Small, independent fashion destinations across the country are hitting a new stride thanks to their hyper-personalized, impactful approach to selling. Stores of all sizes can learn a thing or two from it.
show is about to start. We're not in New York City, or even at fashion week, but in Charleston, South Carolina, and seated next to a smattering of the editors you might expect is a row of women dressed head-to-toe in the New York label.
, local but impactful fashion boutiques like Hampden — that sell luxury fashion through a regional lens and bring a level of personalized attention to interested shoppers that would otherwise be relegated to purchasing online — are hitting a new stride. The models for Proenza Schouler's Charleston show with Hampden Clothing, with designers Jack McCollough and Lazaro Hernandez.Prioritizing relationships with shoppers and key brand partners, plus taking a minute to streamline their designer roster and sharpen their retail perspective, has paid off for these luxury-focused shops spread throughout the country. For a number of them, a break in business served as an opportunity to reset and refocus.
Part of that efficiency meant revisiting relationships with brands and tailoring purchases to clients' needs. Rather than going the route of selling only sweatpants mid-pandemic, though, these boutiques found ways to address their customers while retaining their identities.
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