IN STORE
Cosy and inspiring: Dresscode by Martina Schormann aims to make everyone feel at home.
DRESSCODE BY MARTINA SCHORMANN • DETMOLD
THE HUMAN ELEMENT IS ESSENTIAL
Photos: Dresscode by Martina Schormann
M
artina Schormann recently launched Dresscode’s online shop, with technical support provided by her young colleague Judith Forster. “It felt like a mini IPO for me, I‘m still brimming with adrenaline,” Schormann laughs. “The popularity of the online shop is incredibly inspiring. I learn something new every single day.” Schormann plunged into self-employment with her own boutique 13 years ago, enjoying mounting success ever since. “I suspect the reason is that I enjoy cultivating customer loyalty,” muses the Detmold native. She determines the approach within her small team, but, other than that, each staff member is free to express themselves. She demands the highest standards of herself, always contemplating new ways to inspire. This is what turns staff and customers into real fans. “We invite everyone to experience the feel-good atmosphere of our store, offering a delicious beverage and individual advice,” says Schormann. “We treat everyone as a regular customer.” Her product range is primarily wearable and for everyday use. The looks are meant to suit many occasions. The feminine is given a casual twist: a pair of 10Days pants combined with a non-iron Janice & Jo blouse, or a playful Tonno & Panna dress combined with an FTC cashmere jacket and Copenhagen sneakers. “We also enjoy surprising our customers with small, new brands. These days, however, I believe it is more important than ever to find companies willing to collaborate with us on equal terms. The human element is essential.” At the latest since last year, Schormann’s human interaction is no longer limited to the store. She writes a charming message to a WhatsApp group of her regulars every morning and regularly posts on Instagram. “Tina, my day starts with you,” a customer recently told her. “The feedback and appreciation we receive on all channels is unbelievable. I am really touched by it.”
Dresscode by Martina Schormann Unter der Wehme 12, Detmold/Germany www.dresscode-detmold.de Opening: August 2008 Owner: Martina Schormann Employees: 4 Sales area: 100 sqm Brands: among others AGL, Articles of Society, Colmar, Copenhagen Studios, Drykorn, 10Days, Espadrij, Eva Mann, Fil Noir, FTC, iheart, Ilona von Preuschen, IQ Studio, Janice & Jo, Penn & Ink N.Y, Pur Schoen, Tonno & Panna
Martina Schormann (left), Simone Walter, Corinna Landwehr, and Pepper the dog are team players.
style in progress
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