Summer 2020 by InStore Magazine

SUMMER 2020

THE DEFINITIVE RESOURCE FOR INDEPENDENT LIFESTYLE RETAILERS

HOW TO STYLE A FLATLAY THE ULTIMATE GIRLFRIEND’S GIFT GUIDE THE NEW NORMAL: WHAT’S NEXT FOR RETAIL?

THE HOLLY DAYS!

IDEAS, ADVICE & INSIGHT FOR A SUCCESSFUL HOLIDAY SEASON

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contents

inStore VOL. 06/NO. 04

THIS ISSUE

Summer 2020

inStock DEPARTMENTS

14 Quarantine Life Products for the times we find ourselves in 19 Hostess Gifts Practical and purposeful presents 21 Goofy Gourmet Goods Young-at-heart treats 22 Green Living Embrace the eco movement 26 Personal Care Pampering products to ease stress

inStyle

inSight

FEATURES

DEPARTMENTS

53 Holiday Spirits

12 Hello! The Tough Get Going

Traditional and comfortable themes will reign supreme this year

83 Top Five Fashion Trends

The hottest styles to stock this season

FEATURES

61 Girlfriend’s Gift Guide

28 News & Notes New lines, launches, industry goings-on and upcoming trade shows

38 Shop Profile Diane Petryna demonstrates how the motto “Work Hard and Be Nice to People” might just be the secret to success 89 The New Normal Retail expert and business coach Barbara Crowhurst on the areas gift retailers should be focusing on right now

78 Windows on the World

73 Just For Kids

www.instoremagazine.ca

DEPARTMENTS

FEATURE

The ultimate assortment of gifts to give and receive Our bi-annual gift guide for babies, kids and tweens!

inForm

VIEW THIS ITEM ON PAGE 22

90 CanGift Connects Supporting Independent Retailers FEATURES

46 Fabulous Flatlays

How to nail this photo styling technique necessary for Instagram success By Leslie Groves

68 Outdoor Displays

Maximizing your square footage while social distancing measures are in place By Claire Sykes

Retailers around the world continue to bolster their communities’ spirits with messages of hope and support By Andrea Hein

inStore. Summer 2020

inSpire. inForm

RETAILERS Take Part in the Trends that are Shaping the Business of Retail in 2020 Merging an on-line store with your bricks and mortar. Embracing technology to drive retail analytics. Marketing effectively using the right platforms. Increasing sales. Increasing foot traffic. Creating a retail service culture that can sell.

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Retail Business Coaching & Training Retail Staff Sales Training Retail Store Design Retail Website Creation & Implementation We will help you reach your full potential. Guaranteed!

THE DEFINITIVE RESOURCE FOR INDEPENDENT LIFESTYLE RETAILERS

Editor & Publisher Erica Kirkland ekirkland@instoremagazine.ca Design & Layout Gerry Wiebe Advertising & Production Coodinator Tina Nicholl tina@instoremagazine.ca Contributing Editors Barbara Crowhurst, Leslie Groves Advertising Inquiries ekirkland@instoremagazine.ca 905-690-0492 Editorial Submissions editorial@instoremagazine.ca Mailing Address: 103 Niska Drive Waterdown, ON L8B 0M8 Contributors Barbara Crowhurst, Castlerock Studios, Will Fournier, Leslie Groves, Andrea Hein, Andrea Reynolds, Claire Sykes InStore Magazine™ is published four times a year for independent retailers in Canada selling giftware, home décor, fashion accessories and lifestyle items. The magazine is mailed to 12,000 stores including gift, home décor, hardware, pharmacy and florist.

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inStore. Summer 2020

2019-12-16 2:15 PM

© 2020 InStore Magazine™. The contents of this publication are the property of InStore Magazine. Reproduction or use of the contents in whole or in part, for any reason, is strictly prohibited without the written consent of the copyright owner. The publisher is not responsible for product claims made by the companies mentioned herein. Printed in Canada Publication mail #40841587. Return undeliverable Canadian addresses to: InStore Magazine™, 103 Niska Drive, Waterdown ON L8B 0M8. Email: editorial@instoremagazine.ca

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NEW CORPORATE SHOWROOM OPENING LATE AUGUST 2020

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NEW FALL COLLECTIONS ON DISPLAY IN OUR CORPORATE SHOWROOM â&#x20AC;&#x201C; IN STOCK & SHIPS FAST!

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CONTACT YOUR DESIGN HOME DIVISION 1 & 2 SALES REPRESENTATIVES TODAY TO BOOK YOUR APPOINTMENT

my fav...

inSight Hello

The Tough Get Going When the road ahead seems insurmountable, lyrics from a Billy Ocean song often play like a mental mantra through my brain: “When the going gets tough, the tough get going.” Running a small business, in particular an independent store, is one of the toughest jobs a person can hold. The hours are grueling, and the skill set required very diverse. Shoppers are fickle and keeping their attention is a 24/7 job – finding the time to source, display and price the products people will want to buy in an atmosphere that’s welcoming and stimulating with engaged and responsible employees, not to mention all the efforts you have to invest in social media marketing these days. Retailing has always been tough – and so have retailers. This business doesn’t attract the thin-skinned or the weak-willed. It attracts doers and go-getters. It attracts people who aren’t afraid to roll up their sleeves, unpack boxes, wash windows and sweep floors. When the market throws them a curve ball, retailers adeptly catch it and keep playing the game. Independent retailers will always be able to respond to shifts in the marketplace more quickly than their big-box and chain counterparts. Without the cumbersome levels of management and bureaucracy, you can decide on a dime to stay open later, offer curbside pick-up, launch a Facebook Live video series, drop a supplier, change your candle line, build an ecommerce site, etc., etc. Over the next few months, the bonds you build with customers through online and in-person interactions will carry you into the new normal. Listening to what your best customers want and need, and altering your products and services to suit them, is mandatory. Don’t be afraid to fail. You will make a few mistakes along the way (we all do) but your customers fill forgive the bumps in the road as long as they feel you’re open and honest with them. Stay strong and fierce.

While the Canadian Gift Association (CanGift) would typically be working on their summer trade shows, they have turned their attention to creating and launching a campaign aimed to highlight independent gift retailers. Beginning July 1, the association’s new Instagram account @keepitlocalcanada! will feature one new store each day. The association’s intent is to encourage Canadians to support local shops and invest in their communities. Learn more about the program on page 28 of this issue within News & Notes.

Erica Kirkland Publisher & Editor

in this issue From a roundup of products for a Quarantine Life (page 14) to the Windows on the World feature on page 78, this issue aims to inspire you with innumerable sourcing ideas alongside merchandising and marketing advice finely tuned to the times we find ourselves in. 12

inStore. Summer 2020

If you’re wondering what the hottest fashion styles are, check out Top Five Fashion Trends on page 83. For the latest in holiday decorating, flip to page 53. Our inhouse merchandising expert Leslie Groves gives you the lowdown on how to

style the most fabulous flatlays on page 46, while retail coach Barbara Crowhurst helps you focus on next steps in her column on page 89. Happy reading! inSpire. inForm. inStore.

Quarantine

inStock What Weâ&#x20AC;&#x2122;re Loving

Life

Products for the times we find ourselves in!

2 1/ Double-layered masks, $25 retail, Greenâ&#x20AC;&#x2122;s Your Colour, 888-492-9404, greensyourcolour.com 2/ Wall sign from VIP Home & Garden, $70 retail, Design Home Gift & Paper, 800-663-9950, designhome.ca 3/ Canadian-made photo frame, $19.99 retail, Pinetree Innovations, 306-477-3236, shoppinetree.com

4/ Organic cotton masks, $7 and $15 retail, Carambola, 416-420-3784 5/ Mug, $15.99 retail, Pinetree Innovations, 306-477-3236, shoppinetree.com

6/ Here and There Greetings, $4.95 retail, Bella Flor, 800-667-1902, bellaflor.ca

5 6

inStore. Summer 2020

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FRESHLY SQUEEZED LEMON-THEMED HOME DÉCOR

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OF NATURAL BATH & BODY CARE PRODUCTS with emollient-rich botanicals and nourishing plant oils. Authentically natural, beautifully indulgent and now available in six clean, fresh fragrances. N ATU RAL IN S PIRATIONS .COM

Hostess Gifts

inStock What Weâ&#x20AC;&#x2122;re Loving

Practical and purposeful presents

1/ Handmade pewter coaster/ ornament, $12 retail, Michelle Beaudoin, 514-935-2495, michelle-beaudoin.com 2/ Tea towel from Scrunchy Face, $9.99 retail, Bella Flor, 800-667-1902, bellaflor.ca 3/ Tea towel from P. Graham Dunn, $11.99 retail, Edenborough, 800-265-6398, edenborough.com 4/ Ceramic coasters, $6.99 retail each, Pinetree Innovations, 306-477-3236, shoppinetree.com

5/ Countertop spray from Moncillo, $16.50 retail, Finesse Home, 604-885-5494, finesseoils.com 6/ Tea towel from About Face Designs, $19 retail, Design Home Gift & Paper, 800-663-9950, designhome.ca

6 5

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inStore. Summer 2020

SHOP LOCAL & SHOP SMALL

THE HEARTBEATS OF OUR COMMUNITIES

Hello, amazing retailers! I hope all of you are faring well. As many of you start to settle into a new way of living and working, let’s pause and acknowledge resilience. We’ve all experienced moments of pain, frustration and even despair through the pandemic crisis, but a newfound strength has emerged in facing these new challenges. Along the way, we realized that defeat is not an option. All across Canada, we’ve seen small retailers like you hustle and fight hard for your businesses. You’ve been pushed to innovate, adapt and embrace a new way of doing things. Well done! You’ve managed to juggle this all while taking care of loved ones and worrying deeply about those out of reach during the pandemic. The juggling act continues. During this time, our company has worked to be compassionate with you, our customer community. We have been finding ways in which we can support you, like offering flexible credit when times are tough. Danica is a family owned and run business, with a rich 36 year history and we are dedicated to being The Company You Keep. Our hard-working sales reps are part of our extended family and we would not be here without them. Everyone at Danica is here for you on your journey forward, just as you have supported us faithfully for decades. Our Shop Local collection was created as a salute to each of you who make our communities diverse and allow our Main Streets to thrive. The series has taken on a much larger meaning as many businesses have been forced to adapt in

order to survive the pandemic crisis. Now, more than ever, choosing to Shop Local and Shop Small are key to the survival of our independent businesses across Canada. Additionally, supporting small business allows a broad and diverse spectrum of entrepreneurs from all backgrounds to thrive and have their voices heard. This collection helps your customers show their support for you, and celebrates your contributions to your community. We want to support healthy communities through our own actions, too. First, by using our textile expertise to create a unique collection of 100% cotton face masks to help keep folks safe, and second, by donating $1 from each face mask to Food Charities in the USA and Canada to support those deeply impacted by food insecurity in the pandemic and beyond. We also continue to donate a percentage of our profits from all products to Education Without Borders. Today, and every day, I celebrate your strength and survival throughout this crisis. I’m excited to start moving forward and see you thrive again.

Stay strong and keep up the fight. We’re right here with you. SUSHIL ARORA, CEO & EVERYONE AT DANICA

DANICAIMPORTS.COM

NOW_DESIGNS

INFO@DANICAIMPORTS.COM

1.888.632.6422

Goofy Gourmet Goods

inStock What Weâ&#x20AC;&#x2122;re Loving

2 1

Tempt customers with a selection of young-at-heart treats

1/ Tasty Buds, Premier Gift Canada, 800-387-1282, premier-gift.com 2/ Unicorn Fluff, $6 retail, Chocolate Moose Fudge Factory, 306-692-4647, chocolatemoosefudgefactory.com 3/ Emoji chocolate bars, $3.49 retail each, Tall Ships Trading Company, 888-825-5744, tallshipstrading.com

4/ Pickled Cowboy and Unicorn Frappe popcorn, $6 retail each, Chocolate Moose Fudge Factory, 306-692-4647, chocolatemoosefudgefactory.com 5/ Peanut butter confetti fudge, $6 retail, Chocolate Moose Fudge Factory, 306-692-4647, chocolatemoosefudgefactory.com

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inStore. Summer 2020

Green Living

inStock What We’re Loving

Embrace the eco movement by offering customers a selection of green goods

1/ Shop Local produce bag set, $20 retail, Now Designs, 888-632-6422, danicaimports.com 2/ Telescopic straw and cleaning brush set, $18 retail, Green’s Your Colour, 888-492-9404, greensyourcolour.com 3/ Reusable Wondersip straws, $19.99 retail for four, Bella Flor, 800-667-1902, bellaflor.ca

4/ Shop Local market tote, $30 retail, Now Designs, 888-632-6422, danicaimports.com

5/ Reusable utensils in bamboo pouch, $18 retail, Green’s Your Colour, 888-492-9404, greensyourcolour.com

inStore. Summer 2020

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Gifts & More

Nostalgic Novelties, Games & Toys

n Kitcheerving S s d r a o B

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Personal Care

inStock What Weâ&#x20AC;&#x2122;re Loving

Ease the stress of the season away with pampering personal care

1/ Fragrance-free and Agave Pear-scented bodycare from Natural Inspirations, from $10.99 retail each, Edenborough, 800-265-6398, edenborough.com 2/ Thymes Revive Body Polish, $37 retail, Design Home Gift & Paper, 800-663-9950, designhome.ca

3/ Maison Apothecare soothing and healing oils, $43.99 retail each, Edenborough, 800-265-6398, edenborough.com

4/ Whipped shea butter, $25 retail; facial oil, $35 retail; Greenâ&#x20AC;&#x2122;s Your Colour, 888-492-9404, greensyourcolour.com 5/ Waffle-weave hand towel, $35 retail for two, Pokoloko, 844-476-5656, pokoloko.com 6/ Shampoo and conditioner bars, $17 and $20 retail each, Jack 59, jack59.ca

inStore. Summer 2020

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inForm News & Notes

News & Notes

Inside Track NEWS IN BRIEF

CanGift Launches Campaign to Support Local Retail In an effort to promote local retail in the wake of the COVID-19 pandemic, the Canadian Gift Association (CanGift) is launching a new campaign with the slogan: Buy the Way, Keep it Local. Members of the association are wholesalers and vendors who rely on storefronts to re-open and sales to pick-up for regular business to resume. CanGift intends to shine a light on the retailers in its extensive database who could benefit from additional promotion and assistance with the goal of featuring one retailer a day for 365 days on the Instagram account @keepitlocalcanada! “Retailers are the crux of our industry,” says Nicole Hilton, chief marketing officer at CanGift. “We know we need to take action to show consumers across the country some amazing home décor and gift stores that do great business with our association. We’re hoping the whole country will get behind this movement. Canadians love to support local shops and there’s no time like the present for consumers to step it up and invest in their local economies.” In addition to featuring one small business a day on its Instagram account, the association is providing stores with a digital logo of the campaign’s slogan and is searching for opportunities to work with Business Improvement Associations across the country. The campaign will also include incentives from CanGift members to assist retailers in their ‘return to normal’ sales plans, including contests and prizes in addition to an online retailer roundtable series highlighting insightful discussions with Canadian retailers. Gift retailers interested in learning more about the program are encouraged to contact the association’s retail engagement team via email at registration@cangift.org.

HANDCRAFTED IN CANADA PH 1-800-439-6393 EM orders@kitras.com ASK ABOUT OUR FREE SHIPPING SHOW SPECIAL!

inStore. Summer 2020

In Memory: Alan Greenfield Alan Greenfield, a stalwart in the giftware business for the past 40 years, died suddenly on May 3. Alan and his wife Debbie own and operate Hallmark stores across southwestern Ontario. His presence at the gift shows will be missed by his many friends and colleagues in the business.

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Candym and Canfloydâ&#x20AC;&#x2122;s New Home Candym and Canfloyd have a new 13,000-square-foot-showroom in Markham, Ont. The company celebrated with a July 6 grand opening. In accordance with physical distancing guidelines, they limited the number of customers to 10 and put enhanced security and sanitising measures in place. candym.com, canfloyd.com

Abbott Launching Virtual Show On August 4, Abbott will launch a virtual showroom and tradeshow. Open 24/7, customers can walk through the Abbott showroom displays from the comfort of their home or business. All products will be directly linked to a shopping cart and customers will have the option of touring the showroom on their own or they can screenshare with their sales or customer service representative. Additionally, Abbottâ&#x20AC;&#x2122;s live agents will be available to guide customers through the virtual showroom experience. During the month of August, Abbott will use the platform for new product launches, live presentations from their design team and seminars with industry experts. abbottcollection.com

Pure Drinkware Through Bella Flor Surrounded by competition, Pure Drinkware has created a stir in the insulated tumbler market with an incredible assortment of styles, including the Waves Speaker Bottle which boasts flashing, multi-color LED lights and a Bluetooth speaker built into the top. The charge lasts about two to three hours played on a louder setting and four to five on a --lower setting. The bottles are dishwasher safe while the tops are water-resistant. $24.50 retail. Distributed by Bella Flor. 800-667-1902, bellaflor.ca

Fire the Imagination t: 1-888-780-0864

www.firetheimagination.ca

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inStore. Summer 2020

inForm News & Notes

THE GOODS Greeting Cards That Give Back AbiArt Co. has been acquired by P. Graham Dunn and is now available in Canada through its exclusive distributor Edenborough. While the products will continue to be crafted by Abigail Miller, P. Graham Dunn will now handle the production and distribution of the unique paper goods. Each card tells a special story with a unique sentiment created by Abi. A dime from every greeting card purchased goes toward sponsoring the education of a child in Haiti. 800-265-6398, edenborough.com

Decorate, Celebrate, Stay up late!

Healthcare Heroes Seashell Paper has added a healthcare heroes card to its thank you collection for people wishing to express appreciation and gratitude to frontline health workers during the coronavirus pandemic. The cards measure five and a half inches by four inches and are printed on FSC-certified cardstock. $5 retail. seashellpaperco.com

SafeGrate Saves Fingers The latest kitchen gadget on the market via Stella Sales offers consumers a safer and easier way to grate food. Compatible with any type of food and any type of grater, the stainless steel tool is dishwasher friendly and can be used by right or left-handed people. $12.99 retail. 416-424-4919, safegrate.ca

For dĂŠcor, gifts, & entertaining Shop with us online, 24/7 www.christmas-tradition.com or call: 1-800-561-5515 30

inStore. Summer 2020

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Ecologie Cloths During the pandemic, there’s been an unprecedented demand for cleaning products, particularly sustainable options. Made from cotton and plant-based cellulose fibers, Ecologie Swedish sponge cloths are a sustainable replacement for paper towels and plastic sponges. Available from Danica, each cloth is ultra absorbent, holding up to 15 times its weight in water. The cloths can be reused by washing in either the washing machine or the top rack of the dishwasher. After about nine months of use, the cloths are ready to be tossed in the compost. 888-632-6422, danicaimports.com

Made in Virginia

Our chimes are individually handcrafted, hand-tuned, and made in Virginia using USA sourced materials, for exceptional precision and lasting beauty. Our Corinthian Bells® Silver Vein color, Arabesque® Chocolate Diamond, and Arias® chimes in Satin Silver are here! Order now for immediate delivery.

QMT WINDCHIMES 800-345-2530 wholesale.qmtwindchimes.com sales@qmtwindchimes.com For operations updates: www.qmtwindchimes.com/covid19

www.instoremagazine.ca

inStore. Summer 2020

inForm News & Notes

#1 Message Jewellery As Seen in GiftBeat!

THE GOODS

Layers, Piper & Jade and Stack rings

The world’s most versatile necklace.

Shampoo & Conditioner Bars The Jack59 brand got its start at an upscale farmer’s market in Edmonton and quickly made its way onto store shelves in Alberta. With a brand new look, logo and two packaging options (package-free or recyclable), the line of sustainably-made shampoo and conditioner bars are affordable, eco-friendly and made in Canada. Store owners interested in sampling the bars are encouraged to contact Jack59 for free samples. wholesale@jack59.ca, jack59.ca

Soap So Co.

Stacks

Hand washing is critical in keeping germs away. With soap shortages across the country, Soap So Co., a small- batch artisanal soap company, got to work and released a line of fun, artistic soaps that make every bathroom look and smell beautiful while leaving over-washed hands feeling squeaky clean and luxuriously soft. The company also expanded their offering to include artisanal liquid soaps. All the company’s products are sustainable, vegan and cruelty-free. soapsoco.com

Exclusive Canadian Distributor

Axicon World Imports www.axiconworld.com sales@axiconworld.com 800-465-5587

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Fall Special

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Inside Track NEWS IN BRIEF

A & A Story Distributed by Edenborough, vinyl floor mats and placemats from A & A Story are now available in Canada for the first time. The fashionable line is designed in France and made in the USA. Sizes range from two feet by three feet to six and half feet by eight feet. 800-265-6398, edenborough.com

Pudus Partners with Smiley Pudus Lifestyle Co. has partnered with one of the happiest brands around – Smiley – for a new collection of fun and bright winter accessories launching in September. The six-piece collection includes pom-pom beanie hats and matching slipper sock sets in three styles: black, lumberjack pink and pastel camo. The items are lined with a cozy faux-fur Sherpa dyed to match Smiley’s iconic yellow hue. The hats retail for $35 and the slipper socks retail for $25. ilovemypudus.ca

inStore. Summer 2020

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All our Products are Sustainable & 100% natural. “We do not inherit the earth from our ancestors, we borrow it from our children”

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inStore. Summer 2020

inForm News & Notes

Inside Track NEWS IN BRIEF

Warm Buddy Celebrates 25 Years Located in North Vancouver, the Warm Buddy Company got its start in 1995 when owner Karen McKee, a registered nurse, began making aromatherapy heat wraps, introducing consumers to the many benefits of moist heat. Today the company is regarded as a leader in the field of comfort, as well as pain and stress relief. The heated shoulder wraps, warming blankets and aromatherapy eye pillows theyâ&#x20AC;&#x2122;ve sold for over two decades have helped to safely reduce stress, relieve pain and promote sleep. Over the years, Karen added new products to the mix including spa robes, aromatherapy mists and salts, and warm-up animals. The animals are now a favourite among children and feature removable heat packs which can be warmed up in the microwave. Children of all ages are comforted by the warmth and companionship of a warm and cozy animal. Many use the stuffed animals to help soothe ear and tummy aches and to aid in sleep. There are many critters available in the line, including sheep, puppies, kittens, bears, bunnies and elephants. Each season new animals are introduced. The company continues to research new and better fabrics and designs while remaining committed to supporting bear rehabilitation efforts and numerous childrenâ&#x20AC;&#x2122;s charities. warmbuddy.com

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We have Partnered with SmileyÂŽ to bring Joy, Smiles & Coziness this Winter Slipper Socks - Slippers - Boot Socks - Hats - Mittens - Ponchos & Other Cozy Winter Accessories

New Bold Colors. Same Cozy Comfort. Brighten Your Winter Look with Pudus Slipper Socks - Slippers - Boot Socks - Hats - Mittens - Ponchos & Other Cozy Winter Accessories

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inStore. Summer 2020

inSight Shop Profile

Take A Hike

& TAKE 2 BOUTIQUE

inStore. Summer 2020

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Industry Leader Diane Petryna demonstrates how the motto “Work Hard and Be Nice to People” might just be the secret to success By Andrea Reynolds

ack in 1995, Diane Petryna was inspired to embark on a life-changing adventure after a little light reading. The article was about the emerging influx of women in outdoor activities and Diane saw an opportunity to source and sell outdoor equipment, clothing and accessories for women. Her strong leadership skills and hard work have been born out over 24 years in the business of independent retailing, however, it’s her passion for connecting with people, combined with an ability to

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adapt, which have truly marked her for success in life. Five years ago, Diane noticed a transition in what her customers wanted, and she shifted her focus to accommodate them. As the world around us continues to change, Diane stays on top of her game by participating in numerous webinars, virtual town hall meetings and virtual retail conferences. She’s also started The Passionate Retailer, a Facebook group for retail store owners to inform and support one another.

JUST THE STATS Store: Take A Hike & Take 2 Boutique Location: Thunder Bay, Ont. Square footage: 3000 Employees: One full-time, one part-time Website: take2.boutique.com

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What makes your store unique?

Unlike typical outdoor sporting goods stores, when I opened in 1996 the store was a boutique, a mini department store for the outdoor shopper. In 2016, we took a serious look at our business trajectory and determined that our money was being made in women’s clothing, jewellery and accessories. To grow sales in these areas, we made the bold decision to rebrand our business. Take A Hike (“take one”) became the Take 2 Boutique. How would you describe your store and its atmosphere?

Our business has operated in three separate locations over the past 24 years and has gone through a series of updates to ensure we’re always on the cutting edge. In 2018, I purchased a century-old home a short distance from downtown and adjacent to the city’s sports arena. We undertook a significant renovation. The following year, I purchased the unrepairable rooming house next door, removed the building and turned the lot into a wellmaintained green space. To what do you attribute your success?

I think my success comes from learning at a young age the value and joy of hard work and the importance of respecting others, ourselves and the world around us. I also have a genuine love of learning, people and ideas. I’m blessed that I find it easy to connect with people, and I love how this constantly feeds my mind, heart and soul. I’m both a big picture thinker and a detail person. This truly helps me turn my ideas into action.

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How do you promote your store and what are your most successful promotions or marketing mediums?

From the beginning, I decided that positive word of mouth was going to be the best way to advertise, so I needed to “wow” people with the look of the store, the products we offered and the service we provided. We host in-store events to encourage our existing customers to come into our store more often, and rather than offering discounts during events, we offer free gifts with purchases to maintain our margins. Through this pandemic, we continue to keep in touch with our customers via email updates and I’ve made Facebook and Facebook Live shows a priority. To my delight, our video recordings are getting 2000 to 4500 views and generating additional sales long after the original event. Facebook insights shows that our weekly posts are regularly getting more engagements than the savviest social media companies in the city! What has been your most successful recent event?

In early May, I started doing weekly Facebook Live virtual shopping shows. In just a couple of months, we attracted 500 more Facebook followers and witnessed a huge influx of first-time customers. I’m really taking the time to connect with customers. Many have hardly been 42

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out of their bubble and appreciate the opportunity to have a conversation. This summer I plan to use our front porch for an outdoor fashion show, and to host an afternoon garden party, first on Zoom and then possibly outdoors with physical distancing measures in place. Do you have a favourite new product line?

Now that we are dealing with a pandemic, the Buff has made a comeback in our store. A Buff (buff.com/ca) is a multifunctional piece of headwear made in Spain that can be worn as a neckerchief, facemask, headband, balaclava, hat or scrunchie. I have 60 styles for customers to choose from and have been promoting them on Facebook. This product has been a lifeline for us. Looking back, what’s the biggest lesson you’ve learned?

Retail is hard, and you need to invest in yourself. For almost 10 years, I worked with a retail business coach. I learned that you don’t have to do this alone. Help is available. What do you see for the future?

This is an important time for all of us to reflect on our lives, our industry and our planet. I believe we can be and do better, but it’s going to take caring hearts, creativity, collaboration and courage. inSpire. inForm. inStore.

Stardust Oversized Scarf Beyond Soft Chenille Gloves & Hat

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Gifts

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Styled by Leslie Groves Photographed by Will Fournier www.instoremagazine.ca

inStore. Summer 2020

Nailing this photo styling technique is crucial to Instagram success

Fabulous Flatlays 46

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Start Here The key to creating a balanced flatlay is to make sure you have elements of varying sizes as well as a clear colour scheme. Start with an odd number of items in a triangle pattern and start layering in other items from there. Layer objects underneath your props and products to add depth and interest. Add more dimension by rising products onto blocks – wooden if the item is not seethrough or acrylic cubes for lighter colours and materials.

The Basics A flatlay is an image taken straight down from above: a birds-eye view if you will. Technically, a flatlay is a photo of a single thing laying flat, however flatlays really come to life with styling – adding props and items that give photos a more branded and editorial feel.

Backdrops A backdrop sets the scene for your flatlay. While plain white backdrops are always safe, you can improve the look of your flatlay by using textures. The background should complement, not contrast with the items you’re featuring. By selecting and sticking to a handful of backgrounds, you’ll achieve a streamlined Instagram feed. Great options include white foam core, marble (either contact paper or a tabletop) and distressed natural wood. Pillows, heart bowl, cutting board, coasters, Indaba Trading, 800-746-3222, www.indabatrading.com

Styling and text by Leslie Groves Photography by Will Fournier

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inStore. Summer 2020

Themes

Consider the message you want the photo to convey and gather props and products which help to visually tell that story. For the series of flatlays shown here, a good cross section of merchandise is shown, but the story is kept cohesive by using the same backdrop and repeating some of the same props and product throughout. When creating a series of related flatlays, use the same props to create a cohesive feel and social media feed.

Mug, serving tray, spoon, Abbott, 800-263-2955, www.abbottcollection.com; Wreath, heart-shaped wooden ornaments, Noel ornament, Candym Enterprises, 800-263-3551, www.candym.com; Pillows, runner, prayer beads, Indaba Trading, 800-746-3222, www.indabatrading.com

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JANUARY 31 –FEBRUARY 2, 2021 AUGUST 8 –10, 2021 International Centre Hall 5 | 6900 Airport Road Mississauga, ON

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Props Use props to connect your flatlay to everyday life. Product on its own can be dull and it doesn’t inspire shoppers or help them envision themselves using the products. The shots shown here are brought to life by the props – hot cocoa and cookies, figs and pears, etc. To make your post even stickier, link to a recipe for homemade hot cocoa or describe a design or styling tip you’ve used. The longer a viewer is engaged with your post, the more likely they are to click through to your website.

Wreaths, wooden spoons, marble dish with lid, Abbott, 800-263-2955, www.abbottcollection.com; Round tray, Candym Enterprises, 800-263-3551, www.candym.com; Throw, candle, coasters, heart spoon, napkins, Indaba Trading, 800-746-3222, www.indabatrading.com

PRO TIP: Include hands in your images. Use them to interact with the scene and props to really take your image to the next level.

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www.northamericancountryhome.com

Address: 3440 Bridgeway Street,Vancouver, BC V5K 1B6 Phone :1-888-303-2221 Fax: 1-604-422-0064 Email :admin@northamericancountryhome.com

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25 years for over

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order toll free: 1.800.363.7608 info@harmaninc.com

Styling by Leslie Groves Photography by Will Fournier

Holiday

Spirits Familiar motifs and traditional colourways will fill our homes this holiday season

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Red Truck

While many predicted it would be a one-season wonder, the red truck motif is holding on strong for now

3 4 1/ Glass ornament from Raz Imports, $19 retail, Design Home Gift & Paper, 800-663-9950, designhome.ca 2/ Wooden ornament, $4 retail, Stargazer Originals, 905-670-3346, stargazeroriginals.com 3/ Pop-up cards from Lang, $29.99 retail, Bella Flor, 800-667-1902, bellaflor.ca

4/ Decorative tin bucket, $12 retail, Stargazer Originals, 905-670-3346, stargazeroriginals.com 5/ Dishtowel set, $15 retail, Now Designs, 888-632-6422, danicaimports.com 6/ Cork-backed placemat, $30 retail for four, Harman Imports, 800-363-7608, harmaninc.com

7/ Paper napkin, $7.50 retail for 20, Harman Imports, 800-363-7608, harmaninc.com

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inStore. Summer 2020

Support Canadian Made

S o l i d Wo o d A c c e n t F u r n i t u r e Handcrafted In Canada

Perfect for use as retail display & resale. Available in a variety of colours. SpringwaterWoodcraft.com . . .

SPRINGWATER WOODCRAFT

EARLY CANADIAN PINE FURNITURE ? Since ? Depuis 1992 ?

Find us on SHOPZIO or oldcountrydesign.com

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Illustrated

Dainty details and fine brushstrokes define this assortment of creature comforts for the holidays

1/ Pewter tree, $35 retail, Basic Spirit, 877-245-3821, basicspirit.com

2/ Ornaments, $9.99 retail each, Abbott, 800-263-2955, abbottcollection.com 3/ Mug, $14.99 retail, Abbott, 800-263-2955, abbottcollection.com

4/ Coaster set, $16 retail for four, Now Designs, 888-632-6422, danicaimports.com 5/ Sign from P. Graham Dunn, $10.99 retail, Edenborough, 800-265-6398, edenborough.com 6/ Decorative tin bucket, $7.50 retail, Stargazer Originals, 905-670-3346, stargazeroriginals.com

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inStore. Summer 2020

MONCILLO

Pure Home Living Luxurious Home Cleaning Range

To place your order please email

e: sales@finesseoils.com to see our full range please visit

www.finesseoils.com Finesse Home Proudly Canadian tel: 604 885 5494

M A DE I N C A NA DA

ModernMotifs

Contemporary styles in traditional colourways are a safe bet this season

1/ Dish covers, $32 retail for three, Canfloyd, 800-263-3551, canfloyd.com 2/ Dish set, $25 retail, Now Designs, 888-632-6422, danicaimports.com

3/ Tea towel set from Rifle Paper through Paper E. Clips, 800-660-7068, papereclips.com 4/ Flour sack tea towel, $7 retail, Frans Koppers, 866-604-0490, koppershome.com 5/ Swedish sponge cloth, $6 retail, Now Designs, 888-632-6422, danicaimports.com

6/ Bottle opener, $19.99 retail, Abbott, 800-263-2955, abbottcollection.com 7/ Mugs, $9 retail, Frans Koppers, 866-604-0490, koppershome.com

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inStore. Summer 2020

Styling by Leslie Groves Photography by Will Fournier

Girlfriendâ&#x20AC;&#x2122;s

Gift Guide The ultimate assortment of gifts to give and receive

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inStore. Summer 2020

WHAT’S NEXT STARTS NOW Access thousands of furniture, gift and home décor resources:

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BohoBeauty Florals, rainbows and words of wisdom

3 1/ Zippered pouch, $15 retail, Danica Studio, 888-632-6422, danicaimports.com

2/ Rainbow doormat, $32 retail, Indaba Trading, 800-746-3222, indabatrading.com 3/ Insulated mug from Rifle Paper, $25 retail, Paper E. Clips, 800-660-7068, papereclips.com 4/ Mug from About Face Designs, $13 retail, Design Home Gift & Paper, 800-663-9950, designhome.ca 5/ Necklace, $30 retail, Foxy Originals, 866-438-3699, foxyoriginals.com

6/ Spiral notebook from Primitives By Kathy, $15 retail, Candym Enterprises, 800-263-3551, candym.com 7/ Alpaca-blend blanket, from $60 retail, Pokoloko, 844-476-5656, pokoloko.com

7 www.instoremagazine.ca

inStore. Summer 2020

LET'S

CONNECT, VIRTUALLY

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GentleDove

Comfy textures and muted neutrals

1/ Cosmetic bag, $28 retail, Danica Studio, 888-632-6422, danicaimports.com 2/ Crinkle robe, $156 retail, Pokoloko, 844-476-5656, pokoloko.com

3/ Giving Socks from Demdaco, Canfloyd, 800-263-3551, canfloyd.com

4/ Leather keychain, $11 retail, Indaba Trading, 800-746-3222, indabatrading.com 5/ Turkish towel, $55 retail, Pokoloko, 844-476-5656, pokoloko.com 6/ Knit slipper socks, $18 retail, Harman Imports, 800-363-7608, harmaninc.com 7/ Boss Babe desk dice, $41 retail, Indaba Trading, 800-746-3222, indabatrading.com

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inStore. Summer 2020

Pep Squad

Peppy patterns and upbeat colours

4 1/ Wine glass, $24.99 retail, Pinetree Innovations, 306-477-3236, shoppinetree.com 2/ Hoops, $28 retail, Foxy Originals, 866-438-3699, foxyoriginals.com 3/ Pen, $9.99 retail, Abbott, 800-263-2955, abbottcollection.com 4/ Scarf, $29 retail, Danica Studio, 888-632-6422, danicaimports.com 5/ Insulated mug from Swig Life, $51.50 retail, Design Home Gift & Paper, 800-663-9950, designhome.ca 6/ Boxed candles from Lady Jayne, $12.49 retail each, Edenborough, 800-265-6398, edenborough.com 7/ Socks from K. Bell Socks, $10 retail, Design Home Gift & Paper, 800-663-9950, designhome.ca

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inStore. Summer 2020

Outdoor Displays Maximizing Your Square Footage While Social Distancing Measures are In Place BY CLAIRE SYKES

ach morning you take a shower, fix your hair and put on something pleasant to wear. While you enjoy looking your best for the buying public, your store has an image to live up to as well. The front of your store is often the first area a shopper notices and where you make that important first impression. The exterior of your store is also a wonderful place to showcase products all year long. Whether you’re inviting customers inside to shop further or sticking with curbside pick-up for now — the street-facing side of your store should make a statement about your business. With the unpredictability and stress that comes with living through a pandemic, outdoor displays also serve a dual purpose - they lift peoples spirits. If a customer feels joyful while at your place of business, chances are they will spend some of their hard-earned money with you. 68

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AN OUTDOOR OPPORTUNITY

Maybe it’s just a row of windchimes dancing in the breeze or colourful flags waving to passersby. Or it could be a beautifully crafted table display that catches the attention of drive-by traffic. The creative possibilities for outdoor displays run as far as your imagination takes you, and as large as space allows. Too many retailers fail to consider the outside areas of their locations when planning and promoting their store. Commit to making your outdoor area part of your planning session with staff and vendors. By creating interest and excitement, the right outdoor displays will attract attention to your store. People who might otherwise pass right by may now stop many of them will be new customers. “Outdoor displays provide goodwill,” says Lyn Falk, president and founder of Retailworks, a store-design firm. “Whenever you make an effort to reach

out to the community, it goes a long way.” When your staff join you in planning and creating outdoor displays, they’ll feel excited and more invested in your business.

PLAN AHEAD

With your calendar in hand, follow these 10 steps 1. Assess: Is your store on a busy highway, downtown street, neighbourhood corner or in a strip mall or indoor mall? Your store’s outdoor display needs to be in an area where people are inclined, and able, to stop. How many products and people can your exterior space safely accommodate? Also, find out if you need city permits (or shopping mall permission) to put anything outside. 2. Timing: In general, link your displays with the seasons, holidays and community events. Develop several inSpire. inForm. inStore.

displays you can repeat each year at the same time, so customers expect and look forward to them. Time your displays for good weather, and for when people are feeling more casual, so they’re apt to linger and buy. Keep in mind that the ideal time to set up a display may depend on the day of the week and/or how many people in your area are out and about shopping. 3. Theme: The seasons alone inspire countless ideas to build displays around. Spring Fling, Summer Fun, Fall Colours and Winter Cocooning are a few possibilities. Holidays are another obvious tie-in. For more ideas, turn to the internet for images of outdoor retail displays. 4. Budget: An outdoor display needn’t cost much. The only expenses are decorating materials and, if needed, a city permit along with additional payroll www.instoremagazine.ca

costs. Falk suggests taking three to four percent of your gross sales and spending no more than 15 percent of that on your outdoor displays. 5. Publicity: Especially if your display hinges on a specific theme or promotes specialty products, let customers know beforehand. “Brainstorm with your vendors and the media about effective exposure and how they can contribute, in terms of advertising and onsite coverage,” says Jay Jacobowitz, retail consultant and president of Retail Insights. 6. Merchandise: Jacobowitz recommends contacting your vendors 90 days beforehand for their recommendations and discounted offerings. Place your orders 45 days ahead, and make sure you have product delivered two weeks in advance to allow time to correct out-of-stock.

7. Display: Seek out decorative items from hobby and fabric stores. Further enhance your outdoor product presentation with plants and freestanding mannequins. Attract attention and create a sense of fun with flowers and balloons. If you can make something bright and sparkly, people will stop and look. 8. Signage: Make sure your signs are large and easy to read from the road and at a distance, especially if there’s lots of street traffic. “In general, keep graphics simple and words to a minimum, and use lots of colour, so the signs stand out from their surroundings,” says Falk from Retailworks. Large posters and banners also draw attention. 9. Staff. “Appoint specific employees to account for the various aspects of your outdoor displays,” says Jacobowitz. inStore. Summer 2020

Decide who will oversee setting up, monitoring and dismantling the displays, as well as an overall leader that everyone reports to. Says Falk, “If you don’t do this, you risk your displays looking thrown together,” instead of carefully designed and showcased. 10. Follow-up. Customers’ names and email addresses offer a gold mine of information. Prepare a mailing list for people to fill out when they stop at your display, so right afterwards you can email them saying how much you appreciated their presence.

PUT IT ALL TOGETHER

All the planning in the world won’t turn that rainy day into the sunny one the news predicted. If a storm blows into town, make it up to your customers by offering a generous rain check. If you’re worried about theft and vandalism, just keep a good eye outside and bring the products inside a little before the close of the day. While your outdoor displays are up, 70

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be accessible to customers and remain an active part of the display. Move around, smile (with your eyes since you’re wearing a face mask!) and wave. If you show interest in them, they’ll be more likely to stop and spend time. Don’t shy away from asking them what they think of your display, and what about it drew them to your store. If the interior of your store is also open to the public right now, invite shoppers inside with the promise of products related to the outdoor display – and make sure the inside of your store visually reflects the display. If pineapples and floral leis decorate your outdoor Tropical Days theme, continue that inside with all staff dressed in Hawaiian shirts. If it’s a Spring Fling, scatter the same pots of daffodils and tulips around inside. Consider extra promotional touches like a raffle or prize draw. After you’ve taken down your display, start planning for next year’s. “While it’s all still fresh in your mind, do a brain dump with your employees

and vendors,” says Jacobowitz. “Look for what worked and what didn’t, so you know what you should do right, next time.” How do you know how successful your outdoor display was? Your customer sign-in list will tell you how many people stopped by, their comments at the time will inform you, employees and vendors will chime in and your computer will indicate sales. Effective outdoor displays do more than promote and sell products, though. The best ones also help you build relationships with customers by demonstrating to them that you care about their participation with your store’s products. In the end, the most important thing your outdoor displays do is send a strong, positive message to customers — one that inspires their loyalty to your store and assures you continued success. Claire Sykes is a Portland, Oregon-based freelancer who writes on a variety of business topics. sykeswrites.com inSpire. inForm. inStore.

Introducing to Canada

www.sdsdistributors.com info@sdsdistributors.com 1.855.821.8777

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Styling by Leslie Groves Photography by Will Fournier

Justfor Kids Our bi-annual gift guide for babies, kids and tweens!

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inStore. Summer 2020

Justfor Kids

Perfectly Pink 1/ Handmade ornament set, $104 retail, Old Country Design, 250-248-6504, oldcountrydesign.com

2/ Organic cotton dress, $22 retail, Carambola, 416-420-3784

3/ Demdaco rattle, $19 retail, Canfloyd, 800-263-3551, canfloyd.com 4/ Cuddle Buddy, $39.95 retail, Warm Buddy, 888-649-0649, warmbuddy.com 5/ Primitives By Kathy box sign, $16 retail, Candym Enterprises, 800-263-3551, candym.com 6/ Vinyl placemat, $5 retail, Harman Imports, 800-363-7608, harmaninc.com 7/ Unicorn bath towel from Mud Pie, $49 retail, Design Home Gift & Paper, 800-663-9950, designhome.ca

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Justfor Kids

1 3

Beautiful Blues 1/ Demdaco Snuggle Buddy, $45 retail, Canfloyd, 800-263-3551, canfloyd.com 2/ Demdaco keepsake box, $27 retail, Canfloyd, 800-263-3551, canfloyd.com

3/ Primitives By Kathy box sign, $26 retail, Candym Enterprises, 800-263-3551, candym.com 4/ Baby blanket, $42 retail, Indaba Trading, 800-746-3222, indabatrading.com 5/ Lead-free pewter spoon, $20 retail, Basic Spirit, 877-245-3821, basicspirit.com 6/ Organic cotton t-shirt, $13 retail, Carambola, 416-420-3784 7/ Wooden sign from P. Graham Dunn, $10.49 retail, Edenborough, 800-265-6398, edenborough.com

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inStore. Summer 2020

Justfor Kids

3 2

Tween Life 1/ Scrunchies, Canadian Gift Concept, 866-411-1043, cgconline.ca

2/ A pail of cotton candy, $6 retail, Chocolate Moose Fudge Factory, 306-692-4647, chocolatemoosefudgefactory.com 3/ Handmade ornament from TAG, $21 retail, Design Home Gift & Paper, 800-663-9950, designhome.ca 4/ Handmade ornament from TAG, $21 retail, Design Home Gift & Paper, 800-663-9950, designhome.ca 5/ Yellow Owl Workshop ring through Paper E. Clips, 800-660-7068, papereclips.com 6/ Bath fizzies from Twoâ&#x20AC;&#x2122;s Company, $25 retail, Design Home Gift & Paper, 800-663-9950, designhome.ca 7/ Two Left Feet Socks through Canadian Gift Concept, 866-411-1043, cgconline.ca

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Windows to the World Store owners use their windows to send messages of hope and support during the COVID-19 pandemic By Andrea Hein

A Primark window in London, England

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s life slowly begins to resemble normalcy, it’s important to remember and honour the positive lessons we’ve learned during the pandemic. Specific to our industry, retailers, whether they were deemed an essential service or not, sent messages of hope, love and togetherness through art. How many houses did you pass which offered a message of hope, whether a sign in the window that said, “Strong together,” or “Stay home, stay safe”? How many metres of sidewalk chalk art did you glide across? How many homemade signs did you see which thanked frontline workers? The messages of positivity

and togetherness were spread through art by people of all ages. People were communicating with art because they couldn’t physically connect with each other. When the only thing we had left was our smart phones, we realised how quickly we miss human interaction. For many retailers, window displays were the only method available for them to communicate with the public while their doors were closed. But instead of staying silent, they took the opportunity to inspire their communities. This ability to inspire and create togetherness through window displays is something we should celebrate and continue long after a vaccine becomes available. inStore. Summer 2020

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Public Domain Coffee shop in Portland, Oregon.

SERVICE WINDOWS Service windows are something that all visual merchandising (VM) students learn about, but don’t often install once they get into the industry. Up until COVID, the only obvious service window I’ve personally seen were Macy’s Christmas windows. Typically, displays as we know them are for promotional purposes, featuring a new product or alerting the public to a sale. Service windows, or institutional windows, are different. They don’t feature products or promotions, but rather convey a feeling or a message to the community or create social awareness for a cause. It’s important for retailers to display their solidarity and to support their community. Creating a window around an article of clothing or a new product is simple, but designing a window around an idea or a feeling takes ingenuity. Heather Mitchell, the former senior manager of VM at Holt Renfrew’s Vancouver location, is known for creating intelligent, thoughtprovoking and creative window displays. Here are her tips for creating a service window:

Shop windows in Warminster, Wiltshire, England

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FOUR ELEMENTS OF A GREAT SERVICE WINDOW 1. Focus on The Message: Really think about what you’re trying to communicate and make sure that message is clear to your audience.

2. Chose a Theme: Select a theme that supports your message. If your message is “positivity”, choose a strong, bold colour palette to convey that message and make sure all your props and signage are reflective of that theme. 3. Backdrops & Lighting: Bad lighting can break a great window and great lighting can enhance a mediocre window. Consider hanging a dowel with fabric as a backdrop if you have an openbacked window. This will help your window “pop” by blocking out the store in the background. 4. Get Creative: Designing on a budget is always tough, especially where signage is concerned, so get creative! Use paint on glass, bring in chalkboards, string, reusable letters or place messages in old tv screens to really grab your audiences’ attention.

Andrea Hein is the coordinator of Conestoga College’s Visual Merchandising program as well as the owner of Andrea Hein Occasions which specialises in custom décor for various sports clients including the Buffalo Bills. She began her career at Walt Disney World and has worked for both boutique and big-box stores. inStore. Summer 2020

wholesale.louenhidenorthamerica.com contact@wholesale.louenhidenorthamerica.com 1-866-338-6924

TOP FIVE

Fashion Trends

Large silver hoops from Fab Accessories, fabaccessories.com

The Hottest Styles to Stock This Season

By Sonia Audet

s always, the change in season welcomes a slew of new trends. Easy-to-wear styles, like hoop earrings, knit sweaters and chain link jewellery, alongside brightlycoloured handbags and heirloom pieces, are popular this time around.

TREND #1

TREND #2

With so many iterations, sizes and textures, all shoppers can find a pair of hoops to suit their personal style and taste. Thick, dramatic, tubular hoops are a front-runner this season because of their simplicity and versatility – they can be worn with jeans and a tee or dressed up for a formal occasion. Supersized, thin hoops are having a moment right now as well. These are less for everyday-wear and more of a statement-piece. Whatever their preference, now’s the time for your customers to ditch the studs and try out some hoops.

Handbags won’t be hard to miss this season as they’ll be bright and colourful. Black and muted tones are out and a kaleidoscope of colours are in, from emerald green to eye-popping tangerine and dusty blue. These statement pieces are best paired with neutral elements.

Hoop Earrings

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A colourful handbag from Caracol, caracol.ca

Colourful Handbags

A bold pink bag from Jeanne Lottie, jeannelottie.com

inStore. Summer 2020

TOP FIVE

Fashion Trends TREND #3

Cozy Knits Cable knits, classic turtlenecks and cardigans will remain popular, as will oversized knits, in muted palettes. The trend is in large part due to the COVID-19 pandemic which has resulted in a comfortable work-from-home attire which is still appropriate for an impromptu video call.

TREND #4

Chains

A cozy knit sweater from Pokoloko, pokoloko.com

Many fashion outlets have deemed 2020 the year of the chains. While chain link jewellery has been in the spotlight for a while, this year weâ&#x20AC;&#x2122;re seeing bigger and bolder chains. Chunky, oversized necklaces, bracelets and earrings are all the rage, and chain link elements can also be found on handbags, belts and sandals.

TREND #5

Heirloom-Inspired Income loss as the result of the pandemic has caused consumers to look inside their current jewellery box for inspiration â&#x20AC;&#x201C; and low and behold, whatâ&#x20AC;&#x2122;s old is new again. Large signet rings, vintage pendants and lockets not only look striking, but also often have a deeper meaning to the wearer. With people feeling more connected to family right now, heirloom-inspired pieces will continue to be in demand. Sonia Audet is an editor with the Mode Show. mode-accessories.com

inStore. Summer 2020

Signet rings from House of Jewellery, houseofjewellery.com

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19:54

CMY

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socksmithcanada.com

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solmatecanada.com

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Advertise where your products will be seen. TM

Advertise in our next issue! 905-690-0492 ekirkland@ instoremagazine.ca

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BASIC SPIRIT Handmade in Canada!

www.basicspirit.com | 1-877-245-3821 BasicSpirit_Summer20.indd 1

2020-07-04 5:46 PM

Hand Painted fridge magnets by amazing Canadian women. FUN, whimsical and tactile. Motivational and Inspirational making them wonderful gifts . Visit our website to see the full range of our line.

6860 PaciďŹ c Circle, Mississauga, ON L5T 1N8 www.stargazeroriginals.com 905-670-3346 SHOP OUR WAREHOUSE

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www.eachanoriginal.com

1-800-490-9445

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inSight Barbara Crowhurst

The New Normal

t’s not likely that store owners will see preCOVID foot traffic patterns or sales volumes anytime soon. The reality is that the business of selling gifts has changed – a lot – and will continue to shift and evolve. To be competitive in this new environment, independent gift retailers should focus on the following:

INVENTORY ADJUSTMENTS

Chances are your customers have a new frame of mind. Do they still want or need the same items they bought before? What can you add (or subtract) from your inventory selection? Are there opportunities to bring in a new item or category?

ONLINE SHOPPING

Retailers who are further down the path of digitally transforming their business to meet customers both instore and online will be better equipped to handle further business disruption if a second wave of COVID-19 – or any other crisis – comes our way.

DATA COLLECTION & ANALYSIS

Having access to, and being committed to reviewing and utilizing customer contact information alongside their buying profiles (i.e. what they buy, how much they typically spend, etc.), in combination with inventory analyses, will ensure you’re selling products that your customers want and which are contributing to your bottom line in a positive way.

EMAIL MARKETING

Email remains the highest direct-sale conversion tool available. Make the effort to send out an email newsletter every week – at a minimum. Grab readers with a call to action – i.e. “Buy Now” – and then give them a direct path to purchase, whether that’s a hyperlink to your website or the direction to call the store to order.

SOCIAL MEDIA

According to research, nearly 60 percent of North American adults use social networking sites. If you are pretty sure that most of your customers are using Facebook and Instagram then post on those two sites. www.instoremagazine.ca

WHAT’S NEXT FOR RETAIL?

Focus on videos and curated content on Facebook and post high-quality photos, quotes, and stories on Instagram. Both platforms offer product tagging options which allow you to sell directly through Instagram via a shoppable page and through Shopify on Facebook.

VIDEO SHOPPING EVENTS

Facetime, Zoom and Skype are all platforms which afford stores the ability to host virtual shopping events along with private virtual consultations for groups or single customers. It’s important for store owners to be the face and voice of their store so be prepared to be in front of the camera. I recommend using Facetime for private shopping events. Be sure to tell customers that this service is available to them and explain how they can book a time to shop with you virtually. For group shopping events, Facebook, Zoom and Skype are all platforms stores are using. Events should be announced and promoted days in advance. Organize the products you intend to promote and number them. It makes sales much easier. Remember, the more enthusiastic you are, the higher your sales will be. Tell viewers exactly how they can buy the items - either by calling you at the store or going on your website and completing the transaction there. Barbara Crowhurst is a business coach and store designer who works with clients around the world. www.retailmakeover.ca inStore. Summer 2020

inForm CanGift Connects

Supporting Independent Retailers By Anita Schachter

hile the world of retail has changed immensely during the COVID-19 pandemic, our commitment to connecting CanGift members to retailers has not wavered. We are taking every opportunity to support the businesses we work with in new and innovative ways.

We recently created two programs to help bridge the social distancing gap between suppliers and retailers. One of the most exciting projects we’ve launched is the ‘Buy the Way, Keep it Local’ campaign aimed to support independent retailers in Canada. Our goal is to feature as many retailers as possible on the Instagram account @keepitlocalcanada for the next year. The commitment we’re making to our database of retailers also includes a digital logo for them to use on their website and social media accounts, retailer roundtable webinars to provide insight on the current state of the industry, and incentives from CanGift members awarded directly to retailers to assist with business challenges. We encourage you to follow the Instagram account and join the movement of keeping more money in our local economies. Retailers who would like to learn more can contact our team at registration@cangift.org.

inStore. Summer 2020

We recently created two programs to help bridge the social distancing gap between suppliers and retailers. The CanGift Community Blog (cangift.org/blog) is a fantastic resource for retailers searching for new products and initiatives from wholesale companies. The blog also includes business tips and details about must-see webinars hosted by CanGift. The second program you can tune into is Let’s Go Live on the @cangift Instagram account. Our chief marketing officer, Nicole Hilton, is hosting one-on-one Q&A’s, product features and showroom tours with CanGift members to give retailers the chance to see new products and connect with companies in realtime. You can watch all our sessions to-date on our IGTV. Lastly, our team is working hard to provide alternative online programming due to the cancellation of our August markets. We encourage you to stay connected with us to learn more information about this exciting project that will keep you on the cutting edge! We will certainly miss you at our in-person markets this summer and anticipate seeing you when we can all come together safely to shop the spring 2021 collections. Submitted by CanGift President & CEO Anita Schachter on behalf of the association’s board of directors. For more information about the association visit www.cangift.org.

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