Mining for Apparel Sales Gold

Trends in Apparel and Accessories at Apparel Stores

Some trends, like neutral colors and wider-legged jeans, are evident at boutiques across the country. But others are specific to a region, a neighborhood or even a subculture.

Take Monster-A-GoGo, a Gothic boutique in East Los Angeles, where there’s been an uptick in capes and pumpkin merchandise even after Halloween. “It’s Halloween here every day for our customers,” explained Michelle Ghoulmore — yes, that’s really her name — who has owned the 600-square-foot store for nearly 10 years.

As you would expect, black is always the most popular apparel color at Monster-A-GoGo. But orange, a hot hue this year, has been surging due to an uptick in pumpkin wear. Pumpkin themed capes have flown off shelves, along with bat, devil, and other horrorinspired motifs.

Another top seller lately is merchandise related to the TV character Elvira, Mistress of the Dark, portrayed by Cassandra Peterson. Fans of Peterson’s recent book, “Yours Cruelly, Elvira,” have been snapping up graphic T-shirts and purses based on the character.

Ghoulmore keeps on top of the horror and pop culture scenes, so her customers know they’ll always find something new. “People come here not just to buy stuff, but to see their favorite horror icons, and also for there’s also maroon and khaki in the mix. To accessorize the look, Zumiez shoppers go for so-called “Dad” hats and perennially best-selling crew socks. “Stickers are also a big thing here; we have some really fun ones,” Bosse observed. “Just about every purchase includes a sticker. You might slap them on your skateboard, on your car — it’s that punk rock style.”

In East Los Angeles, the Westwear stores cater to a largely Latino, sports- and skate-oriented clientele. Streetwear is both the style and even the name of a popular brand here. “I’m from a Mexican family, and we have a way of dressing — a distinct style,” explained Manager Gerardo Leon . The typical look, he explained, is “Levi 501s, a white T-shirt and a Dodgers hat, maybe with Air Maxes. That’s LA.”

“I’m from a Mexican family, and we have a way of dressing — a distinct style.” The typical look is “Levi 501s, a white T-shirt and a Dodgers hat, maybe with Air Maxes. That’s LA.” the community,” the retailer noted.

- Gerardo Leon, Westwear, East Los Angeles, Calif.

Hip hop is always in vogue at Zumiez, a retail chain that specializes in street wear. “Our customer is very brand loyal,” said Will Bosse , manager of the Zumiez mall store in Las Cruces, N.M. Favorite brands include Cookies, Vans, Nike and Champion.

The streetwear look favors dark colors like black and charcoal gray, accented by neon brights; this year,

As Leon’s example shows, branding is important to Westwear customers. Shirts and hats with sports team logos go over big. “Since the ‘80s, I’ve seen the same black and gray Raiders hat and the blue Dodgers shirt,” mused Leon. Basic styles with punchy graphics sell year in and year out, along with a pared down palette of black, white, navy, gray and Dodgers blue. “And much as we don’t like to accept it, gang colors do have an impact on the colors customers want or don’t want to wear,” Leon added.

Westwear has prospered by catering to those customers. Its two stores, averaging 900 square feet, bring in new merchandise but stay true to the formula. “We try to do something for the guy who’s a sports fan, who likes the home team, and also the guy who is into graffiti, into art, the Mexican lifestyle, tattooing,” Leon