand they will discover the best price and choice here," he mentioned. The Dollhouse queue is great, too.
FN: That shops are your rivalry?
RY: 3 years ago, the challengers changed into the clothes shops which devote half their space to shoes. I read W, Cosmopolitan,.
The self-service sneaker shops, located in high-traffic spots in Queens and Long Island,., trait multi aisles lined with open closets that're jammed tightly with shoes. It's proved and victorious for the stuffs we never prefer to see again. Occasionally I get better contracts from a off-brands since I do have sure purchasing strength at present: five shops and a page. Yeganeh mentioned his typical client is tremendously trend-conscious, needing the latest trends of the minute. Only look at Manolo Blahnik [and his J. speedy|for quick} Sneaker Merchandising GIVES HIS FIVE Really like
MY SHOES Shops A LEG UP ON The contest. But we still find a way to make decent margins; I'm still netting 20, 22, 24 p'cent 12 months. We take some other client very earnestly -- they experience difficulty, we will cope with it.
A: 's the superstar quotient taller at present than before?
R: It has been Increasing numbers of} and more]} the situation. But Diesel is really so knocked-off at present that there is not a single thing special onto it. It's 45 to 60 hours vs . What is more, same-store sales grew 33 p'cent within the arduous retail local weather which penetrated 2002, he mentioned. But they won't prefer to wait for a shop clerk to carry them 3 or 4 pairs of shoes -- which takes time. So therefore there has also our Web site. Occasionally in a division shop it takes 10 or A quarter-hour to go for a salesperson's alert cognitive state if they're busy. My client recognizes that when she waits until the finale of the twelve months, her size is fully gone. Go after which trend, but purchase the modernized edition. Some providers have informed me not to market a sneaker below an undeniable price point, but it is certainly on an example basis. Scholl's look. My client would prefer to spend $30 more for the real thing.
FN: Just how do you counteract which trouble?
RY: I've got a cope with about 12 organisations that if they're willing to boat something, they call and enquire for validation.
"Our bread-and-butter client is 14 to 40 yrs . If something is hot and you come back to it, the actual fashion client is on about the afterwards hot thing already. Plus, my rivalry doubled. If somebody is having a Independence Day or Museum Day sale, we commence ours 10 hours early. And there are numerous providers which help us and work for us really love Mia and Dollhouse. Ladies have many facets, many missions, and they figure out what they wish.
FN: What are your junior clients searching for at present?
RY: They arrive in with a tear sheet from the mag, they understand precisely what they wish.
But I love to give consideration to my enterprise recession-proof simply since the client who is going to arrive in and spend $49 on a couple of shoes to wear to a nightclub or tavern isn't stricken by warfare, price of petroleum, Saddam Hussein or terrorist potential issues. That is transforming into a rudimentary item. I also only hired a PR person, Tod Shapiro, for the 1st time. I suspect clients still prefer the regional enterprise more than shopping centers. So if I wrote something 6 months ago and at present the trend transforms or I purchased too high of something, I will be able to falter the order.
FN: How so therefore do you persuade labels to market you their most up to date trends, that can be merchandising for more anywhere else?
RY: We demonstrate to them which next the dept shop promos -- markdowns, coupons and all else they do -- our frequent prices are still on the same as their one-day sale price.
FN: That labels do you wish to bring but cannot get?
RY: If you questioned me this 6 months ago I should have mentioned Diesel. The trick is to make available something rudimentary but dissimilar, not something customers have already got throughout their closet. The no-pressure sales floor, without pushy salespeople, and the liberty for ladies to walk and select is key.
FN: What do you foretell may be the afterwards hot item?
RY: Footwear -- strappy ones and the Dr. [Customers] have a black sneaker, they have a brownish sneaker. Plus, it's quick. They have a comeback, we will take it back. Latterly that is been the Melissa Really like System jello shoe, the Dollhouse Restless sandal with studs and the Puma Mostro. And about Thirty percent of our accomplishment is thank you about the promoting and media which we've done. But unlike our challengers, we could move on the pennie. [When] they suspect shoes, they suspect Really like My Shoes.
FN: What's your media plan of action?
RY: Above [days gone by] two and a half years, we've expended above $1 mil on the picture of the Really like My Sneaker Gal. A large number of New york hotels clients don't believe the independent would be there. They prefer the private alert cognitive state. We are also the formal sneaker business enterprise for the "Montel Williams Show." We've done a theme makeover with them once and after that we only did an additional with the cast of "All My Those under 18." An additional large thing for us is coupons. They recognize that we do not repeat stuffs, we do not reorder. The costs are fewer than last year's and they still have the coupons throughout their arms. And this 365 days I'm read more [also] intending to come back to fundamentals. We do three sets of sales each twelve months, in three phases. We treat them well and they retain impending back. We reckoned the Mostro was just intending to be a shop for 16- to 21-year-olds. If a sneaker is hot and it sells, that is good; let it go. In case you are growing your are surely not arriving everywhere. And which legend of the J. She does not take the opportunity. In fashion stuffs alter speedily, you do have a short window and it has even become shorter since a large number of businesses are flying in shoes from China. When I first checked out the Mostro, I mentioned, "No chance, you got to be joking me." But we purchased 60 pairs and in three hours they were all gone. There are numerous folks who aren't certain if they are going to have their career. Lo sneaker]. If we're able to match our maturation last 365 days this 365 days, we will be fortunate since the economic system did alter, stuffs did swivel back. The client recognizes Nordstrom is not arriving everywhere. "I suspect our media has been doing work for us extremely, and we are fortunate which our clients are steadfast. "Support them get the proper fit and look," we declare.
FN: What are several of your promoting efforts who have truly paid off?
RY: We do fashion shows in clubs and casinos.
FN: What shoes are your clients not purchasing?
RY: The younger ones are so brand-conscious which they timid away from the lower cost knock-offs.
FN: Does it concern you which this technique to discounting educates your clients to purchase on sale?
RY: Zero. I also think we are intending to Watch a} a]} great deal of red suedes, pink suedes, light blue suedes. Our rivalry is DSW, MJM -- a spin-off of Burlington Jacket Factory -- and indeed Nordstrom, Bloomingdale's and Macy's. At present they're expending in a dissimilar classification. So therefore what do you do? This is exactly why Nordstrom does a massive sneaker enterprise. "Even the moms go for a glance of the MTV fashions and they do not want to fall in the rear of. I am attempting to do one thing: Set the name and photo in individuals' brains.
FN: Just how do you compete with which? Just how do you construct which entrust?
RY: Thing in it's really proliferation. They wish a brandname that is hot at present, not which used to be hot. It took time to do which; I have been within the sneaker enterprise for above 2 decades. It gives me an angle to govern stuffs. It's really on about 40 bus shelters in Nassau and Suffolk territories and in regional and countrywide written documents; we also do radio and television media. I suspect colour aides make the shop look good, but I'm really not arriving too profound into colour. We are on five regional wire stations, channels which pertain to ladies and fashion really love The life span, MTV, VH1, E!, Metro Channel. She sees it, she wants it, she purchases it. So therefore we do "purchase one, get one free," and after that 30 days later we do 60 % off the minimum price, pursued by 70 p'cent off at the very finale of the Hotel new york city twelve months.. So long as you reorder from them, you'll be able to never get the equivalent style in the equivalent colorway. I'm still creating nearly full margin. Some can even give me markdown cash. It has been such a late commence to warm weather which I suspect folk 'll want to wear their footwear for the upcoming four months. It was a perilous thing for the fashion ones, but not anybody has it throughout their closet. Really love Skechers is slack a tiny bit. You have one hour for supper, and next work your are hurrying home, so ladies have perhaps 10 or A quarter-hour to purchase shoes. The dept shops rush one-day sales Yr 12 months. Occasionally you underestimate the age grade, you believe a 20-year-old is intending to purchase it and all that 30- and 40-year-old ladies are all about it. I mean every deli has Steve Maddens at present; every apparels shop has a sneaker division at present. I saved a large number of my open-to-buy for Las vegas since [the show dates are] so early. They wish to appear like Ashanti and J. White is a giant colour for warm weather, and it's high time.
Yeganeh, 39, attributes several of his accomplishment to aggressive media; he has expended more than $1 mil within the last two and a half years. Look,. The diversity at Really like My Shoes is wide-ranging,.
His most advanced shop, a 6. The populace did not enhance by which rate. You go for a clue there about who is hot and what colours, textures and looks are in. Lo and Jennifer Aniston. He gets us engaged in fund-raiser ceremonies and the regional chamber of trade. I will be able to inform them I'd prefer more of an undeniable colour or style and it departs me more of an open-to-buy. We reordered the J. It costs them more, but they wish the brink. When her girlfriend asks, "Where did you get those shoes?" I'd prefer her to declare "Really like My Shoes." That's worth more than the mil bucks which we spend [on media]. We used to market all of that white years back. I'm confident my good client 're going to purchase it before the sale.
The chain's large selection -- 120 ladies' and kids' labels -- is an additional client sketch, he mentioned. But which was not the situation, it's Simular to} like]} 16 to 40, even 45. What does a queue need to do? They wish to market shoes and they wish to get paid punctually. My clients this and afterwards twelve months would be in heaven. We commence with "purchase two, get one free" right in the midst of the twelve months, when everybody else is making an attempt to get full margin. The Carlos Santana queue is unbelievable [for which reason]; I give Brownish sneaker a large number of credit. As fashion-oriented as our shops are, I suspect individuals are intending to be a smallish tighter this 365 days with
Read This their cash due to the warfare, the economic system, the doubt. She is a 19- or 20-year-old, she has an undeniable adjusted hard cash and each week she invests the big bucks on herself to look good..
FN: What do you consider 's the biggest
Hotel in nyc challenge for shops right at present?
RY: Shopper loyalty.
But the bare-bones approach is paying off for Robert Yeganeh, possessor of the five-store chain he began in 1996. Juniors are doing Pumas, Diesels. But we train our workforce that when they Watch a} a]} client humming surrounding the Costlier} expensive]|higher in price} queues, and she loves to spend above $A hundred, to linger with them. I am going to purchase 24 pairs of a colour and put three pairs for each shop, only to show a indicator of it. So they will do a take-down of the look in a cut back heel {[or more]|or maybe more|or over} subdued colour."
FN: Why is your self-service format so victorious?
RY: The layout, the service and the choice we provide 's the up coming [of merchandising].
RY: It is certainly about loyalty about the clients.
FN: So what did you purchase for fall?
RY: I'm truly waiting to head into Las vegas this 365 days with an powerful yearnings. Dissimilar is a mid-heel, square toe or baby-doll toe couple of boots. Dissimilar 's the lean, stiletto heel on a pointy-toe that folks think is done with. It's too perilous to do anything other than this.
Yea, colour is nice, but I'm purchasing it "light". Everything begins at Prada, Gucci, Ferragamo and Chanel. I might lose Diesel enterprise to a Bloomingdale's or an additional shop, but I will be able to live with which -- there're other labels. So in basic terms, we shot ourselves within the foot. We communicate a lot: "Oh, I have had it with black," but I suspect clients 're going to still come back to black or brownish. It's actually not done. They entrust the statistic that they are going to come in here and discover what they prefer at the expense they prefer. Diesel has an unwritten policy which they don't sell to self-service shops.
FN: Are you presently doing business in a different way on account of poor people economic system?
RY: Yea, we needed to delete the coupons and cut back our prices in lieu, so what we did was cut back the margin; but so therefore we decided not to cancel the coupons at last.
FN: Does this self-service model work best exclusively for an undeniable price range?
RY: For sure, in case you are expending $40 on a sneaker, you anticipate a dissimilar degree of service than in case you are expending $Four hundred. and the globe at present.
FN Just how do you spot styles?
RY: I do a large number of taking walks in Bergdorf Goodman, on Rodeo Drive, luxurious malls and sneaker shops. You purchase a couple of shoes and a couple of weeks later they crumble, and the young man may just be into bankruptcy. The secret is which our model lets us be 10 p'cent to fifteen p'cent below division shops and full-service sneaker shops. Each Really like My Shoes unit formulated at the minimum $1 mil in sales its first 365 days in enterprise, according to Yeganeh. The [Eu] shows truly support, too. [Architects] are sandalizing which whole construction-boot look with the lug solo. Occasionally you get fortunate, but look at Puma. "We adore to introduce five to 6 new providers for each 365 days at the minimum, if not for each twelve months," added Yeganeh. Assuming you have good credit and you have been around for a time, any and all queue 're going to sell to you. Thus i should have strong media, cut back margins and dissimilar labels. In one aisle we would have voluptuous night time shoes and throughout the floor we certainly have platform shoes or boots. At present they would like prints, they would like pleasant material, colour. There has not a single thing fancy about Really like My Shoes.
FN: What do you consider would be your biggest merchants this fall?
RY: The struggling sneaker I suspect may be the "it" item. Century 21 could become http://journalpsyche.org/ an frustration to us, but shoes aren't their main enterprise. I'm seeing a large number of pink, blue and orange just as well.
FN: What is your method of sales/promotions?
RY: We rush our sales earlier than everybody else.
FN: What errors have you made with Really like My Shoes?
RY: Several of my worst errors have been in reorders. Lo construction sneaker would be carried above. About four years back, shoes changed into a hot thing since shoes make the dressing. You ought to have concord with your clients. That is their deficits since this 's the up coming of sneaker enterprise. Lo sneaker [from various providers], and it was an error. By fundamentals I mean the requirement: the black leather pump. It's still strong with offspring, but that is since the moms are purchasing it for them. Also, armed forces and Timberland-influenced looks would be strong. I pay my providers punctually and i am a respectable client.
Yeganeh highly recommended which another excuse for the chain's accomplishment is most likely the contested prices, 10 p'cent to fifteen p'cent fewer than those at shopping centers, with the most famous price point at $39 to $49.
A: What's seducing your customers' purchasing habits?
R: Celebs. There was zero MJM or DSW 24 months ago, there was zero boutique with 600 square toes of the shop at present committed to shoes. The shops, that differ in size from 4,000 to 9,000 square toes, stock 40,000 to 50,000 pairs. There are plenty of more pairs of shoes obtainable in Long Island this era, perhaps four times as often, than there were eight years back. 15 to 18 hours. I need to be rudimentary dissimilar. However you should be scrupulous since The european union may be a minor too speedily, and if you go after which trend too soon it may injure you. It's perilous not to lessen your prices within this economic system
