Boutiques get creative for recession survival

By Tiffany Melanis
Edited by Johnny Dickerson

Like other Columbia boutique operators, Denise Stahl has become more inventive to better compete with department stores and survive in this economy.

The manager and buyer at Bohemian says that through social media she's reaching more customers and offering them discounts. For her customers, it means more affordable and trendy shopping in an exceptional Five Points store.

Stahl says that, starting a couple of years ago, Bohemian was the first Columbia boutique to try and use Facebook as a marketing tool.

Bohemian lists designers and the prices of clothing so people can know if it's within their budgets, something many other boutiques don't do.

Stahl says Facebook sparks curiosity and attracts people. Some are looking for that one special thing they might have spotted on Facebook.

"It's our way of just trying to constantly stay on customers' minds," Stahl says. "It's kind of personal too."

Some department stores, like the anchor stores at Columbiana Centre, include a level dedicated only to boutique brands such as Seven For All Mankind, Joe's Jeans and BCBG Maxazria, making it harder on small retailers operating on a small budget.

"Department stores like Belk and Dillard's have been picking up a lot of those brands we used to rely on," Stahl said. "So we had to just bring in more brands, brands department stores wouldn't have, to give customers a reason to come in."

Retail analyst and University of South Carolina professor Sallie Boggs says small retailers must develop ways to stand out and create a unique image to have a competitive advantage.

"If department stores carry basically the same brands and offer the same services, it becomes difficult for boutiques to keep up," Boggs said. "Department stores are usually in malls, so there is a bigger pull or draw for the consumer, plus a larger selection of merchandise."

Boggs isn't convinced that this battle is a David and Goliath story, because she doesn't think that boutiques are going to bring down the major department stores. But she does think boutiques can hold their own in this economy if they focus on what they do best, which is provide unique brands and exceptional, personalized service.

And customer service seems to be one thing boutique employees pride themselves on.

Carol Hilton, manager of the boutique 2G's in Five Points, says she knows her store and every piece in it – because she personally put it there.

"People know you and you're just part of the neighborhood," she said.  "When I'm in here working and helping people, I feel like I'm shopping with my girlfriends."  

Elizabeth Shuler, buyer and manager of Mary in Five Points, says her boutique prides itself on knowing its customers and merchandise. She says that once customers come in and realize that, they'll be hooked. She also uses social media to connect with customers and bring them in to shop.

 "Facebook is definitely helping business and serving as a website for us," says Shuler. "We keep it regularly updated with events, sales and updates on merchandise."

 Shuler says for Mary, Facebook isn't the only way of spreading the word.

Customers can text "MARY" to the number 74679 and receive text message updates about new arrivals and sales.

"This is just another way for people to keep up with us and for people not in the Facebook network to get a deal," she said.

Some customers say they still enjoy the experience of shopping at a boutique, despite the recession and higher prices.

Annie Thigpen says she shops at department stores for basic items like socks. But when she needs a new outfit, she knows she'll find what she's looking for at the boutiques, at a price she's willing to pay.

"They'll give you a discount for being a student or being a part of a certain organization, " Thigpen said.

Katherine Fehring sees advantages in both types of shopping.

"The boutiques I go to, I have a personal relationship with the owner, so it's easier because she'll pull things for me," says Fehring. "But on the other hand, if I don't know someone in the boutique, I rather go to a department store."

She said she enjoys occasionally shopping in the mall, but the convenience of having boutiques in her neighborhood draws her to those too.

"Department stores are easier for running in and running out, but when I want that personal feel I'll go to boutiques," she said.

Emily Ranieri, a Dillard's sales associate, says customers can get good service and boutique brands at better prices by shopping at department stores.

"In the Dillard's men's department, some labels are considered Dillard's store brands, such as Roundtree & Yorke," Ranieri says. "Brands considered to be ‘high-dollar' are marketed in a boutique-ish fashion."

She says that the boutique-type departments have some of the highest shopping traffic, even though clothing there is more expensive.