Let's Not Talk About It

There’s a cartoon circulating, it’s in syndication, and it perfectly captures this moment in time: Two women are walking down the street past shop windows where there are all these percentage-off signs prominently hung. They’re stopped in front of a dress shop where there’s a big graphic that says, “Everything 80% to 90% off.” The bubble over the one woman’s head says to the other woman, “I don’t know, I think I’ll wait till it goes down some more.”

Stock is being reduced everywhere, granted, at times so low that it’s an incentive for even the stingiest of us to reach into our pockets...but rest assured, the market has pretty much bottomed out. Consumers, like trained chimps, have quickly learned that paying full price for anything is ridiculous. Maybe Macy’s will start offering bananas with purchase to lure us back in.

Retailers don’t want to talk about the economy. We know you are bleeding. Yet, they invariably send out these rosy statement letters that indicate everything is okay, or will be, from your mouth to God's ear. Retailers are trying their best. I’m certain they are, but at times, it seems like retailers are talking about everything except the problem. They talk about eco-consciousness, reducing the carbon footprint, transparency, branding, pandering, bloggers slandering, importance of design, being kind, being green, being lean, and catering to teens, smart design, store design, and even de-signing the signs, the country of origin, their margins, affordable luxury, customer service, shopping as an experience, shopping as a destination, visual merchandising, catering to demographics, social awareness, social consciousness, Internet presence, the global market, giving back to the community, relevance of product, regionalization of product, establishing a unique voice, and can I ask you your zip code for our records? It’s all smoke and mirrors. It belies that the economy has changed us, changed our behavior and altered the way we shop and what our expectations are--but let’s not talk about it.

Retailers are running around like Iccarus with his wings on fire. Calm down and take a deep breath. We applaud you for your valiant efforts. Give yourself a big pat on the back. We’re still shopping, just not so much. Our closest are full from years of wreckless spending. Our credits cards are maxed out. While the national economy is perilous, there are no breadlines; (yet he says cautiously) by the way, Macy’s did very well during the Great Depression, as did many of the great American department stores, but let's not talk about that.

America is getting by on less. The pendulum has swung the other way. Internet sales on shopping sites appear not to have dropped dramatically. eBay is selling second-hand clothes as “gently worn” and “recently loved.” Sales are re-sellers (vintage and second hand) are doing very well. The home sewing community is gathering steam; people are learning how to make things for themselves. In fact, I’m one of those people. I made a winter overcoat out of an old ivory colored Pendleton blanket. It’s a dream. Those who are not “crafty” are buying small run items on sites like www.etsy.com.

Some retailers like Martin + Osa encourage customers to bring in their old clothes for donation to the Good Will and Salvation Army. Other retailers are willing to buy back clothing for a store credit, so that discount shoppers can buy last season’s jeans and tops at a fraction of their original price.

So let’s talk about it, let’s look at the economy. Let’s be real. Let’s be candid.

--Ron Knoth, Guest Blogger

Comments

[Hdtex]

Sorry...wrong blogger.

[Hdtex]

Is this the same blogger that 4 months ago extolled the virtues of 30.00 dollar german socks?

[Ron Knoth]

Dear Bruce,

Thanks for the blogging offer I may take you up on it. And I'll extend the same to you on my website www.thebespokenfor.net

That being said, I think there are infinite ways for retailers to innovate, start a consignment section, start a used, i.e. "previously loved" section, start a barter section, start a customer wish list, and ask customers what product you don't have that they want to see in store, offer something completely out of you cachement, if your a clothing retailer, start a tailoring or dry cleaning section, or sell fabric so that customers can design it themselves in your tailoring shop.

Don't play it safe. When I need product inspiration I go to www.designspotter.com where I see great product (at all kinds of price points) that I'd love to see in store like "Link Mugs", "Anti Theft Lunch Bags" or the "Art & Fato Chair" Retailers need to offer customers something DIFFERENT. We're sick of the same old thing.

[Ron Knoth]

Dear Renee,

I don't have any great advice. The answer may be simply to adjust according to the given situation. It sounds like you have. We live in a world full of "stuff" and there's something to be said for living more simply, with less.

PS: I live in the city so a chicken coop is out of the question, but I think of my grandmother who lived through the Great Depression and the rationing of the war years, and she managed. So I do similar kinds of ad-hoc things to make my ends meet like make my own butter, as a way to eat healthy and save a little bit of money. By the best way, I make the best butter in New York City.

[Renee]

This is the gospel truth! I agree 1,000% with everything here. I was already shopping second-hand before it became chic. I was buying generic when all my friends were still shopping brand name. We already went to garage sales and 90% off clearance for last 10 yrs.

What do you do when you are already doing all those things they say to do to save money? No one can seem to offer any further advice. I guess I'll start making my own cheese, clothes and buy a chicken coop? ha

Thanks for your article, it's a good one!

[Bruce Sanders]

I'm finding that customers are understanding, and even supportive, when a retailer clearly communicates that the current economy is indeed making a difference in operations. When following my recommendation to cut back on stocking less profitable products, some retailers end up with a few empty shelves or unfilled racks (http://rimtailing.blogspot.com/2009/05/cut-back-on-stocking-unprofitable.html). This doesn't look right to them (and, Ron, with your eye for design, I welcome your comments here or on my blog as to how the operator of the small to midsize retail business can lessen the problem). But my sense is that while in usual times, light merchandising would be seen by shoppers as a projection of failure, now empty shelves are seen as a projection of empathy.