December 2012
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ADA R A CONTENTS
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ON THE COVER Glitz & Glam
18 DIY: Detachable Collars 08 Stranded Affliction ADARA MAGAZINE 4
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26 22 Subtle Glances 26
Accessorize/Monsoon Children Chattanooga, TN : Ebracing UK style
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ADA R A MAGAZINE
CONTRIBUTORS EDITOR IN CHIEF BRIDGET GATES
EDITORIAL FASHION DIRECTOR/EDITOR WENDY LEANDRO CONTRIBRUTING WRITERS YUSRA SIDDIQUI CONTRIBUTING PHOTOGRAPHERS YUSRA SIDDIQUI VELTKAMP PHOTOGRAPHY ELEA ANITA WRIGHT PHOTOGRPAHY CONTRIBUTING MAKEUP ARTISTS JESSICA EUBANKS SATOYA FOSTER JILL E. CLARK CONTRIBUTING HAIR STYLISTS COURTNEY KRAJESKY FULLER JILL E. CLARK LOCATIONS SHERATON READ HOUSE SPECIAL THANKS CANDACE CHERIE JENISHEA MARTIN LEWIS WARDROBE PROVIDED BY GIORGIO MEN’S WAREHOUSE JESSICA EUBANKS ACCESSORIES PROVIDED BY ACCESSORIZE For all inquires please email: INFO@ADARAMAGAZINE.COM PLEASE LIKE US ON FACEBOOK HTTP://WWW.FACEBOOK.COM/ADARAMAGAZINE WWW.ADARAMAGAZINE.COM ADARA MAGAZINE 7
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Stranded Affliction Photography by: Bridget Gates
Styling by: Wendy Leandro Makeup by: Jessica Eubanks
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Photography By: Veltkamp Photography
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Subtle Glances The Softer Side of the Smokey Eye
Photography by: Bridget Gates Makeup by: Jill E. Clark Hair by: Jill E. Clark Editing by: Candace Cherie
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Accessorize/Monsoon Children
CHATTANOOGA, TN Embracing UK Style
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W
hen did you guys move to the United
States? Monsoon brought their first locations to the US in 2010 and opened 7 stores through out NY, NJ and Washington DC. They sold those franchise locations to Retail Group America in early 2012. We have since added 15 additional US locations through out the US. Where are your stores located in the U.S.? RGA has Monsoon Ladies, Childrens and Accessorize locations located in 12 states and plan for further expansion in 2013. The southeast stores are located in Nashville, Atlanta, Lexington, Savannah, Raleigh, Birmingham, and Memphis. Two stores are also located in Washington, DC and New York City, and several other locations throughout the nation. Why did you choose Chattanooga as a location for your stores? Chattanooga is becoming reputable as a hip, progressive city, and the company knew that both the monsoon and accessorize lines would be well received here. How is the customer base accepting/ adapting to the brand? Everyone that comes into the store adores our product. Both brands are fashion forward, chic, and affordable. Customers are able to find accessories to pair back to any outfit. The children’s line has been a real hit and has already established many loyal customers. Customers love the style, quality, and price point of the clothing and accessories, and often compliment the legendary customer service our staff offers. What separates your store from other stores like it?
Our company was established in 1973, which is internationally known for fashion. Accessorize stores are extremely popular internationally, and are known worldwide as a retailer with a distinctive identity. Designed in London, our Accessories draw inspiration from the latest runway trends, and items found here are truly unique to other accessory stores in the United States. The children’s line features beautiful party dresses, accessories, and casual wear; the line is timeless, and fashionable without looking juvenile. Organic dyes are used so color stays vibrant, and each item is truly unique, featuring gorgeous details and hand embellishment. We are the place to go to find one of a kind, special items that will appeal to a wide range of tastes. How would you describe the merchandise that you guys offer? Both lines are always at the forefront of the latest fashion trends. Our accessorize brand includes all types of accessories, including handbags, wallets, hosiery, jewelry, scarves, hats, clutches, and hair accessories. The accessories are separated into different categories to suit various tastes and accessory needs. The children’s line is timeless, beautifully detailed, and fashion forward without looking juvenile. All natural dies are used so color stays vibrant. The company’s team of designers gather inspiration and ideas from around the world to create the Monsoon signature look. The children’s line features party dresses for any occasion, children’s accessories, outwear, shoes, and casual ADARA MAGAZINE 27
wear- every item is special in its own way and is appealing to any taste. Was there a change needed to adapt to the American buyer versus the English buyer? In the UK, the brands are both very popular and appeal to a variety of tastes; because the brands are so received so well internationally, there weren’t many changes necessary to adapt to the American buyer. Will there be more stores in this area or state soon? Chattanooga’s store was one of the first 10 in the United States, alongside stores in New York and Washington, DC. Since then, we have grown to over 23 stores nationally, and continue to rapidly grow. our newest stores are opening soon in Knoxville, TN and King of Prussia PA. Further expansion is scheduled for 2013 through out the USA. Tell us a little bit about the fashion show you just had, why you had it? How it has helped and if you are having any more events? Our fashion show was really a hit. We did the show on a Saturday during peak mall traffic, and had 20 models, both children and adults. It showcased our newest lines and most popular products. Since then, we have seen increased sales and foot traffic. Our store will continue to host fun events, including a Princess for A Day event in November, and a Holiday Photo Shoot in December. These events are designed to be fun and interactive for the children, providing parents with a special shopping opportunity and promotions. What is the marketing strategy? Because the brand is so new to the United States, our current marketing strategy includes grass roots marketing, like monthly events, For visual brandADARA MAGAZINE 28
ing, we currently have a shadowbox and signage throughout the mall. When establishing a company in a new demographic, especially in the southeast, customers respond to and appreciate interactive, personal engagement- so our grassroots strategy (events, appearances, promotions) is our current focus. Who is your target client? One of the many great things about this brand is that it transcends into a variety of tastes and demographics. Our most common Accessorize customers are women from 18-35; our Monsoon customers are generally parents grandparents, and friends of families, also varying in age and taste. Why did they decide to have two brands in one store? Retail Group of America wanted to diversify its profile and offerings for as many markets as we could. Where possible we elected to combo the brands to give exposure to our strongest categories. As the store profile increases across the US we will probably reduce the use of the combo format to go with traditional stand alone stores for each division. This was just the best way for us to introduce the UK product line to as many markets in the shortest period of time Any final words you would like to add or tell the readers about your store? It is very exciting to be a growing part of such an internationally reputable brand. Our team can’t wait to see what happens with this brand in the American market. It has already been well-received and will continue to gain a strong customer base as it becomes as notable in the states as it is internationally. If you want a fashion forward, unique item, suitable for any occasion or taste, Monsoon Accessorize is the place to go. We are thrilled to gain notoriety in the US market and look forward to our continued growth.
STORE HOURS Monday-Saturday: 10 AM- 9 PM, Sunday 12 PM- 6 PM LOCATION Hamilton Place Mall in Chattanooga, TN, located in the East Brainerd area directly off of I75. PHONE 423-702-4494 WEBSITE Accessorize: www.accessorize.com EMAIL mon7021@retailgroupamerica.com
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GLITZ & GLAM
Photography by: Veltkamp Photography Styling by: Wendy Leandro Makeup by: Satoya Foster Hair by: Courtney Krajesky Fuller Wardrobe provided by: Giorgio Men’s Warehouse Accessories provided by: Acessorize
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Photography by: JasonPhotography Dunn Photography By: Veltkamp
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