WHAT'S THE STORY
T h e Wow Fac to r
THE BOUTIQUE’S FINEST MOMENT The connection between customer and retailer in individual stores has never been closer. These stores are, after all, an excellent compass in the “anything goes” fashion universe. Instead of following a specific trend, women prefer to wear what reflects their personality. And the retailers? Their orders are more accurate than ever. Retailers have learned their lessons from many weeks of closures and “Click & Meet”. Text: Nicoletta Schaper. llustration: jamesbin/stockadobe
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t is Tina Doblinger’s first day off in ten weeks. She and her team have been working flat out for the last few months – be it on site in her two stores By Tinas and Optimismo, or on Instagram and WhatsApp. “A much more intensive customer relationship has developed, even online,” says the retail expert from Gröbenzell. “I have learned so much, for example that photos are not enough. I need to include a message in the videos to ensure that the people out there can get to know me better. The great feedback from all over the world has shown that I can reach them everywhere with a personal approach, even in Dubai!”
THE POWER OF PERSONALITY
This is the hour of the owner-managed boutique, which can now impress with proximity and intimacy. Many retailers have literally stepped into the spotlight to address their customers even more proactively – with success. “We sense a new appreciation,” says Karin Wirth, who runs Carina Fashion in the South Tyrolean town of Kaltern with Brigitte and Marialuise Andergassen. “We offer our customers comfort fashion – not too elegant, not too sporty. They feel accepted by us, no matter whether they are size 34 or 48. People who buy from us don’t usually buy online.” Angela Krull displays enormous flexibility for her store Krull & Co Fashion. “We have gone out of our way in every way possible to provide customers with the service they desire.” This has sharpened her sense for her customers’ fashion tastes even more: casual-cool pieces by American Vintage, Lala Berlin, and Nili Lotan. All items 134
style in progress
