SPRING 2020
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Contact: Brenda Fambro jmfambro@sbcglobal.net (817)395-2715
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GIFTS OF EXPRESSION www.montanasilversmiths.com
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TABLE OF CONTENTS SPRING 2020
Features 8 All the Right Curves
Expanding clothing size ranges to include plus-sizes will attract more customers.
22 Personal Training
Train your staff for fantastic customer service to strengthen your store’s bottom line.
50 Nashville’s Western Soul
Western high fashion and country music go hand in hand, especially in Music City.
76 Shop Popping
Make pop-up shops work for you and generate fresh customer
Departments 4 Up Front
WLR heads to Nashville, Tennessee, to highlight the Western style at country music’s heart.
16 The Savvy Retailer
Packed with boots, Rural Haze keeps it Western near Boise, Idaho.
30 New & Novel
Don't miss our annual showcase of new Western and crossover products.
68 Social Scene
Use Facebook and Instagram "stories" to connect with customers.
70 Taking Care of Business
Discover a world of e-commerce options beyond your website.
82 The Boutique Chat
Stay authentic for retail business success.
84 Trendspotting
Two companies weigh in on including activewear in your store inventory.
86 Sweet 15
WLR turns 15 in 2020! Take a look at some memorable layouts.
87 Events Roundup
KATIE SEDLAK
Check out our retailer’s guide to 2020 shows and markets.
Find this outfit on page 53.
ON THE COVER: Discover Nashville's Western soul, and the cover products, on page 50; photo by KATIE SEDLAK. SPRING 2020 ★ WESTERN LIFESTYLE RETAILER
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UPFRONT
Hey, Good Lookin’!
Administrative Office 2112 Montgomery St. Fort Worth, TX 76107 (817) 737-6397 • Fax: (817) 737-9266 SUBSCRIPTION INQUIRIES:
CHRISTINE HAMILTON
IT’S HARD TO GO WRONG showcasing cowboy style in Nashville, Tennessee, the heart of country music. For the 2020 spring Western Lifestyle Retailer, Kathryn Barkey, WLR creative director and stylist, put together shoots at iconic spots in Music City, from Tootsie’s Orchid Lounge on Broadway to Fanny’s House of Music in East Nashville. “I wanted a mix of Western style, from a classic, vintage look to a ’70s vibe, and then some modern looks—like putting a pink rockabilly dress with sequined tennis shoes,” Barkey says. “It’s wearable glam with a Nashville ease about it. “Country music started in The Western Lifestyle Retailer crew hit Nashville hot spots cowboy hats and jeans. It’s like the legendary Blue Bird Café. America at its heart, and it completely fits our brand in terms of culture and feel. It embraces everyone who loves the Western lifestyle, whether you grew up in it or are a newcomer.” Discover “Nashville’s Western Soul” on page 50, and the resource guide for the great products it features on page 66. This year we also introduce our brand and cover redesign, timed with our 15th year in publication. We hope you like the new logo and look, which aims to showcase Western style in high fashion. Our goal, however, remains the same: to bring you great content that helps you with your business. This year that includes expert tips on training your sales staff in “Personal Training” on page 22, and strategies for making use of pop-up stores in “Shop Popping” on page 76. Learn how to add plus-sizes to your inventory in “All the Right Curves” on page 8, and the variety of ways you can make e-commerce work for your store in Taking Care of Business on page 70. We consulted retail pros on selling activewear in Trendspotting, page 84, and on making use of Facebook and Instagram stories in Social Scene, page 68. Visit this year’s Savvy Retailer on page 16 and learn how Jane Kasper is making a brick-and-mortar success with Rural Haze near Boise, Idaho. Once again we welcome guest columnist Ashley Alderson in The Boutique Chat on page 82, and don’t miss WLR’s annual New & Novel spotlight beginning on page 30. Make sure you check out the Market Watch on industry shows on page 87. Next time you’re in Nashville, make our fashion shoot tour stops—we list them on page 65. And while you flip through this year’s cover feature, we hope you can almost hear the strains of your favorite country song. —Christine Hamilton 4
(817) 569-7110
Publisher: Ernie King Brand Manager: Kami Peterson Editor: Christine Hamilton Contributing Editors: Kate Byars, Jennifer Denison, Katie Frank, Ross Hecox, Susan Morrison Art Director: Ron Bonge Fort Worth Production Manager: Sherry Brown Production Assistant: Emily Trupiano Fashion Editor: Kathryn Barkey Director of Production: Karen Fralick Digital Content Manager: Dani Licklider Advertising Account Executive: Kami Peterson kami.peterson@westernlifestyleretailer.com (719) 651-3394 Advertising Customer Service: Nancy Hughes (817) 569-7107 Senior Digital Strategist: Sonny Williams Business Manager: Tonya Ward Warehouse Manager: Tim Gelnaw A Publication of the MCC Magazines, LLC a division of Morris Communications Company, LLC 735 Broad St., Augusta, GA 30901
Regional Vice President: Patty Tiberg President: Donna Kessler Controller: Scott Ferguson Morris Communications Company, LLC Chairman: William S. Morris III President and CEO: Will S. Morris IV © 2020 by Morris Communications Company, LLC. All rights reserved.
Western Lifestyle Retailer is published annually by Morris Equine Group, 2112 Montgomery St., Fort Worth, Texas, 76107. Subscription to Western Lifestyle Retailer is free to qualifying retailers, wholesalers, manufacturers and salespeople of western lifestyle related products; $20 annually for all other subscribers; $35 for foreign subscriptions; single copy price is $10. Submission of freelance articles and artwork is welcome. Please write for editorial guidelines if submitting for the first time, and enclose SASE. No faxed materials accepted. Articles that appear in Western Lifestyle Retailer do not necessarily reflect the position or opinion of Western Lifestyle Retailer or Morris Communications Company, LLC. Western Lifestyle Retailer does not endorse and is not responsible for the contents of any advertisement in this publication. No material from Western Lifestyle Retailer can be copied, faxed, electronically transmitted, or otherwise used without expressed written p ermission. Requests must be submitted in writing. PUBLISHED ANNUALLY Western Lifestyle Retailer is published each December giving you the opportunity to reach your customers prior to an important buying season.The editorial content concentrates exclusively on Western fashion, accessories, jewelry, gifts and home décor products, and is illustrated by top fashion photographers. In addition, there is a comprehensive product directory of Western fashion and lifestyle-related business in each issue.
Western Lifestyle Retailer keeps retail storeowners and buyers in touch with coming trends by offering a sneak peek at the hottest new products and informing them of the latest innovative merchandising and cost-saving strategies—strategies that bring a positive impact to the all-important bottom line.
WESTERN LIFESTYLE RETAILER ★ SPRING 2020
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DALLAS WESTERN MARKET MARCH 24 - 27, 2020 APPAREL | ACCESSORIES | FOOTWEAR dallasmarketcenter.com
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COURTESY OF ARIAT INTERNATIONAL
Ariat offers plus sizes for its R.E.A.L. Denim line in several cuts, traditional Western snap shirts, graphic T-shirts, hoodies and outerwear.
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All the Right Curves
Expanding your store’s clothing size range to include plus sizes can attract more customers.
BY ABIGAIL BOATWRIGHT
T
he average American woman today wears a size 16 to 18, according to a 2016 study published in the International Journal of Fashion Design, Technology and Education. A 2018 study by Credence Research found plus-size women’s clothing—designated as sizes over 14—to be the fastest growing segment under the women’s apparel umbrella. But the majority of Western clothing is limited to small to extra large sizes. As our experts explain here, you can tap into a valuable group of customers by adding an extended range of sizes to your inventory and merchandising those offerings correctly. With so many potential customers fitting into the plus-size range, why aren’t plus-size options the norm? Not all clothing manufacturers offer extended sizes, for one thing. Megan Seifert, women’s Western apparel and denim product manager for Ariat International, says creating clothing in larger sizes is not simply a matter of adding material. “There is a need to develop new patterns sometimes for those sizes, because you want to make sure they fit appropriately,” Seifert says. “You don’t add a couple of inches in the same spot when you’re going from XL to a 2X. There are different body shapes you have to take into account.” Liz Ross, founder of the boutique Southern Fried Chics, says five years ago it was a challenge to find plus-size options that appealed to her customers. “I would go to market, and it was really hard to find cute [plus-size] styles,” Ross says. “And they weren’t the same styles as regular size clothing. So I couldn’t do a full run of regular and plus sizes in a particular style.”
COURTESY OF SOUTHERN FRIED CHICS
PLUS-SIZE CHALLENGES
Some plus-size clothing may require additional design work to keep it flattering, but increased demand is worth it.
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COURTESY OF HANNA HOGNER
COURTESY OF SOUTHERN FRIED CHICS
Highlight your plus-size clothing options with signage and graphics so customers can find them and give customers time to discover them.
Offering flattering options for plus-size customers can help the Western fashion industry capitalize on the fastest growing segment of buyers.
Today, Ross says more options are available in plus sizes, albeit sometimes at higher prices. But she says even now many manufacturers don’t make clothing in larger sizes. If they do, they’re often in junior sizes. Once you do offer plus-size options, says Ross, it takes time for your customers to realize you have stylish pieces in extended sizes. “You’ve got to remember you’re not going to get a return on your investment immediately,” Ross says. “This is a long-term goal. Even to this day, after years of pushing our plus-size brand, we have people telling us we need to carry things in their size, and they’re surprised to learn that we do. We’re constantly trying to get the word out.” Hannah Hogner is a plus-size model and lifestyle blogger. She says no two women have the same shape, especially in larger sizes, and that can make it difficult to find pieces that fit, despite them being the correct size. “Once you get past a size 14, some girls might be taller and curvier, like myself, while others could be shorter and rounder,” Hogner says. “So we might not wear the same clothes.”
Ariat began expanding its size options in spring of 2019, in response to feedback from consumers, retailers and data that showed the need for those sizes. “A pretty large percentage of women have not been spoken to in regard to clothing sizes, particularly in the Western clothing industry,” Seifert says. “Women of all sizes want to dress cute, and have jeans and shirts with the comfort Ariat offers for riding horses and working. There’s a lack of that, especially in the Western market. That’s what has driven us to offer additional sizing.” Currently, Ariat offers plus sizes for the R.E.A.L. Denim line’s mid-rise boot-cut jean, the mid-rise straight leg, and the R.E.A.L. apparel tops, such as Kirby stretch button-up shirts, traditional Western snap shirts, graphic T-shirts, hoodies and outerwear. Even if your store stocks extended sizes in just a few pieces, Hogner says that effort will be appreciated by an important segment of your customer base. “I think it’s so important to have those options,” Hogner says. “I get disappointed sometimes when I can’t find clothes that are on-
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BENEFITS OF INCLUSION
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trend in my size. You get frustrated because you feel like you have to conform to a certain size just so you can fit into something cool. It’s important to have even just a couple of plus-size pieces. You’re letting your plus-size customers know you care.” Ross now designs 80 percent of the merchandise she carries in her store. She makes sure to get samples made from size small to 3X, hoping to expand more in the future. She uses employees as her fit models. “We’re all different sizes, and we really do our due diligence to make sure that what we produce are things we would wear,” Ross says. She strives to keep the fit proportionate across all sizes. “Girls just need to feel more confident,” Ross says. “I want to take away the ‘plus” from the name. Eventually I want it to be just ‘size.’”
“Finding a couple of trendy plus-size girls who start coming to you for stylish clothes can really start the process for your store,” Ross says. “When they post pictures of themselves in your clothes and tag your company, it can help [increase your visibility]. They are walking billboards for your clothing.” Ross has had success with creating a VIP Facebook group for her boutique, which allows customers to post personal photos of them wearing the store’s apparel. Make sure your customers know you offer plus sizes, Ross stresses. She suggests posting signage with “plus size” or “sizes to 3X” on it to inform your clientele. And if you’ve got a brick-andmortar, hire girls in a variety of sizes that can wear your clothing as in-person advertising.
Wide leg, flare, bell-bottom and trouser-cut pants are all popular for plus-size fashion. 12
COURTESY OF HANNA HOGNER
MERCHANDISING TIPS
Hogner shops at both brick-and-mortar and online stores for her outfits. She says a good return policy helps make shopping online easier, in case pieces don’t fit. She is attracted to online stores that offer images with women of different sizes wearing the clothing, and especially when video of those items is available. “You could get two different sizes of plus-size models, with different body shapes,” Hogner says. “Post some videos to show how the pieces fit, how they feel, the way they move. Sometimes you just can’t tell from the picture.” And don’t limit your plus size options to just T-shirts, says Hogner. “I’ll go to a company’s page and all I can find are graphic tees in my size,” Hogner says. “That’s great, but what I need are pants. I want to support small businesses and some of the name brands, too, but sometimes I end up going to Target or other places for jeans, because that’s all I can find that fits. Once I find a pair of jeans, I wear those babies out.” Marketing through social media is a great way to show your range of sizes, using plus-size models as well as other sizes. Hogner often finds stylish pieces by following boutiques on Instagram. Seeing models with diverse body types show off the store’s products encourages her to purchase from that company. Southern Fried Chic uses models in regular and plus sizes for photos. Particularly for online shopping, it’s important to include measurements to help customers determine the right size. Ross says working with an influential plus size customer can inform new customers of your size options in a more organic way than other types of advertising.
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GETYOURHOOEY.COM
CORY SOLOMON 6X NFR QUALIFIER
@HOOEY_TV
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HOOEYTV
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No matter how you display your products, consider styles that can fit a variety of women. When buying jeans, Hogner looks for denim with a little stretch, and a higher waist. She also gets creative, wearing a dress as a duster if it doesn’t work buttoned up, for example. Ross looks to carry pieces with spandex in the material, an easy fit and breathable material that can fit regular and plus-sizes while looking good on everyone.
COURTESY OF SOUTHERN FRIED CHICS
STAYING ON-TREND
Market your extended sizing clothing with models in various sizes and promote styling options.
You can pull plus-size items into their own display if you have the space, or you can include them alongside regular sizes. Both methods have their benefits, say these experts. However, Ross does prefer to include extended sizes alongside the regular sizes. “Try not to make people feel any different,” Ross says. “If you’re going to have an extended fit, put it with similar clothes in regular sizes. Merchandise it all together. But put a sign out so your plussize girls knows they’re there.” Seifert believes a dedicated display is helpful. “When you walk in a store and you don’t know a brand has extended sizes, a lady might assume that it’s not there,” Seifert says. “If a store is merchandising plus-sizes on its own four-way rack, or there is some signage that calls out that it carries plus sizes, it can help customers know to go to that spot and find their size. That is sometimes preferred to digging through clothing styles and sizes to see if your size is there or not.” 14
Ross says her clients are still wearing wide-leg, flare and bellbottom pant styles. She says sequins are increasingly popular, too. “We are selling a ton of sequin pieces all year-round—not just at holiday season anymore,” Ross says. “Anything that shimmers or shines.” Ross has seen an uptick in body-positive messaging in today’s culture thanks to the influence of model Ashley Graham and even the Kardashian family. She anticipates more styles being available for plus-sizes, the same pieces other sizes are wearing. Southern Fried Chic’s large bridal selection has become more popular, as plus-size customers are finding her affordable styles to be flattering and stylish. Looking ahead, Hogner says she anticipates blazers as being a continued popular choice, and a return to more streamlined pant silhouettes. “I see a lot of the trend going back to regular jeans—not so much bell bottoms,” Hogner says. “I love a good trouser jean. And I’m a sucker for a good blazer—you can make them look so cool.” Hogner uses her platform to show her audience stylish fashion inspiration, regardless of size. “I am passionate about wanting to help people and brands with plus sizes, because I just believe no matter what size you are everyone deserves to have fun stylish clothes,” Hogner says. “I believe the key to fashion or any outfit is confidence, and when you look good, you feel good.” BIGAIL BOATWRIGHT is a freelance writer and A photographer based in Texas.
MEET THE EXPERTS Liz Ross owns Southern Fried Chics, an online boutique based in Rock Hill, South Carolina. First opened in 2012, Southern Fried Chics offers a wide range of sizes and styles, mainly from its proprietary clothing line. southernfriedchics.com Megan Seifert is the women’s Western apparel and denim product manager for Ariat International, a performance footwear and clothing brand. ariat.com Hannah Hogner is a model and lifestyle blogger and Instagram influencer from Gordon, Texas. She comes from a family of team ropers, and has worked with her parents for years in cowboy ministry. She started her blog “Living in Grace and Style” in 2017. livingingraceandstyle.com
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©2019 Ariat® is a registered trademark of Ariat International, Inc. All rights reserved.
k c i K Up YOUR HEELS
New Fall colors. New reasons to love the Dixon.
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SAVVYRETAILER
Rural Haze
Western fashion takes on a unique flair at Rural Haze near Boise, Idaho. Through its evolution from an Etsy shop to an online and brick-and-mortar Mecca for boot lovers, Jane Kasper has made a dream into a successful reality. ARTICLE BY KATE BRADLEY BYARS PHOTOGRAPHY BY RANDI KAMPEN
Rural Haze is a thriving Western retail store in Meridian, Idaho, close to Boise. 16
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n the outside, Rural Haze’s storefront looks similar to those of the nearby shopping center mega stores in Meridian, Idaho. On the inside, it’s pure Western, with rows of fashionable boots along a woodpaneled wall and large spools that pair boots, jeans, shirt and accessories for easy shopping. The store is bright, airy and welcoming—much like owner Jane Kasper’s personality.
Rural Haze had its roots in 2013 as a creative outlet on Etsy, where Kasper sold her home-stitched bandanas. Within two years retailers around the country picked up Kasper’s work. Now her brickand-mortar storefront—open since 2017—is the face of a thriving online business. It has evolved with her lifestyle—she graduated from Cal-Poly in 2010, married her husband, Peter, and moved to a dairy in Idaho, then had a son, Billy. Juggling family and retail is no easy task, but Kasper has a solid plan for her thriving Western boot-sales-focused boutique. While Rural Haze carries a variety of tops, jeans and accessories, the store is a go-to for Western boot lovers. Whether they fly in from Chicago, Illinois, to shop in person or purchase a pair of Old Gringo boots online, customers have made the shop’s fashionable footwear account for 94 percent of the store's sales. But, Kasper and her staff want to sell an entire outfit for every occasion. The boots just start and finish all decisions. “The cornerstone of our style is that we can wear an outfit from brunch to the boardroom, from a country dance to a wedding,” says Kasper. “Boots are either the beginning or the end of an outfit, no matter where you’re wearing it. We really love the confidence someone has in a new pair of boots—you just feel it!
Jane Kasper started Rural Haze on Etsy in 2013, as a simple creative outlet for her home-stitched bandanas.
We love when people send a photo of clothing and ask us to find a boot for it.” From selling bandanas to pairing the perfect pair of boots with an outfit, Kasper’s Rural Haze has evolved into a specialty store with flair. WLR picked Kasper’s brain to understand how her Western boutique stays afloat and weathers the retail storms.
How do you define Rural Haze’s style? Jane Kasper: I like things that are versatile, pieces that can go with a cardigan to a meeting or out after work. We also like things that are lightweight in the summer. Versatility is what we want because, at the end of the day, we want more for our money. SPRING 2020 ★ WESTERN LIFESTYLE RETAILER
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In selecting products,“comfort and quality are No. 1; then we look at style,” Kasper says.“At the end of the day, we know if it isn't comfortable, it won't be something our customer gravitates to when she opens her closet.”
Western boots and footwear are big draws for Rural Haze customers, and they like to base outfits on those purchases. "Boots are the best way to spend a night out but not be in uncomfortable heels," Kasper says.
We try to pull in items that pair “Western” with the girl that has a “real job.” You can have a Western vibe and not look like you just came from the barn. That is who I was growing up, but after college I had a more professional job; however, I wanted to still convey who I was in my style. Mostly, our brand is about comfort and style. Most importantly, we want women to have that confidence you feel when rocking a sweet cowgirl boot!
We don’t stock graphic tees—you know, the ones with with trendy sayings that wouldn’t be appropriate to a board meeting—which are big now, and fit more at a roping. We did try to stock some baseball tees, but those haven’t really sold to our customer base. We aren’t as casual; instead we are striking, confident and have purpose. We are the cornerstone for a girl who is aggressive with her dreams, her style and her life as a chic, classy cowgirl. You can’t have a $1,000 Lucchese [boot] next to a $25 graphic tee—you’re either making the Lucchese look way too expensive or making people second-guess the value of a shirt. The only way to alleviate that is to take the graphic tee, sell it for $79, but know that you’re not actually selling a shirt that’s worth that. We don’t do that. Instead, we stock quality products we can stand behind. We have confidence when we ship something out the door that it has good construction and will last a long time.
Western fashion follows trends; how do you set yourself apart? JK: We cater to ladies of all areas. New York is in our top five states [for sales] at all times and is something we are very proud of. We try to push the bounds of keeping it Western, but also stay professional. We try to find pieces that fit just as well in the boardroom as they do out with the girls. 18
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What challenges do you face in your area? Is it hard to build a steady client relationship or does being close to a college town like Boise help? JK: The largest challenge, but we also feel the largest opportunity, is that you can get the same product at many other boot stores. We try to keep the playing ground uneven by offering stellar customer service, wrapped packages and handwritten thank-you cards with each order. Also, we host monthly sip 'n shops at our store; we love the opportunity to give our customers a treat as a way of saying “thank you.” I think even with all of the technology in this world, people still like to buy from people. Ironically, I believe it is easier to build relationships that it ever has been because so many other companies allow the interaction [with their customers] to be too sterile. For those customers who don't get to meet us in person, we do Facebook and Instagram lives weekly so that we can interact and get to know each other. We also dived into Instagram’s “IGTV,” which is like YouTube on Instagram. We use it to make that connection with the customer. We are online and it is hard to build trust online. Buyers want to know if you’re going to stand behind your product. When you can watch us, and watch product, on IGTV, you can see how we interact.
Why is it important to have a brick-and-mortar store alongside an online store? JK: We actually opened the brick-and-mortar as a way for me to meet people after I moved here. We never imagined what it would turn into! The brick-and-mortar is where the heart of the business will always live. It's the relationships in the store that make our world go round, but more than that, if we want to test out a style it is an excellent place for feedback. If someone doesn't purchase something online, you don't necessarily know why. In a store, it's a conversation—maybe they wanted a different color, a zipper, the heel was too high, etc. In the store, we offer every piece of an outfit for shoppers— shoes, pants, shirt, jacket. Someone may come in looking for boots for a special night, but we can complement them with a shirt or jeans. We spend a lot of time, effort and money to ensure we have the right brand for our business—we visit the company, try the product and put our hands on it. While boots are our cornerstone—94 percent of our capital can be attributed to boots—I think it is important to highlight our other brands since we work so hard to select them.
sons we started carrying more boots is because boots made me feel [like I was] the same. I got timid with clothes—lots of gray and black and mauve, colors I hate but they were safe so I could blend in and not have people look at me. But my boots were colorful and I wanted people to only look at my feet! I feel like our clothing is finally starting to get back in that drive. When we went to Denver Market, Randi [Kampen, our creative director and photographer] and her sister picked out all these clothes in colors and fun styles. As we started getting them in, I could see that it was “us” again. I had been buying for how I felt and not how I wanted to feel for some time. So, we did go through a little clothing slump and that was why we pushed boots so aggressively. It was a good move! There is something so exciting about selling someone a pair of boots because they’re going to have a good life in them.
When selecting merchandise to fit your brand, what factors do you consider? JK: Comfort and quality are No. 1. After that we look at style. At the end of the day, we know if it isn't comfortable, it won't be something our customer gravitates to when she opens her closet. We want each piece that is purchased from us to be a contender in the closet every day. Ariat is one of our staples as far as comfortable wear. I feel like Cut From The Cloth is just the right height in the waist and you get to size down in them. You don’t have to wash them to get the fit back. They’re great for traveling and they pair great with booties. With boots, we are conscious about the quality and craftsmanship. Boots are the best way to spend a night out but not be in uncomfortable heels. They last so long, and after you’ve had the boots a couple of month, you associate them with memories. They have to last.
Where do you see Rural Haze going in the next few years?
How did boots become such a dominant part of what you sell?
JK: Our customers wanted more footwear. Where you see stacks and spools, there were clothing racks a few weeks ago, but now we are bringing more boots in-store. Eventually, an entire wall will be boots. We’ll continue our monthly sip 'n shops, which usually highlight a brand and have a promo, and also include a key brand partner who sends a rep to provide insight on production and styling. We attend Pendleton [Round-up in Pendleton, Oregon,] and the [National Finals Rodeo in Las Vegas, Nevada], and will continue to bring boots and clothes there. Our focus will remain boots, but it is important to showcase other brands.
JK: I love boots! I wear them every day. After I had our son, I had weight gain and postpartum [depression]. One of the rea-
KATE BRADLEY BYARS is a Western Lifestyle Retailer contributing editor based in Texas.
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Personal Training
Customer service in the boutique business isn’t simply about hiring someone with an outgoing personality; it’s providing proper training. Here, three industry experts weigh in on managing and training staff for customer service that strengthens your bottom line. BY KATE BRADLEY BYARS
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N A WORLD OF ONLINE SHOPPING, where products from around the world are at our fingertips, why do customers flock to a brick-and-mortar boutique? For the connection. “The reason why customers are going back to boutiques is because they miss the emotional satisfaction of shopping with a human being,” says Ed Olvera, director of wholesale at The Boutique Hub, an online platform serving the boutique industry. “That is why [brick-and-mortar stores] need to step up what we are doing. Let’s go back to basics; let’s go back to yesterday and romance the customer with oldschool service.” In order for a boutique’s sales staff to connect with a customer, several factors must fall into place. Staff must have proper training, the right personality and representation of a boutique’s style, and incentive to make the sale. With so many plates to juggle, some boutique owners in the Western fashion industry have let customer service training slide. “Boutique buyers and owners have so many jobs and so many hats that time is rare to train the people on the floor,” says Allison Stressman, director of sponsorships at Corral Boots. “But those people on the floor are deciding if your business is successful or not. Because [owners’] plates are full, they may not watch the sales floor as well. You have to make an example and set expectations.” Here, Olvera and Stressman join Sara Burks, director of education and partnerships at The Boutique Hub, in identifying how to manage and train sales staff with an emphasis on customer service.
A successful retail sales staff must represent a store’s style, have proper training, the right personality, and incentive to make a sale.
Promotions and sales can help you get foot MAKE A SMART HIRE traffic into the door of your store—whether Stressman says that perception is vital to sales success, which is why businesses should hire it’s brick-and-mortar, those who are representative of the store’s ideal clientele.or online.
“When you’re hiring someone. the one thing that speaks to a lot of areas is they have to have passion for our industry and be dependable,” says Stressman. “Also, look for someone who portrays your store, who appreciates the products you wear and sell. SPRING 2020 ★ WESTERN LIFESTYLE RETAILER
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Making a smart hire in the first place includes hiring a self-starter who takes their own initiative with store work, like maintaining racks and displays.
Take the time to train sales staff to be familiar with stock and able to assist customers with purchases.
“Make sure your staff is your customer. They are an extension of you to the public, so you have to make sure they represent you.” Boutique owners pour a lot of sweat and effort into the stores they own, so the employee needs to also care about the store.
Customer service starts with an engaged employee who invites the customer into the store through a positive attitude and professional look.
“ Make sure your staff is your customer. They are an extension of you to the public, so you have to make sure they represent you.”
In his 30-year retail sales background, Olvera has catered to every kind of employee and customer. He recommends boutique owners train staff to do the following five tasks to boost customer service.
—Allison Stressman
Burks suggests one interview tactic to gauge the awareness of a potential employee. “When I interviewed someone, I always wanted to see their work ethic,” Burks says. “For interviews, I met the person at the front of the store, shook hands and started to my office. I carried papers and would drop a paper, but keep walking. “If I got to my office door, turned and the paper was still on the floor that was a pretty good indication that the person was not a good employee for me. If I have to tell them to pick up a piece of trash that they walk over, I don’t have time for that.” 24
TRAIN FOR SUCCESS
1. Acknowledge the customer ASAP. “[Sales staff should] read the customer within 10 seconds of them coming in,” Olvera says. “While you may be busy, a simple look and smile is all you need. When I walk into a boutique, and [the salesperson] is reading a paper or is on their cell phone and doesn’t even look at me, that is disappointing. You have to change the way you do business.” 2. Know your inventory. “You have to know where everything is, and what matches with another item. That is very, very important,” Olvera says. “What I would do with my teams [when I worked at Nordstrom] was to let them do stock for the first few days—it lets them know the inventory and location [of items] in the store.
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“And, every time a vendor sent an item, I asked [the vendor] for three selling points on it. Your sales staff has to sell with confidence, because if they don’t, they won’t make multiple sales.” 3. Catalog customer likes. “Start writing down email addresses, anniversaries, husband’s names, children’s names and everything you can, like favorite colors,” Olvera advises. “If I made a note of a customer who had problems with fit and something came in that I knew would fit the customer, I would call. I let them know it was in and invited them to come by.” 4. Don’t forget fun. “At work, sometimes we forget to have fun,” Olvera says. “A note that says ‘have fun’ in the stock room or break area is a little reminder [for the staff ] to breathe and loosen things up. If you create a fun environment, a customer will feel the vibe. Shoppers don’t want to feel a stressed environment.”
“ Let’s go back to basics; let’s go back to yesterday and romance the customer with old-school service.” —Ed Olvera
MANAGE WITH MOTIVATION
If there is a decline in sales but not in the number of shoppers, the manager needs to break into motivation mode. Burks says that a store’s success falls on the manager’s shoulders. “If we aren’t communicating in the motivation language that our staff needs, then they are not hearing it,” she says. “To produce what you need a staff to do, provide that ‘love language’ to them. “If you’ve heard of the The 5 Love Languages book, there is also The 5 Languages of Appreciation in the Workplace book by the same [authors Gary Chapman and Paul White]. In it there is a quiz you can take and also give your employees. At the end of the day, it is about communicating in a language that our employees speak. It comes back on us as managers to understand who our people are and how to talk to them.”
CHRISTINE HAMILTON
5. Express appreciation after the sale. “I’m amazed at how many boutiques do not list or have a store phone number,” he says. “It is easy to have a number through Google Phone. The reason why is this: Start having your sales crew make three phone calls a day. Call [customers] to invite them to come by the store, to thank them for coming by the store [or] to tell them about a big event. That is a way to emotionally satisfy your customer. “At Nordstrom, every day my staff sent out thank-you notes. They were simple and said something like, ‘Thank you for shopping at the store,’ and ‘I hope this item serves you.’ Or, ‘I know there are
hundreds of boutiques you can do business with, and the fact you stopped to do business with me means a lot to me.’ “If you do that, I promise your customer will stop back by.”
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SETTING A STANDARD Olvera and Burks presented at the 2019 #WesternSummit event in Denver, Colorado, presented by Western Lifestyle Retailer and The Boutique Hub just prior to the January 2019 WESA market. They provided session attendees with a plethora of ideas on how to manage and motivate staff. Here are 10 ways managers can set expectations and a successful standard for working in your boutique: 1. H ave a sense of urgency. Get your crew to pick up the pace. 2. Be and dress professional. Wear items for sale in the store. 3. Respect each other. 4. Be honest and ethical. 5. B e proactive. If you see a dirty counter, just clean it. 6. Stay focused. Don’t bring your drama to the store. 7. Be self-motivated. CHRISTINE HAMILTON
8. Be a great merchant with an eye full of detail. If something isn’t selling, change the floor. 9. O rganize for productivity. An organized stock room makes for a productive sales floor.
Having staff send thank-you notes is still a great way to provide a personal touch to customer service.
Sales is a tough industry, no matter if you’re in a store or at a car dealership, and Stressman says one way to motivate staff is to incentivize them. “Anything we can do to help a salesperson who isn’t making a lot of money is important,” Stressman says. “I’ve implemented a BINGO game before, where down one side it is a piece of jewelry, a pair of jeans and maybe boots. If [the sales staff ] bingos through sales, and the store manager signs off, they get an incentive. Those are the kind of places I want to work.” Through training and motivation, boutique staffers are capable of higher-level customer service connections with shoppers. It takes time, but the payoff is a stronger bottom line.
“ It comes back on us as managers to understand who our [sales] people are and how to talk to them.” —Sara Burks
SET THE STANDARD
Sara Burks suggests boutique managers “MBWA,” manage by walking around. Being present boosts effort and engagement. “Be alive in your store so the sales staff learns from you,” Burks says. “When someone is just brought on, they haven’t learned 28
10. P ay attention to detail on the floor. See through the eyes of the customer.
interaction with the customers. You do not know that they can reiterate your mission or treat the customers the way you want them to be treated. “I want to be out there showing my hire what I expect. You can’t tell them how to do it and then hibernate in your office. Get out there and be alive.” With these tools in hand, you can equip your sales team to deliver customer service that engages customers in your store with a fun and purposeful shopping experience. And those customers will keep coming back for more. MEET THE EXPERTS SARA BURKS owned a successful boutique for more than 20 years and has a master’s degree in business administration. She is currently director of education and partnerships at The Boutique Hub, an online platform serving the boutique industry. ED OLVERA’s sales background includes work at Nordstrom, J.C. Penney, Omni Footwear Group and Palos Verdes Footwear in nearly every corner of the retail industry. He is currently director of wholesale at The Boutique Hub. ALLISON STRESSMAN has more than 40 years in the Western fashion industry. She is current director of sponsorships at Corral Boots. Thanks to Teskey's in Weatherford, Texas, for location photography.
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NEW& NOVEL WLR presents our annual preview of new products and brands hitting the Western fashion scene for 2020.
FLY, GIRL! Make a statement with this full-grain leather boot with a unique wing cutout detail, and Texi Boots' Original Pink Sole design.
CHRISTINE HAMILTON
CONTACT: texiboots.com
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SEDONA STYLE Charlie 1 Horse hats break the mold with felt and straw styles of funky fedoras, crushable Old West hats, and unique Western styles. Charlie 1 Horse allows its wearers to display individual personality in a fashion-forward style. The Sedona Rose features light pink wool with a 3½-inch brim, a 4½-inch crown, and a tooled leather and buckstitch hat band with a turquoise concho. CONTACT: Charlie 1 Horse; charlie1horsehats.com
BAREBACK IS BACK Launching this March, the Cruel Denim Hannah jean features iconic bareback styling with a flattering ½-inch Western back yoke. Snaps along the bottom openings are perfect for flaunting a little boot. Featuring a moderate rise, the jeans are available in a classic medium stonewash. CONTACT: Cruel Denim; crueldenim.com; 866-545-7034
RETRO STYLE The Warhol jacket and pants from Double D Ranch are inspired by legendary tailor Nudie Cohn, with a 1970s-style silhouette and contrast piping. The flattering pants have flare and flair, and the jacket completes the look. The material is 64 percent rayon, 30 percent nylon, and 5 percent spandex. The suit is available in black, green meadow and rose water, in sizes XS to 2X. CONTACT: Double D Ranch; ddranchwear.com
ABOUT TO GET WESTERN Show your current mood with this Texas True Threads T-shirt. The on-trend mustard color, soft tri-blend unisex fit graphic T-shirt emblazoned with “It’s ’bout to get Western” is available in sizes S to XXXL. CONTACT: Texas True Threads; texastruethreads.com; 806-270-1107 SPRING 2020 ★ WESTERN LIFESTYLE RETAILER
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NEW&NOVEL OFF THE CUFF From Cowgirl Confetti’s cuff collection, this tan leather cuff features an antique distressed copper phoenix medallion. Fashioned from genuine full-grain, hand-distressed leather, the cuff is 8 inches long and 2 inches wide at center. It fits up to a 7-inch wrist with an adjustable snap closure. CONTACT: Cowgirl Confetti; andwest.com; 760-444-0050
STATEMENT STETSON The Stetson Four Points is crafted out of navy Panama straw with a 3½-inch brim and 4¼-inch crown, and finished with a DriLex sweatband. Founded in 1865, Stetson is a global leader in headwear, a trusted household name and standard equipment for cowboys. CONTACT: Stetson; stetson.com
MODERN BOMBER New from Kimes Ranch Jeans, the Rosie Bomber denim jacket features a ribbed collar, cuffs and waistband, as well as two chest pockets and a button-front closure, with contrast stitching. An excellent crossover piece from working all day to going out at night, the Rosie Bomber is offered in sizes S to XXL. CONTACT: Kimes Ranch Jeans; kimesranch.com
MODERN-DAY DENIM Just Tuff Sport jean is an innovative take on classic denim design. This mediumwash denim pant has a front thigh cell phone pocket perfect for keeping your phone close while riding. The jean is finished with Cowgirl Tuff’s standard seven-belt-loop design. Sizes range from 24 to 40, and inseams run 31 to 37 inches. The men’s B. Cruzin Athletic Flex jean and women’s Just Breathe jean also include cell phone pockets. CONTACT: Cowgirl Tuff; sales@cowgirltuff.com
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When you're Raised Resistol, you're raised right. Quality. Honor. Integrity. Tradition. The same traits that go into making our hats. We're the only hat company in America that makes our hats from raw fur to a finished hat. That’s why Resistol is the choice of cowboys generation after generation. #RaisedResistol Ross Coleman with son.
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NEW&NOVEL VELVET BELLS Rodeo Quincy unveils a cozy, black velvet version of its iconic Senorita Bell pants. Long enough for tall girls, these pants feature a comfortable fit, high waist and bell-bottoms. The length is a 35-inch inseam. Sizes range from small to 2XL.
FLOWER POWER The new mixed print top from Cotton & Rye Outfitters starts with a rayon blend fabric for great drape. The line showcases exclusive prints paying homage to the ’70s revolution. Pictured is a modern missy cut; sizes range from S to XXL.
CONTACT: Rodeo Quincy; rodeoquincy.com
CONTACT: Cotton & Rye Outfitters; cottonandryeoutfitters.com
TIP YOUR HAT Resistol’s Wheat Ridge natural tan straw hat includes a 41/8inch crown, a 4¼-inch brim, a two-cord ribbon band and a DriLex sweatband. Resistol has been handcrafting hats in America since 1927, and is a preferred choice of working ranch and rodeo cowboys. CONTACT: Resistol; resistol.com
STAR-STUDDED Released this spring, Ariat’s Dixon studded bootie is an update to the company’s classic best-selling Dixon, with the addition of edgy studs for a fresh look. Featuring premium full-grain leather, a perforated pattern and studding in five colors, these boots include Ariat’s comfort stability system, and are made with exceptional craftsmanship, premium leathers, intricate details and authentic styling. CONTACT: Ariat International; ariat.com; 800-899-8141
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ON THE FRINGE COWABUNGA Very Volatile’s Gracemont Calf Hair Bootie is Western-inspired, but fresh and edgy. Featuring a genuine calf-hair leather upper printed in either a black and white Dalmatian or tan leopard pattern, the bootie has a metal zipper, synthetic lining, stack leather heel and rubber outsole. The shaft is approximately 2¾ inches and the heel is approximately 1¾ inches. It is available in sizes 6-10. CONTACT: Very Volatile; volatileusa.com
Scully’s fringed and studded leather handbag makes a grand statement. In addition to the abundance of fringe across the front of the bag and studded detail trim on the top, the center tab closure is also adorned in studs and long fringe. The top of the bag features a laser-cut inset. With an adjustable shoulder strap, the bag includes a rear zip pocket, interior zipper and two open pockets inside. CONTACT: Scully; scullyleather.com; info@scullyleather.com
THE STARS ALIGN Launched in January 2020 by Twisted X, Black Star boots are fashionable and luxurious. These handcrafted boots blend style and comfort thanks to “CellSole” comfort technology and a PORON last. Pictured is the Terlingua boot, featuring a shorty, snip-toe silhouette. The upper is made with soft full-grain leather and leather underlays. The durable leather outsole has a 1½-inch rubber heel. CONTACT: Twisted X; twistedx. com
YUKBGONE Be prepared for any situation with YukBGone natural hand and surface cleaner. The solution is made with three ingredients—water, vinegar and essential oils—and is dispensed from an innovative, thin, pocket-sized spray bottle. Sold in five-packs, there are several design options available, as well as custom labels. CONTACT: YukBGone; yukbegone.com
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THE TRES RIOS LIFE Family-owned and -operated, Tres Rios Silver has been known for quality custom silver buckles, tack, and equine gear for more than 20 years. Now the company offers a new retail line, Tres Rios Western Lifestyle, which includes handmade western jewelry and accessories. The line features custom engraved silver, copper, and gold-plated cuffs, pendants, and earrings, along with accessories including money clips. CONTACT: Tres Rios Silver; tresrioslifestyle.com; gilbert@tresriossilver.com
MADE THE SHORT GO
FRINGE BENEFITS Juan Antonio Handbags’ tooled brown leather purse features rosal cognac leather trim and cascading fringe sides. The back panel and strap are floral-embossed Italian cowhide back leather. It’s finished with brass-tone stud embellishments on the front and back of the bag, and handcrafted in the United States.
Hooey’s Spring 2020 ladies’ graphic T-shirts are made with a super soft cotton blend and original illustrations. Choose from several on-trend colors and designs, such as the Short Go on a cranberry background, pictured, available in sizes S to XXL. CONTACT: Hooey; getyourhooey.com
CONTACT: Juan Antonio Handbags; juanantoniohandbags.com; 817-8760-7730
STATE PRIDE AndWest’s Heritage belt buckle collection offers eight different state designs—with more coming soon—to show off your affection for your state. This Montana State Heritage Buckle has an antique silver finish, and fits up to 1¾ -inch-wide belt straps. It measures 2¾ inches by 3½ inches. CONTACT: AndWest; andwest.com; 760-444-0050
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RUFFLED FEATHERS A totally new look from Montana Silversmiths, the Ruffled Feathers Collection features deep gunmetal overlaying an engraved plumage design, contrasted with a stunning "bumble bee" jasper stone accented with lines of bright yellow gold that extends through the feather. This collection includes a bracelet, necklace and earrings. The pendant dangles on a matching engraved bail on a black rhodium 28-inch chain, and the earrings have stainless steel post backs.
OUTLAW SCENTS According to Outlaw Soaps, leather, sandalwood, gunpowder, sage, campfire, and a little dirt carry the essence of the company’s Blazing Saddles cologne. It’s just one of the company’s several scents geared toward the cowboy sort, including The Gambler, Mountain Hideout, and Home on the Range. Scents come in spray and solid form, as well as in bar and hand soaps, lotion and deodorant. The solid cologne is made in small batches in the United States and packaged in a 1-ounce, twist-top tin. Ingredients are naturally derived and cruelty free.
CONTACT: Montana Silversmiths; montanasilversmiths.com
CONTACT: Outlaw Soaps; outlawsoaps.com
FACE FRAMERS New from Voyager’s Dream, these 4-inch feminine leather fringe earrings are available in more than 20 colors. Hooks are free of lead and nickel. Several styles are available, and entire inventory is in stock. CONTACT: Voyager’s Dream, voyagersdreamwholesale.com
THROWBACK STYLE Double J Saddlery introduces a new take on an old favorite design with the Indian Chief Design Big Backpack. Made in the United States, this bag can be worn as a cross-body or shoulder bag. Featuring brown bomber trim, extra-long fringe and drawstring tassels, this all-leather bag offers style and functionality. It measures 15 inches wide, 14 inches high and 5 inches deep with a 60-inch adjustable strap, and includes an inside zipper pocket and large open inside pouch, with a magnetic snap closure on the flap. CONTACT: Double J Saddlery; doublejsaddlery.com
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NEW&NOVEL STRAIGHT OUTTA COMPTON The Compton Cowboys are African American equestrian athletes and riders from Compton, California, who aim to foster a positive urban community, making horses accessible to inner-city youth while dispelling negative stereotypes. The group is making waves on the West Coast, blazing new trails in entertainment, music, fashion and beyond. Merchandise for men and women includes T-shirts, hoodies, hats, beanies and more, all bearing iconic Compton Cowboys graphics designed by artist Ed Hume. Limited wholesale opportunities are available now. CONTACT: comptoncowboys.com; @comptoncowboys; merch@tcbstu.com
GREAT CATCH Corral Boots’ ladies Gnarly Fish square-toe boot features a fish skin upper with a shaft embroidered with a floral and saguaro pattern in a vibrant multicolor stitch. A dark chocolate finish gives the boot an authentic Western look, in an on-trend leather. The boots are available in sizes 5-12. CONTACT: Corral Boots; coralboots.com
MOSSY OAK MAGIC Twisted X has new ecologically friendly and trendy footwear options featuring Mossy Oak Bottomland camo on the company’s ECO TWX tweed made from fiber fashioned from recycled plastic bottles. Each pair is made from an average of 13 recycled water bottles taken from landfills and oceans. These shoes include Twisted X’s “CellSole” footbed with the company’s patented “CellStretch” comfort technology for cloud-like comfort and unparalleled support. Pictured are the women’s Chukka Driving Moc and the men’s 4-inch Wedge Sole Boot. CONTACT: Twisted X; twistedx.com
FARM-FRESH READING Big Country Farm Toys has developed a line of children’s books that teach biblical values such as loving your neighbor, honoring your mother and father, and the values of family and hard work. The stories are beautifully illustrated by Gideon Burnett. For example, one story illustrates how a pot-bellied pig named Timmy offers unconditional love to all of the animals on the farm. Author Greg Huett of Big Country Farm Toys created this parable as a way to share God’s encouragement to follow his commandment, “to love one another, just as I have loved you” from the Bible verse John 13:34. CONTACT: Big Country Toys; bigcountrytoys.com
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BABY BOOTIES Rural Raised Couture’s custom designed Boot Mocs are all-leather moccasins available in four sizes and four colors. They feature a custom cowboy boot stitch on the vamp for a Western flare. Sizes 2 and 3 have no insole for the most flexible, easy fit for a baby. Sizes 4 and 5 have a slightly padded insole with a walker bottom for those ready to walk, and walking toddlers. CONTACT: Rural Raised Couture; ruralraisedcouture.com
TUBS OF FUN Behrens Metalware tubs and baskets are made to last, ranging in size from the one-quart mini to a bushel, and in shapes including round, square and oval. Choose from either hotdippers or galvanized finishes, and either fixed or wire handles for portability. Behrens containers include an offset bottom to keep the pail off the ground. They can be used with wet or dry items, as planters, to keep beverages cool, for storage and carrying supplies, as well as for unique tabletop displays. All products are odor- and rodent-proof, recyclable and weather-resistant, making them a superior alternative to plastics. CONTACT: Behrens Metalware; behrensmfg.com; 800-657-4939
SWEET ON SUCCULENTS HiEnd Accents’ Sadie collection features a charming cactus and succulent motif to brighten up your bedroom, refreshing the space with cool pops of teal green and soft pink. It’s reversible to a pastel triangle pattern. This three-piece quilt set includes a quilt and two standard pillow shams in full/queen or king sizes. The face and back are 100 percent cotton with a filling that is 80 percent cotton and 20 percent rayon, making it easy-care and machine washable. CONTACT: HiEnd Accents; sales@hiendaccents.com
LIGHT A CANDLE Swan Creek Candle Company produces leadfree, clean-burning, and intensely fragrant candles. Made of 100 percent American soybean wax, all candles are poured in the small farm town of Swanton, Ohio. Swan Creek's new Mediterranean Pottery collection features painted and fired pottery in eye-catching patterns. You can choose from six shapes and sizes, and two dozen fragrances. CONTACT: Swan Creek Candle Company; swancreekwholesale.com; 800-626-4950
STICK TO IT Show off your passion for the rural life with Adelyn Elaine’s exclusively designed stickers. These stickers are dishwasher-safe so they’re perfect for your Hydroflask and YETI cups. They are also UV-, scratch- and rain-resistant so they can be placed on cars, laptops, phone cases, ice chests and more. CONTACT: Adelyn Elaine’s; adelynelaines.com 44
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FROM WORK TO PLAY HURRICANE SERIES Fresh, innovative design. Unmatched comfort technology. • Oil, Heat, and Slip Resistant Outsole • Performance Tested Features for Durability • Available in Soft or Composite Toe • Available in 4 patterns and multiple colors, Storms Eye shown here
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NEW&NOVEL WESTERN MAN
COMFORTABLY EXOTIC The Durango Premium Exotics collection features seven premium full-quill ostrich leather boots. These exquisitely crafted boots are leather-lined, featuring a hand-pegged and -nailed leather outsole, with a 11Ž2-inch stockman-style rocker heel with a high abrasion-resistant rubber heel lift. The boots feature an “Energy Return Footbed,” adding comfort. Pictured here is sunset wheat ostrich. Available for men in medium and wide sizes 7-13. CONTACT: Durango Boots; durangoboots.com; 740-753-9100
COOL FLEX Hot days call for breathable and quick-drying CINCH ArenaFlex shirts. Made of lightweight poly-spandex in a moisture wicking stretch fabric, the shirts offer an increased range of motion. Choose from several prints and plaids with the classic CINCH button-down styling and fit. They are available in March in short and long sleeves. CONTACT: Cinch Jeans, cinchjeans.com; 866-545-7034
SUBTLE STYLE This Signature Soft Series snap-front shirt from Scully is made of wrinkle-resistant, six-way stretch material for comfort and movement. Crafted from 100 percent natural and sustainable long-fiber cotton that has been woven for breathability, it keeps you warm in winter and cool in summer. It’s also available in red. CONTACT: Scully; scullyleather.com; info@scullyleather.com
KEEPING IN STEP Liberty Boot Company’s new Keeper Timber boot is made of genuine premium leather on the upper, foot, lining and outsole. Featuring Goodyear Welt construction, the boot has a round toe, inside zip closure and two pull tabs, with elastic goring detail. CONTACT: Liberty Boot Company; libertyblack.com; scott.neighbors@liberty-black.com or greg.neighbors@liberty-black.com 46
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NEW&NOVEL WESTERN MAN HANDLE A HURRICANE Dan Post Boot Company introduces the Hurricane Series Work Boot, a collection of waterproof boots with a steel toe. The innovative design and high-tech comfort includes an outsole made for slip resistance via omni-directional dispersion channels that handle wet ground. CONTACT: Dan Post Boot Company; danpostboots.com
LITTLE BIT OF WHISKEY Kimes Ranch is now offering the men’s Whiskey Sweater, a thick-pile polar fleece pullover with contrast woven buttons, front placket and chest pocket. It is finished with a new Kimes technical patch at the front pocket, and horns flag label at side seam. Made of 70 percent polyester and 30 percent acrylic fleece, the sweater is available in sizes S to XXL, in black and mocha brown. CONTACT: Kimes Ranch Jeans; kimesranch.com
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Western wear and country music go hand-in-hand, especially on Lower Broadway in Nashville, Tennessee. Making it in Music City means bringing your own style to the stage, whether it’s retro cowboy shirts and tennis shoes or buckaroo boots and denim jackets. Grab your guitar, check your hat and come chase your dreams of hitting it big, and in style. 50
Photography by KATIE SEDLAK Creative direction and styling by KATHRYN BARKEY Makeup and hair design by JESS BERRIOS
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Double D Hat by Greeley Hat Works / Double D Ranchwear jacket / Southern Fried Chics dress / Ariat boots / Montana Silversmiths necklace and bolo / RIGHT ARM: Chelsea Collections ring and Cowgirl Confetti cuff / LEFT ARM: Tres Rios Silver cuffs
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Wild Child Revival T-shirt by Styled By Sterling / Live A Little denim jacket / Kimes Ranch treated red jeans / Rodeo Quincy fringe belt with Barbosa Creations belt buckle / Tony Lama boots / Floats sunglasses / Barbosa Creations necklaces and rings
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Rockin B Clothing dress / Morris Kaye & Sons Furs purse / CoFi shoes / BEX Sunglasses / KurtMen earrings
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Toby Thane Neighbors T-shirt / Tasha Polizzi skirt / Pecos Bill tooled heels / Barbosa Creations pearl necklace/ Adra Accessories pearl wrap necklace / Rodeo Quincy scarf SPRING 2020 ★ WESTERN LIFESTYLE RETAILER
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LEFT MODEL: Cowgirl Tuff shorts / Rodeo Quincy T-shirt / Cowboy Cool cap / Liberty Black Boots / Barbosa Creations concho belt and leather cuffs / Double J Saddlery earrings RIGHT MODEL: Double D Ranchwear pants / Cowboy Cool T-shirt / Tasha Polizzi jacket / Ariat boots / Double D Ranchwear hat by Greeley Hat Works / West & Co. earrings / B Elegant concho necklace / Montana Silversmiths necklace / Adra Accessories cross necklace 54
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Cry Baby Tees T-shirt / Wrangler jeans / Miss Macie boots / Double J Saddlery fringe purse / Cowgirl Confetti necklace, earrings and leather cuff / Tres Rios Silver cuffs
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Tasha Polizzi skirt / Original Cowgirl Clothing Co. T-shirt / B Elegant silver cuffs (both wrists) / Chelsea Collection earrings / KurtMen beaded necklace / West & Co. concho necklace 56
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HOOey graphic baseball T-shirt under Tasha Polizzi flag shawl / Cruel Denim shorts / Barbosa Creations concho belt / RIGHT HAND: Barbosa Creations heart ring, Vogt Silversmiths bracelets and turquoise spiral ring
Texas True Threads cardigan / BuddyLove tie top / Angel + Premium jeans / Miss Macie boots / Montana Silversmiths earrings / Barbosa Creations necklace and cuffs SPRING 2020 ★ WESTERN LIFESTYLE RETAILER
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TOP: Double J Saddlery snakeskin purse, fringe purse and pink clutch; CoFi leather clutch and leopard cross body BOTTOM: Barbosa Creations turquoise cross-body and metallic clutch; Double J Saddlery tooled bag and leopard wallet
LEFT: Rodeo Quincy scarves RIGHT: Toby Thane Neighbors wild rags
TOP, from left: Ariat gold, Durango floral, Ariat red and silver bridal boot BOTTOM: Liberty Black fringe and green heeled, Miss Macie patchwork shoe
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LEFT MODEL: Kimes Ranch jeans / Angel + Premium faux fur jacket / Ariat boots / XOXOart & Co. T-shirt and beaded necklace / Montana Silversmiths necklace, earrings and cuff /West & Co. bolo RIGHT MODEL: Tasha Polizzi jacket / Wrangler jeans / Smith & Western T-shirt / Durango boots / Adra Accessories beaded necklaces / KurtMen earrings / Double J Saddlery pink clutch
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BEX Sunglasses
Outback Trading Company hat
Belts, from the top: Double J Saddlery skinny belt, B-Elegant concho, KurtMen leather and turquoise, Barbosa Creations concho
Kimes Ranch jeans / Wrangler T-shirt / Miss Macie shoes / Toby Thane Neighbors scarf / Chelsea Collette Collections turquoise necklaces / West & Co. earrings / Barbosa Creations concho bracelets
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Silverado Apparel jacket / Scully dress / Liberty Black boots / KurtMen cuff / Cowgirl Confetti necklace / Adra Accessories earrings
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Kimes Ranch jeans / Rodeo Quincy denim jacket / Texas True Threads T-shirt / Toby Thane Neighbors scarf / Barbosa Creations bracelets / West & Co. earrings 62
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Rodeo Quincy jeans / Wrangler Retro top / Pecos Bill tooled heels / Barbosa Creations purse / Montana Silversmiths earrings and necklace
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LEFT MODEL: Charlie 1 Horse hat / BuddyLove jumper / Barbosa Creations belt / Liberty Black boots / Double J Saddlery clutch / West & Co. earrings RIGHT MODEL: Original Cowgirl Clothing Co. T-shirt / Ariat skirt / Miss Macie Boots / Opal R. Helm wrist wallet / Barbosa Creations hair combs and necklaces / Tres Rios Silver cross necklace / Double J Saddlery earrings / LEFT WRIST: Tres Rios Silver cuff / RIGHT WRIST: Barbosa Creations cuff 64
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Fashion Shoot Tour
Western Lifestyle Retailer hit these Nashville hot spots for this year’s fashion shoot.
Johnny Cash’s Kitchen & Saloon
cashkitchenandsaloon.com
The restaurant offers live music and traditional Southern “meat and three” comfort food, and is decorated as a tribute to Johnny and June Carter Cash including a rustic cabin and stained glass windows.
Tootsie's World Famous Orchid Lounge
tootsies.net
The purple-painted, three-story honky tonk turns 60 in 2020, and continues to draw top talent covering modern and classic country music hits.
Fanny’s House of Music
fannyshouseofmusic.com
Head to Fanny’s in East Nashville to find new, used and vintage instruments and musical gear of all kinds, from guitars to amps. Check out the vintage clothes racks, too.
Blue Bird Café
bluebirdcafe.com
The small, strip-mall-located listening room is known worldwide as a songwriter’s showcase, where legendary songs and singers first appeared and still show up.
Ernest Tubb Record Shop
etrecordshop.com
CHRISTINE HAMILTON
Musician Ernest Tubb founded the store in 1947 on Broadway downtown, and it still offers a diverse and complete collection of country and hillbilly music.
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Resource Guide Adra Accessories – barbaracurrin@aol.com Angel + Premium – apdenim.com Ariat – ariat.com B Elegant – cowgirlsjewlry.com Barbosa Creations – coleccionbarbosa.com BEX Sunglasses – bexsunglasses.com BuddyLove – wholesale.buddylove.com Charlie 1 Horse – charlie1horsehats.com Chelsea Collette Collections – chelseacollettecollections.com CoFi – cofileathers.com Corral Boots – corralboots.com Cotton & Rye Outfitters – cottonandryeoutfitters.myshopify.com Cowboy Cool – cowboycool.com Cowgirl Tuff – cowgirltuff.com Cruel Denim – crueldenim.com Cry Baby Tees – Facebook @CryBabyTees Double D Ranchwear – ddranchwear.com Double J Saddlery – doublejsaddlery.com Durango Boots – durangoboots.com Greeley Hat Works – greeleyhatworks.com Kimes Ranch – kimesranch.com KurtMen – Facebook @kurtmeninc Liberty Black – liberty-black.com Miss Macie Boots – missmacie.com Montana Silversmiths – montanasilversmiths.com Morris Kaye Furs – morriskayefurs.com Opal R. Helm – opalrhelm.com Original Cowgirl Clothing Co. – originalcowgirlclothingco.com Outback Trading Company – outbacktrading.com Pecos Bill – pecosbillboots.com Rockin B Clothing – rockinb.clothing Rodeo Quincy – rodeoquincy.com Scully – scullyleather.com Silverado Apparel – silveradoapparel-home.com Smith & Western – smithandwesternonline.com Southern Fried Chics – southernfriedchics.com Tasha Polizzi – tashapolizzi.com Texas True Threads – texastruethreads.com Toby Thane Neighbors – tobythaneneighbors.com Tres Rios Silver – tresriossilver.com Twisted X Boots – twistedx.com West & Co. Jewelry – westandcompanyjewelry.com Wrangler – wrangler.com XOXOart & Co – xoxoartandcompany.com Jess Berrios worked with NARS beauty & IGK hair products for the WLR Nashville shoot. 66
Cruel Denim jeans / Cotton & Rye Outfitters shirt / Double J Saddlery belt / Ariat shoes / Greeley Hat Works felt hat / Montana Silversmiths earrings / Chelsea Collette Collections necklace
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SOCIALSCENE
BY KATE BRADLEY BYARS
SOCIAL MEDIA PLATFORMS offer different avenues to reach an audience. Today, many Western boutiques make that connection through the “story” feature on platforms such as Snapchat, Facebook and especially Instagram. The format offers more than just an eyecatching product photo to stop a buyer for a potential sale, it allows boutiques to showcase a product within a lifestyle, and cultivate relationships with customers. According to social media blog sociallysorted.com, the fashion world is one of the most active industries using stories on Instagram. Instead of a static post, stories offer filmstrip-style posts, animation tools, a “swipe up” feature to directly link a product to the post, and more. We asked three boutique owners how they go about creating relationships to drive sales through Instagram stories.
STORY TOOLS
Social media “stories” string photos and video clips into a slideshow format. It also has tools that allow users to add text, graphics, drawings, stickers and filters to the story. Users can also add location and post simple polls. The content is live for 24 hours after initial post time. The format allows users to share more without the clutter of multiple posts.
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THE TURQUOISE TRACTOR
@theturquoisetractor • 23,400+ followers • turquoisetractor.com TWO COLLEGE FRIENDS joined forces to fill a fashion gap in the Midwest with The Turquoise Tractor online boutique. Ashley Boehme from Treynor, Iowa, and Meagan Harris-Pieper from Homer, Nebraska, couldn’t find their style of Western fashion near their homes, so they started their own boutique three years ago. The boutique offers Western-inspired threads plus a splash of everyday style for any fashionista, Megan says. Meagan handles the social media and relies heavily on Instagram to grow their following and boost sales. BRAND FOCUS: “In our stories, we’ve shown our real life to grow our followers. I live on a farm in Nebraska and we raise puppies and have two little girls that youth rodeo. We aren’t always dressed up fancy at a rodeo. I feel customers want to know you as a person, and watching those stories helps, if you will, develop a relationship. Then they’re more apt to buy from you.” STORYTELLING STYLE: “Make it more than a sale—show people with your products or clothes. When people tag us in their posts, we share them in our stories and that is a win-win for us. It shows how others will style the clothes and shows authenticity. Showing some of your lifestyle instead of always going for a hard sell helps build buyer relationships.” BEST TOOL: “Two years ago I would’ve said Facebook was our driver, but in the last year and a half I’ve focused on Instagram. We’ve grown there. I’ve focused on how different demographics and age groups shop social media. Our older demographic is more Facebook, but our younger shoppers are from Instagram. Right now, they’re about equal as far as what is driving our sales. The two [platforms] are so different, but really similar.”
CHALLENGE ACCEPTED: “Find a way to be original. Set yourself apart. I have friends that own boutiques, too, and we sell a lot of the same stuff. The Western market is big, but isn’t huge. I have to find a way to sell it differently than my friend in Florida. Finding fresh content for all the platforms, so you’re not repeating the same things, is a challenge.”
COURTESY OF SHELBY LOVELACE
In an age that demands instant gratification, what is the fastest way to reach your clientele? Make a connection through social media stories.
COURTESY OF THE TURQUOISE TRACTOR BOUTIQUE
Tell a Story
QUICK TIP: “We do lifestyle [stories] as well as photos with a direct link. On Instagram, if you have more than 10,000 followers you can do a direct link [in stories]. Even if your website is in your bio, convenience is everything for people. Swiping up allows them to just check out, easily.”
BUCKIN WILD DESIGNS & BOUTIQUE
@buckinwilddesignsandboutique • 62,000+ followers
SHELBY LOVELACE opened her online boutique after graduating from Texas A&M University. Now, the 25-year-old has a thriving online presence with more than 62,000 Instagram followers on the hunt to buy that perfect outfit or grab sneak peaks of new inventory. Lovelace uses Instagram stories to build buzz for incoming inventory, creating a fan base that keeps coming back. Her focus on relatable fashion that pops off the page has driven her boutique growth, she says. BRAND FOCUS: “I try to keep everything looking fairly similar as far as aesthetically bright and airy and fun. For branding, I want it light and relatable.” STORYTELLING STYLE: “I don’t use many hashtags. I’ve noticed when we have a post do well and it is on the search page on Instagram, that’s how we grow organically. People see the photo when they’re just searching randomly, and the photo pops out as relatable to them.” BEST TOOL: “We use Instagram stories every day. Be as real, as raw and as unique
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as possible with people, and that will get their attention. In our stories, we like to do sneak peaks about what product we have coming. That way, people can plan what they want to buy and will continue to check our stories and feed for the product. I like doing behind-the-scenes stories. Those also drive clicks to our website—it increases activity about 35 percent.” QUICK TIP: “Once a week or so, I scroll through Instagram or Pinterest to get inspiration from what I see that is really different and try to incorporate that into our page. It can get really repetitive scrolling, so you want something that makes shoppers stop. Our goal is to gain followers in that direction.”
COURTESY OF PAGE GURNEY
CHALLENGE ACCEPTED: “For me, the challenge is drawing attention away from big-box stores like Amazon, Target and all of those. I feel like keeping our products unique and having great customer service keeps them coming back. Shopify, the website platform I use, tracks returning customers for us. We send out emails that thank them for a purchase and offer a discount for their next buy.”
THE RUSTIC RANCH BOUTIQUE
@therusticranchboutique.ut • 35,600+ followers • therusticranchboutiqueut.com USING AN OLDER model Airstream trailer that was just sitting on her family ranch near Aurora, Utah, Page Gurney decided to make the leap into online and mobile fashion sales by creating The Rustic Ranch in July of 2018. Today, she has a successful online base selling outside of her home state and a loyal following that purchases from her when she sets up her trailer at local rodeos and barrel races. This fourth-generation cattle rancher juggles her fashion-focused business while also being a mental health counselor, an aspect she
incorporates into her Instagram stories— because you can look good and feel good! BRAND FOCUS: “I feel like people want to connect with me as well as the clothes, so I also post personal stuff, showing a little bit of our lifestyle and some positive posts to deal with anxiety, because I’m a mental health coach, as well. I try to keep it as real as possible.”
“As Seen on Yellowstone”
STORYTELLING STYLE: “Sometimes, there is really no rhyme or reason to when and how people shop online. People shop a ton at lunch one day, and then another [day], it is late at night. It’s really not about what time you post, but about more getting product in front of the audience at all times and not only once a day. I don’t want to post the same thing 20 times and have people skip over me, but if I can post the product in a different way and do it a couple of times, it has more eyes. Online, graphic tees kick butt. But an entire outfit styled for a dressier occasion does really well, too. I want to mix it up.” BEST TOOL: “Most of my business and website referrals come from Instagram. Stories do better than posts, too. I try to really focus on my stories, posting several times a day.” QUICK TIP: “When I post something, I like to have the product and the clickto-buy button in it. But I change it up to keep it from being too boring. I don’t always want to say ‘swipe up to shop’ but that is how we directly sell. I’ll also do things like showing the UPS driver backing into my driveway to show new products coming soon, and use other ways to get people to keep checking back.” CHALLENGE ACCEPTED: “It is about being persistent and patient. Building a following is not going to happen overnight. You may have to put so much attention into your boutique and sales that other things suffer, but stick with it. Have the patience to wait for that success. It is getting out there so people know about you. Plus, you need people to relate to you to have a connection to make that buy. I think making sales is about people finding your boutique, but then it’s also about a connection to keep them coming back to you. A lot of us carry the same products, so that connection with you instead of the clothes is important.” SPRING 2020 ★ WESTERN LIFESTYLE RETAILER
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TAKINGCAREOFBUSINESS
CHRISTINE HAMILTON
When adding e-commerce options to your retail store, remember that blending in-person and online buying allows shoppers to buy on their own terms.
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Taking the E-commerce Plunge
Online sales aren’t limited to websites anymore. Leverage a variety of e-commerce strategies to enhance sales both in your store and with long-distance customers. By KATIE NAVARRA
V
IRTUAL SHOPPING EXPERIENCES enable retail stores to seemingly be “everywhere,” but engaging in digital selling isn’t limited to an online store website or email marketing. Advances in technology have made it simpler for businesses to sell on multiple platforms. One-click shopping, smartphone apps, text message sales and “buy online, pick up in-store,” or BOPIS, give retailers more options for making sales. “E-commerce” is the broad term used to describe the diverse platforms used for today’s sales transactions. According to Statista.com’s business data platform, worldwide retail e-commerce sales totaled $2.3 trillion in 2017. Experts anticipate those revenues will more than double by 2021. “Although e-commerce isn’t slowing down anytime soon, neither are traditional brick-and-mortar retail shops,” says Carolyn Williamson, the chief marketing officer for CommentSold, a company that helps retailers sell via social media comments. According to a U.S. Department of Commerce/U.S. Census Bureau second-quarter 2019 report, e-commerce has consistently made up only about 10 percent of total retail sales since the second quarter of 2018. Williamson points out that a “hybrid” sales model that blends in-person and online buying captures shoppers in ways that allow them to buy on their own terms. It also allows retailers chances to build face-to-face relationships and then nurture those connections online. “As a frequent traveler, it’s exciting to visit a niche boutique somewhere and find out they have an online store to shop from later,” she says. To be successful in the digital marketplace, retailers need to understand the nuances of each platform to ensure they are profitable through that outlet, according to Baskar Agneeswaran, the founder and director of Vajro, a company that helps e-commerce stores build their own smartphone apps on both Android and iPhone platforms. “The percentage of sales that the online channel contributes to the total sales may vary,” Agneeswaran says. “While it may never match the physical store, the retailer has to make sure that the online channel is ‘profitable’ on its own.” SPRING 2020 ★ WESTERN LIFESTYLE RETAILER
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E-COMMERCE MISTAKES TO AVOID
1. Expecting technology to do it all. Don’t expect it to run your business for you. People still drive the success of a retail social media page. Someone like an online brand influencer might make it look easy, but they do their fair share of making social media platforms work, according to Williamson. 2. Varying prices. “Your online price cannot be different from your store price,” Agneeswaran says. “Selling through a retail outlet has its own costs, like rent, and selling online his its own costs, like shipping. But the customer expects the same price because the product is the same.” 3. Trying to do it all yourself. Williamson points out the value of delegating tasks that you can. “Have you ever heard the saying, ‘If you can find someone better at a job than you, who can do it faster and cheaper, you should let them?’ ” Williamson says. That includes finding ways to automate mundane tasks—like scheduling Facebook posts—so you can focus on building your brand and customer base. “Hashtag ‘automate to dominate,’ ” she says.
With a variety of e-commerce options, many of which may be as simple as “drag and drop” functions on a website, retailers need to be strategic about incorporating what makes the most sense for their business. Here, Agneeswaran and Williamson explain several trending e-commerce tactics and offer advice to help retailers avoid costly mistakes.
BOPIS
Picture this: Your client needs a pair of boots before leaving for a horse show. She’s busy packing the trailer for a week on the road and doesn’t have time to browse the selection in-store. She always buys the same brand, so she knows what size fits. She goes to your online store, orders the boots, and stops to pick them up on her way to the feed store. That’s why the “buy online, pick up in-store” concept is wildly popular. Grocery stores, restaurants, home goods stores and more give customers the flexibility of filling their shopping carts from home and dropping by the store to collect the order. “It’s a win for you and the customer,” Williamson says.
SMARTPHONE APPS
Traditionally, retailers relied on online stores designed for use on desktop or laptop computers, with graphics, menu listings and other components arranged for optimal viewing based on specifications for those larger screens. 72
CHRISTINE HAMILTON
Here are five mistakes to avoid in e-commerce platforms, according to our experts.
4. Thinking, “if you build it, they will come.” Setting up an ecommerce platform doesn’t mean people will find it or come to it. You still need to advertise your business, Williamson says, and do it across platforms. 5. Not being human enough. Customers buy from people they know and trust, Williamson says. Add an “About” tab to your website that tells your story and mission, frequently connect with your customers through social media, and provide excellent customer service response times along with a clear way to contact you.
“Sixty percent of buyers now access the online stores from their mobile phones,” says Agneeswaran, meaning an online store design must take that into account. Websites that are “mobile responsive” are programmed to automatically adjust their settings based on how a user is viewing the site. Some retailers today bypass the online store completely and instead opt for a smartphone app. “Creating a proper channel for the mobile device by creating Android and iOS apps results in great user experience for the buyers,” Agneeswaran says. “This, in effect, helps the retailers generate more sales, conversion and better customer engagement.” Vajro has simplified the process retailers need to follow for establishing an app by creating a platform where users can simply drag and drop to build their own app. “Our clients don’t need to know how to write a single line of code to build their e-commerce site,” he says.
SOCIAL MEDIA COMMENTS
Social media has forever changed retail sales. Paid advertising and endorsements by prominent influencers via platforms like Instagram and Facebook greatly increase a store’s reach, and retailers incorporate social media into their marketing efforts. Now it’s possible to sell through comments made on Facebook or Instgram posts. “Comment sellers” post a video or picture of the product and tell customers to declare their purchase by adding a “sold” comment to the post.
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Companies like CommentSold help retailers efficiently track sales made this way. CommentSold’s software tracks comments from photo or video posts and automatically invoices customers, saving retailers time and labor required to process the order. “Saving time with social commerce automation and helping online retailers sell with innovative, fun technology is what we’re known for,” she says. In addition, “live” selling amplifies comment-based sales, according to Williamson. Engaging with customers via Facebook Live triggers powerful human reactions. It can create urgency when used to liquidate old stock, show off and sell new arrivals, and generate hype through flash sales. During the live broadcast, viewers post “sold” to claim their item. “A live broadcast gives customers a limited time to view and buy these items,” Williamson says. “Live video also facilitates real-time conversations between owners and customers, and if done right, they’re more meaningful than just a sale.”
ROSS HECOX
RELATIONSHIPS REMAIN KEY
Building relationships is crucial for any business. Customers are loyal to a brand because they have an emotional connection to it. Embracing the right e-commerce strategies enhances what is already working well for brick-and-mortar stores. “Protect your brand by giving customers more than one way to shop,” Williamson says. “It makes me nervous when I hear, ‘I just sell on Facebook,’ or ‘I only sell on my website.’ Don’t rely on one channel to make all of your sales. Integrate ways to shop from mobile apps, social media, websites and even in person.” Give your customers Leveraging the platforms that are the right fit for your business will only more than one way to enhance and help grow sales. With multichannel retailing and a hybrid shop; don't rely on just sales model, your shop becomes seemingly everywhere, which gives you one channel to make all of your sales. more chances to reach current customers and acquire new ones.
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www.theboutiquehub.com
THE COMMUNITY BUILDING
A STRONGER FUTURE FOR RETAIL
CONNECT | SHARE | GROW community over competition
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COURTESY OF WOOLIES QUALITY CLOTHIERS
Shop POPPING
Pop-up shops can inject new interest in your business. Here’s how you can make one work for you.
By ABIGAIL BOATWRIGHT
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OP-UP SHOPS can consist of anything from a setup for a month or two in a retail space, to a couple of hours at a concert venue. If thoughtfully planned, they can be a great way to broaden the reach of your brand, sell some product, and have some fun while doing it.
Alisha Kurtz uses Woolies Quality Clothiers’ décor and displays from its National Finals Rodeo trade show booth in its pop-up shop.
WHAT IS A POP-UP SHOP? There are different definitions of a pop-up shop, but generally, the store should be temporary. Jodi Hendrickson of Fringe Scarves says hers includes a miniaturized booth. “Anything you can haul in the back seat of your car and fit in a 3-by-10-foot space,” Hendrickson says. “It’s got to be small and quick to ‘pop up’ at any location, while still branding your product.” Alisha Kurtz of Woolies Quality Clothiers has done pop-up shops in vacant retail spaces in Steamboat Springs, Colorado. She’s had one up for four months, and is currently leasing another for six months. But she says her space is unfinished, without long-term decoration and design. Fashion blogger Sterling Coomer has hosted pop-up shops for a variety of vendors. She says the key to a pop-up is being able to set up and take down quickly. “In my opinion, a pop-up shop is exactly like it sounds—an event that is there for a good time, not a long time,” Coomer says. “I expect my vendors to set up and tear down in 30 minutes. Pop-ups create a sense of urgency for your customer because you train them to know you will only be there for the day, and if you want to see and feel the products for yourself and meet the maker, you only have a day or two window to do so.”
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WHY IS IT A GOOD IDEA? With a pop-up shop, you’re not catering to everyone. You can choose an event where guests attending are your ideal customers.
COURTESY OF FRINGE FRIED SCARVES COURTESY OF SOUTHERN CHICS
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Jodi Hendrickson of Fringe Scarves says any pop-up shop display should allow visitors to easily see your products.
For Kurtz, a temporary shop means she can slip into a retail space at a lower price than a long-term lease, while giving local visibility to her primarily online boutique. “I want to have a presence in our town, and get my name out there locally, but without the full commitment of a five-year lease,” Kurtz says. Kurtz says pop-ups aren’t just for small companies. Even mainstream “athleisure” Lululemon recently popped up in Steamboat Springs. SPRING 2020 ★ WESTERN LIFESTYLE RETAILER
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“It’s a way for them to test the market, and I think that [reasoning] can apply to even smaller boutiques,” Kurtz says. “You can test the waters without the full commitment.” Coomer says the interesting venues, camaraderie among vendors and loyal customers, and lightning-fast duration makes for a fun business opportunity. “I think it's a good way for everyone to cross-promote. We have so much fun and make quite a bit of money in just a few hours,” Coomer says. “No matter how much the world is moving to online, people want to feel and touch and try on products.”
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HOW DO YOU CHOOSE THE RIGHT VENUE? Selecting a venue can be is the most challenging part of putting together a pop-up shop, our sources say. But networking with people and businesses and letting them know you’re available is a good first step. You want to make sure that the venue and audience are a good fit, says Hendrickson. “There’s no sense going to spend 2 to 6 hours or more with a demographic that isn’t going to be your right audience,” Hendrickson says. “Learn about the event and get a feel for who’ll be going, ahead of time, to see if it’s something right for you.” When looking at the event and location specs, make sure you plan for staffing—will you man your own booth, or will you need to hire help? It can be hard to find trained staff for temporary booths, says Kurtz. Sterling Coomer has hosted shops in her house, at Westernthemed bars, and at music festivals, among other venues. She says these locations and events made sense for the companies and products she was promoting.
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Add interest to your pop-up shop by collaborating with other vendors or trunk shows from wholesalers. 78
HOW DO YOU PLAN A DESIGN? Avoid over-stocking your booth with inventory or décor. Hendrickson says to stick to a couple of branding items and a small sign for your logo. “Make sure your product is visible, and your booth is easy to shop,” she recommends. You also need to make sure you’re set up to take credit cards with a service like Squared Up or Shopify, and always bring your business card or promotional cards. “Cards are a way for people to learn about your company,” Hendrickson said. “Even if they don’t shop with you, I’ve had tons of people pick up a card and later, when they get home, they end up buying because they didn’t want to take something with them.” Kurtz simply expanded the mobile booth that she uses at the Wrangler National Finals Rodeo to fit in her pop-up shop in Steamboat Springs. She focuses on merchandising with attractive outfits in the windows to attract passers-by and shoppers.
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HOW DO YOU BRING IN OTHER BUSINESSES? Don’t be afraid to think of ways to collaborate with other businesses to make the pop-up shop a win-win for you and them. Hendrickson has set up her display alongside a whiskey tasting, at a party for the Fort Worth Stock Show & Rodeo committee, and even at a customer appreciation party for a local farm and ranch real estate agent. “They were just the perfect customers for me,” Hendrickson says. Kurtz participates in monthly events, even hosting a pop-up shop within her pop-up shop, and trunk shows with companies like Greeley Hat Works, based in Greeley, Colorado. “We’ve had live music nights, and I’m going to have some craft nights—activities to get people in the door in a way that’s not ‘salesy’ or pushy,” Kurtz says. Coomer brings together vendors with non-competing, yet complementary, products for events. Often, these events coincide with bars like the Blue Light in Dallas and Lubbock, Texas; and bands like the Josh Abbott Band and Whiskey Myers. “The way that I personally select vendors [to collaborate with] my pop-up shops depends on the location and the vibe,” Coomer says. “For this particular series of pop-ups, I wanted my vendors to be somewhat local, makers and artisans that tie into the Texas/Americana music scene and Western world.”
COURTESY OF STERLING COOMER
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Using makers with noncompeting, complementary wares, Sterling Coomer put together a “Boutique And Booze” pop-up shop series at the Dallas location of the famed Blue Light Bar.
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HOW DO YOU EXTEND THE INFLUENCE OF A POP-UP SHOP? While you’re at the event, don’t be afraid to mingle and talk with attendees, says Hendrickson. And then promote, promote, promote. Kurtz says letting her customers know where her business is located has been key to the pop-up shop’s success. This could be via social media or networking with local groups. “Last winter I was on Main Street and I was visible to everybody that came to town,” Kurtz says. “This year I’m off Main Street in a foot trafficdependent area. But I’ve made sure all my social media accounts are up to date with my address, and I’ve done social media promotions targeting people in Steamboat, so if they’ve been to the old location they can still find me at the new location.”
Outfitting
LIFE’S Adventures
OUTBACKTRADING.COM SPRING 2020 ★ WESTERN LIFESTYLE RETAILER
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COURTESY OF FRINGE SCARVES
Hendrickson’s definition for her pop-up shop means all the displays and inventory can fit in a 3-by-10-foot space.
Part of the success of Coomer’s pop-up events she attributes to marketing. “It’s really super important to aggressively promote the event,” Coomer says. “You can use social media, mailing postcards—it’s trial and error for what works for your business. My chosen method of advertising for a pop-up is strictly social media.” Coomer’s collaborative pop-up shops consist of businesses that all have their own followers on social media. “We all promoted on our Instagram accounts, and the bar promoted it as well—we called it the ‘Boutique and Booze’ event,” Coomer says of one. “After that went well, we did it again, with most of the same vendors. Now people know their favorite brands will be there.” ABIGAIL BOATWRIGHT is a freelance writer and photographer based in Texas.
MEET THE EXPERTS Sterling Coomer is a blogger, pop-up shop host and sales rep for BuddyLove Clothing Label. Instagram: @buddylovessterling; styledbysterling.com. Jodi Hendrickson has years of experience working as a stylist with Western Lifestyle Retailer. She also owns Fringe Scarves, a Western scarf company. fringescarves.com Alisha Kurtz owns Woolies Quality Clothier, a Western clothing company based in Steamboat Springs, Colorado. wearwoolies.com
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THE BOUTIQUE HUB
THEBOUTIQUECHAT
Keeping it Real
Being authentic with your customers is key to retail success.
Bring yourself to your business! “It’s so easy today to watch what others are doing on social media, and feel like we have to keep up,” says The Boutique Hub founder, Ashley Alderson. “Comparison is a trap that will only leave you stuck and anxious.”
By ASHLEY ALDERSON
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OU KNOW THOSE QUOTES we all download to share again on Instagram and Facebook? Things like these: “Stay in your lane.” “Don’t be afraid of being different, be afraid of being the same as everyone else.” “Stop comparing yourself to strangers on the Internet.” When we share them, are we just giving them lip service, or are we genuinely challenging ourselves to step out into the best versions of ourselves and our business? When we first get started in business, or when we are aiming for the next level but don’t yet know what step to take next, it’s easy to watch what others are doing to be successful and try to emulate that in our own brands. But do you know what we all eventually figure out eventually? It doesn’t work to be something we’re not. 82
Across the world, do you know what boutiques have in common? They’re all boutiques. That’s it. Not one is a carbon copy of another; they each have their own flavor and style. They each are comfortable in their own skin and share their unique brand with confidence. The key to success is being authentic. My faith tells me that we were all made to be unique and special. My business brain tells me people just want to know you and feel a connection with the brands they shop. So what does it mean to be authentic? Here are a few tips to help you find and love your own skin in business.
1. Own the season of life that you’re in. Your life does not need to be perfect, and no one expects you to be a millionaire the day you start your business. Be okay with wherever you are and share that journey with others.
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2. Forget about Becky with the good hair. It’s so easy today to watch what
others are doing on social media, and feel like we have to keep up. The next outfit, the photo shoot, the numbers she posted in your business owner group—it’s exhausting. Comparison is a trap, and following Becky will only leave you stuck and anxious. What makes you happy? What is the life you want to live? Keep up with that and focus on daily gratitude for what you do have!
start investigating your data, ask questions and know your audience, and then use your unique brand voice to reach them in a more direct way. Fashion icon Coco Chanel said, “In order to be irreplaceable, one must always be different.” And to be truly different is to be the way only you were created. Cheers to being the best version of you, and showing up authentically in your business!
ASHLEY ALDERSON is the founder of The Boutique Hub, an online platform connecting the boutique industry around the world. The platform provides conferences, education, expert business strategies, a wholesale marketplace and discounts, vetted service providers, member insurance and benefits, and community support. Learn more at theboutiquehub.com, and follow Ashley, #BoutiqueChat, on Instagram at @ajalderson.
3. Show up bare-faced. You’re a
fashion and lifestyle educator and you are inspiring your community daily on how to be more stylish—it’s your job! But, every now and then, (or multiple times a week), show up with that rat’s nest on your head called a messy bun and glasses. It’s the real you, and your customers love knowing that we all are cut from the same cloth.
TM
profile private? Do you share boutique things on your personal Facebook profile? Have you taken any professional photos of—gasp—yourself? As much as you might like hiding out behind the scenes, sometimes not sharing what you do is really a fear of failing, and not wanting others to know that you took that risk in the first place. Be loud and proud, and if you “fail,” you failed in fashion while showing others that playing it safe is boring.
5. Repeat after me: Video is your friend. This is the fastest way for your
customers to connect with you, so show up unapologetically. Even if it’s a live sale or something for the store, add in your own spunk and fun!
6. Stop painting with a wide brush. Sometimes boutiques fall in the trap of trying to be too generic or too broad in marketing in an attempt to reach a wider audience of shoppers. The truth is, the more you know your best customers and the more real you can be with your brand and your style, the more your niche base will grow. If you target everyone, you reach no one. So
Become a jewelry wholesaler 760.444.0050
4. Own what you do on your personal social media. Is your Instagram
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TRENDSPOTTING
Activewear!
ACTIVEWEAR ISN’T JUST FOR WORKING OUT at the gym anymore. Fashionable activewear, aka “athleisure”—yoga pants, leggings and other exercise clothing—is becoming commonplace at school, at some workplaces and even for some social occasions. In 2018, The NPD Group’s market research report, “The Future of Apparel,” stated that activewear accounted COMPILED BY KATIE NAVARRA for 24 percent of total apparel sales and was projected to continue increasing its share of sales. “These are the items people live in, day in and day out,”says Tara Roemke, senior director of apparel for Ariat.“Consumers are always on the hunt to replace or refresh this athletic part of their wardrobe. If they don’t buy them in your store, rest assured, they will be buying these items somewhere else.” With the fast-paced lifestyle everyone leads, a Western retailer can build loyalty and save customers time by eliminating multiple stops. “Selling athleisure makes you a one-stop shop, and your customers appreciate the time you’re saving them,” says Jessica Wahlert, marketing manager for CINCH, Cruel Denim and Miller Ranch. We asked Roemke and Wahlert for their advice on stocking and displaying activewear products in Western stores, and both agree that it’s a not-to-be-missed trend.
CINCH
ARIAT
Why stock activewear? “People do a lot of traveling, whether with their horses or for fun, and they all like to feel comfortable,” she says. “A benefit of stocking athleisure is that it’s easy to size from XS to XL so you’re not picking lengths like jeans.” Available products: Hoodies, leggings, a tri-blend T-shirt with a mesh yoke and split back for flexibility, and several new tops being introduced in 2020. Stocking strategy: “Listen to what your customers are asking for. Find your customers on social media and see what they are talking about wishing they could pick up more of. I always suggest retailers start with leggings because they are synonymous with most climates. Not everybody will buy a hoodie in the south like they might in the north.” Display advice: “Dress up a few mannequins. Whenever I put our staple pieces together with other items in the store, like tennis shoes, it helps women put the picture together and buy. Having staff wear the clothing also helps. When our event staff wears our products in a booth, it’s guaranteed to sell.” Favorite product: “Leggings. I was not previously a leggings wearer before coming to work for CINCH; now I love them. I tend to ride in them when I’m home and don’t feel like switching over to jeans. They’re durable and fit in the right places with all of the accessory pockets for my phone and ChapStick.”
Why stock activewear? “The Western lifestyle is incredibly active, so it only makes sense that the Western consumer would appreciate both athletic and athleisure wear,” she says. “We’re practical people who still want to look pulled together even when we’re working out or working around our endless list of errands.” Available products: “A ‘cold’ series includes basic fleece sweatshirts, technical fleece quarter-zips and full-zip hoodies that look like sweaters but act like fleece. A ‘hot’ series features lightweight fleece, jersey tops and a lightweight pique knit with a sun-protective finish with UPF 45.” Stocking strategy: “Start with the key item or style you want to stand for, then build a collection of a few other styles around it.” Display advice: “Don’t be afraid to mix these items with denim for your floor set. It doesn’t have to be a head-to-toe knit look. T-shirts love a table. If you are still hanging them, think about how you can get them folded on a table.” Favorite product: “I love our Sunstopper quarter-zip. The fabric is incredibly lightweight, so it is comfortable in the heat and provides sun protection so I can take care of my skin. The mesh panels are great for breathability and they look really feminine as well. Plus, I love being able to get new colors and prints each spring.”
In recent years, CINCH has gradually introduced an athleisure line. Nylon-spandex capri pants were the first item in the line, according to Wahlert. The company, known for sticking to its Western roots, is focusing on items that are designed for taking a jog, working out at the gym or hanging out at the trailer.
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The AriatTek logo quarter-zip was the company’s first experience in activewear as a fashionable solution that paired comfort and practicality, according to Roemke. Smooth fleece on the outside makes it easier for active horse owners to brush off hay, shavings and dirt, and its brushed inside lining added a layer of warmth. Athleisure has been a significant part of the company’s line for the last three years.
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WESA IS EVOLVING
AND RELOCATING TO DALLAS, TX IN 2021! The WESA Trade Shows offer the most comprehensive trade experience for retailers of the Western, English, and Outdoor industries! Featuring more than 900 product lines, newest trends, educational seminars and entertainment; WESA’s International Apparel and Equipment Markets are where the savvy retailers shop to be educated and inspired. Join us at WESA’s new home at the Dallas Market Center, which offers:
Unmatched Business Opportunities:
Growing Business, Loyal Customers:
A Great Location: Dallas is located in the
Superior Facilities: The Dallas marketplace will undergo an extensive improvement project to create a multi-floor venue worthy of the industry and its loyal customers.
As retailers expand their merchandise mix in order to stay competitive, no other marketplace offers more new products across more categories than Dallas Market Center, which in turn attracts quality buyers from all 50 states and dozens of countries. Dallas is the complete marketplace for the modern retailer. center of the country within driving distance or a short flight to the highest concentration of Western retailers and manufacturer headquarters.
A Good Value: Travel costs are low,
show costs are competitive, and the Dallas location allows for easy arrival and departure via personal vehicle, airline, or public transportation.
More than 200,000 eager buyers already visit Dallas Market Center each year. The relocation of WESA’s shows is expected to add thousands of new buyers.
Texas-Sized Marketing Support:
Working together, WESA and DMC will launch the show with promotions, events, and buyer delivery programs to ensure the show’s success from day one.
Visit our website for more info: wesatradeshow.com
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Sweet 15 WLR celebrates 15 years in print in 2020! Take a look back at these great issues and layouts from the past. COMPILED BY CHRISTINE HAMILTON
The magazine first appeared in Spring 2005. Shot by Steve Thornton, the first cover showcased a coral lamb suede poncho from Patricia Wolf and Aura jeans from Wrangler. “Western style truly remains a significant force in fashion and design worldwide,” wrote Jodi Hendrickson, then WLR associate publisher. The magazine’s founder, she would be its driving creative force in a variety of roles until 2017.
In 2010, Darrell Dodds became the magazine’s publisher and fashion photographer. He would shoot the magazine’s cover features until 2020, bringing highfashion studio glam to every setting and outfit. “Queen of the Rodeo” in 2012 took the shoot to a rodeo grounds. Ron Bonge, the magazine’s longtime art director, brought along his goat, Smiley, to take part.
Kathryn Barkey took over creative direction in 2017, and WLR headed to Eaves Movie Ranch in Santa Fe, New Mexico, for “It’s a Wild, Wild West.” “Since 2005, WLR has been influencing the Western fashion scene long before social media influencers. We have been dedicated to the culture of the American West—the lifestyle, the trends—and to the business of growing your business. It’s been a pleasure serving the industry,” says Kami Peterson, WLR brand ambassador and account executive.
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EVENTS
A roundup of 2020 shows and markets
APRIL 25-29
AUGUST 14-18
High Point, North Carolina HIGH POINT MARKET High Point Market Center highpointmarket.org
Minneapolis, Minnesota FALL RENDEZVOUS Minneapolis Convention Center msdist.com
JANUARY 10-13
FEBRUARY 5-7
JUNE 6-13
AUGUST 25-28
Denver, Colorado DENVER INTERNATIONAL WESTERN-ENGLISH APPAREL & EQUIPMENT MARKET The Denver Mart wesatradeshow.com
Las Vegas, Nevada MAGIC LAS VEGAS Las Vegas & Mandalay Bay Convention Centers magiconline.com
Atlanta, Georgia AUGUST ATLANTA APPAREL AmericasMart Atlanta americasmart.com
Dallas, Texas DALLAS WESTERN MARKET Dallas Market Center dallasmarketcenter.com
JUNE 8-10
AUGUST 28-30
MARCH 8-11
Chicago, Illinois NEOCON The Merchandise Mart neocon.com
Denver, Colorado ROCKY MOUNTAIN GIFT SHOW The Denver Mart rockymountaingiftshow.com
JUNE 14-17
SEPTEMBER 18-20
Los Angeles, California LA MARKET WEEK California Market Center californiamarketcenter.com
Billings, Montana BILLINGS MARKET ASSOCIATION SHOW Expo Center of MetraPark billingsmarketassoc.com
JANUARY 12-15 Los Angeles, California LA MARKET WEEK California Market Center californiamarketcenter.com
Los Angeles, California LA MARKET WEEK California Market Center californiamarketcenter.com
MARCH 24-27 JANUARY 22-24 Phoenix, Arizona OASIS GIFT SHOW Phoenix Convention Center oasis.org
Dallas, Texas DALLAS WESTERN MARKET Dallas Market Center dallasmarketcenter.com
JUNE 23-25 OCTOBER 4-7
Chicago, Illinois STYLEMAX The Merchandise Mart stylemaxonline.com
Denver, Colorado OUTDOOR RETAILER SUMMER MARKET Colorado Convention Center outdoorretailer.com
APRIL 5-7
AUGUST 2-5
OCTOBER 11-13
Atlanta, Georgia JANUARY ATLANTA APPAREL AmericasMart Atlanta americasmart.com
Denver, Colorado DENVER APPAREL & ACCESSORY MARKET The Denver Mart denverapparelmarket.com
Los Angeles, California LA MARKET WEEK California Market Center californiamarketcenter.com
Denver, Colorado DENVER APPAREL & ACCESSORY MARKET Denver Merchandise Mart denverapparelmarket.com
JANUARY 29-FEBRUARY 2
APRIL 6-7
OCTOBER 18-20
Phoenix, Arizona WINTER RENDEZVOUS Phoenix Convention Center msdist.com
Denver, Colorado CALA DENVER The Denver Mart calashows.com
Oaks, Pennsylvania AETA INTERNATIONAL TRADE SHOW Greater Philadelphia Expo Center aeta.us
JANUARY 30-FEBRUARY 1
APRIL 14-18
AUGUST 9-11
NOVEMBER TBD
Billings, Montana BILLINGS MARKET ASSOCIATION Expo Center of MetraPark billingsmarketassoc.com
Atlanta, Georgia APRIL ATLANTA APPAREL AmericasMart Atlanta americasmart.com
Chicago, Illinois STYLEMAX The Merchandise Mart stylemaxonline.com
Gatlinburg, Tennessee SMOKY MOUNTAIN GIFT SHOW Gatlinburg Convention Center smokymtngiftshow.com
MARCH 29-31 JANUARY 26-28 Chicago, Illinois STYLEMAX The Merchandise Mart stylemaxonline.com
JANUARY 28-FEBRUARY 1
Los Angeles, California LA MARKET WEEK California Market Center californiamarketcenter.com
AUGUST 5-6 Chicago, Illinois STYLEMAX The Merchandise Mart stylemaxonline.com
SPRING 2020 ★ WESTERN LIFESTYLE RETAILER
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Are you a store or boutique owner?
ADVERTISER INDEX
Then Western Lifestyle Retailer is the right business tool for you.
Advertiser ...........................................Page
Follow us:
Ariat ........................................................ 15
American Hat Company, Inc. ................... 74
B-Elegant ................................................ 80 Big Country Farm Toys............................. 41 Cinch................................Inside Back Cover
Head to westernlifestyleretailer.com
Comment Sold ......................................... 27
SIGN UP for a FREE subscription and the WLR quarterly newsletter. FIND what you need in WLR’s exclusive directory of Western industry companies. UPDATE your company’s directory listing.
Cotton And Rye Outfitters ........................ 21
Corral Boots............................................. 29
Cowgirl Confetti....................................... 83 Cruel ....................................................... 49 Dallas Market Center .............................6, 7 Dan Post Boots ........................................ 45 Double D Ranchwear ................................. 1 Durango Boots ........................... Back Cover Fringe Scarves ......................................... 73 Hooey Brands .......................................... 13 Justin Boots ............................................. 37 Kimes Ranch............................................ 35 Miss Macie Boots .................................... 25 Montana Silversmiths ................................ 2 Outback Trading Company........................ 79 Resistol .................................................... 33 Resistol Double R .................................... 67 Rodeo Quincy .................. Inside Front Cover Scully Leathers .......................................... 5 Stetson..................................................... 43 Texas True Threads................................... 19 The Boutique Hub.................................... 75 Tony Lama Boots ..................................... 39 True West ................................................. 69 Twisted X Boots ....................................... 47 WESA ..................................................... 85 Western Lifestyle Retailer....................... 88 Western Summit ...................................... 81 Wrangler ................................................. 11
WLR – influencing the industry since 2005 88
XOXOart & Co., LLC ............................... 48
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LEAD, DON’T FOLLOW
COLE DAVISON NFR QUALIFIER CINCHJEANS.COM
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