Attracting Young Customers Without Alienating Others

AsktheExpertsQ: I have a traditional men’s clothing store, but a couple of years ago I started adding more inventory to attract younger clients. Now, these younger, slimmer styles are far outpacing my traditional business.

How do I keep attracting younger customers without isolating my older clientele (many of whom I have long-term, personal relationships with)?

A: Now that is a good question. Are you selling these more modern styles to the current customers or to new customers? Our research tells us that in most cases a majority of sales are to current customers.

But, to really figure it out, you can establish tracking classes for both traditional and modern silhouettes and then plan accordingly. It sounds like you’re following the general trend toward more modern styling, which is great. Also, remember that many of the older clients value your relationship because you guide them forward into new fashion.

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avatar About Steve Pruitt

Steve Pruitt is founder and Senior Consultant of Blacks Retail Analysis and Blacks Consulting. With over 30 years of experience, Steve is one of the most respected merchandise analysts in the industry. His specialty is apparel merchandising and he has worked with clients in every sector of this category. Steve’s approach is highly customized; he tailors his analyses to the particular needs and market of each client. His work ties together the merchandising piece of the business with the client’s overall financial goals to increase sales and streamline operations. Steve is also a trusted general business consultant, known for his ability to help retailers plan growth and manage change.
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