CALL TO ACTION:
closing 2020 and new beginnings

Times continue to be challenging in 2021, as they have been for the past year now, requiring great adaptation skills on behalf of storeowners and operators, no doubt. Yet, amidst the inevitable turmoil, what shines through in the industry is continued dedication and passion, problem solving abilities and creativity to keep the business running and provide up to standard service. Let’s analyse what the present situation has entailed for stores in the US and Canada and how they are responding in the face of such a demanding situation.

FACING THE MOMENT

Throughout North America, as in all countries around the world, in 2020 stores mobilised to adhere to government and state regulations concerning the measures to be taken to curb the pandemic. This has inevitably varied from region to region, causing some stores to have to shut down for up to three months and others to continue business almost as usual, while applying the necessary health precautions of course. Despite the fluctuations of the pandemic, stores have been very active in finding strategies to ensure continuity of operations. Translated in numbers, 46 % of stores interviewed stated that they were continuing normal business activities; 49% told us that they had limited their business activities and only 5% had temporarily suspended business activities. No store reported they would be permanently stopping business although some companies did see themselves having to close some of their locations.

DIGITAL PRESENCE SKYROCKETS

Undoubtedly the major change in operations has concerned the exponential increase in technology. It comes as no surprise that the great majority of stores across the panel, an impressive 88.%, stated that they had increased their digital presence over the last year. Besides enhanced websites, channels used to do this mainly include social media: Facebook, Twitter, Instagram and Tik Tok. But also increased digital marketing campaigns, a wider use of newsletters via Mailchimp, Yelp, Google advertising, Shopify, geofencing, upgrading SEO, blogs and even the opening of a Youtube channel.

E-SHOPS OR NOT

While increased use of technology was a foregone conclusion - a trend which was already in motion and which the pandemic merely accelerated - the real dilemma stores found themselves facing was whether to move a consistent part of their business online and invest energy and resources on the creation of an e-shopping platform. While 41 % of stores answered that they had already set up an e-shop before the pandemic outbreak, 27 % said they had done so recently, 14 % were working on it while 18% of the panel said they did not consider it useful. Of those who were already equipped with e-shops, an increase of offer online seemed like the most logical step, while for stores that had been thinking about it, no moment seemed more appropriate to spring into action.

Ann Picciuto of Glamour House Intimate Apparel commented: “This effort required lots of work but was definitely the right thing to do.” And while a segment of stores keep their ground refusing to make this change, the general feeling across the panel is that while on line sales is not always the ideal situation for small retailers and our specific sales service, circumstances do require it. “ We're never going to compete with big online stores who pay top dollar for SEO optimization, but we hope to encourage locals to shop with us online,” said Katherine MacLauchlan of La Pêche Lingerie. And in more than one case foresight has paid off: “I am thanking my lucky star for opening our online store and investing in growing it for the last 5 years,” told us Liliana Mann of Toronto’s Linea Intima Lingerie.

USING THE DATABASE

In view of an accelerated transformation of business tools which circumstances are demanding, an always up-to-date client database could be one of the major keys to generating a consistent flow of interest in store offer and strengthening those valuable communication ties between owners and customers. Our research showed that a staggering 95% of stores on the panel kept a database of their clients while the remaining 5% were working on it. Now seems to be the time to make the most of all the painstakingly collected information and put it to good use to boost business and make loyal clients feel that they will not be missing out on new arrivals and old favourites.

IN PERSON SAMPLING

The pandemic period has inevitably affected the vendor-store owner relationship as well, as in person meetings have become increasingly complex where they have not been suspended all together. To that end, we asked out panel how important it was for them to be able to meet in person with vendors to view sampling. 31% of stores replied they considered it essential, 43% useful, 20 % relatively useful and 6% not necessary.

When asked to specify the reasons for their answer we assessed that almost to unanimity the main reason was to be able to touch the products. Respondents, who could specify multiple answers, also stressed the social aspect of in person sampling with 44% indicating it was the pleasure of meeting and sharing that was important to them and 43% considering it was useful to strengthen the relation of trust established with vendors. Of our survey panel 15% also believe in person sampling is helpful when it comes to agreeing on business terms. With unity and collaboration being key words in these complex and unpredictable times, the survey definitely conveyed good team work was being carried out between stores and brands, with practical mutual support being provided where possible and the overall propensity on both sides to find ways of meeting each other half way.

In the words of Patricia Platt of A la Mode Intimates: “Vendors have been working hard to keep things moving smoothly, offering discounts, zoom meetings, sending samples of product - we truly appreciate all of their hard work and assistance to us .” If circumstances do not allow for a complete return to normality in the near future vendors will certainly have to turn to stores to understand what method of viewing samples is more effective to them. Sonja Beallis of Bare Moxie suggested: “Some of our vendors have opted to forgo printing seasonal catalogs with their offerings - pulling up their systems on our laptop for a customer who wants to see a style/color we are not currently carrying - or a "seasonal color" coming soon is cumbersome; we need the full-color printed ads back (at least for those stores that prefer that option)”.

FARING THE WEATHER IN 2021
At The Best of Intima we want to believe the worst is over. We want to look at 2021 with a renewed sense of optimism and awareness, taking what we can from the uphill path we have all had to climb over the past 12 months. Specialty stores have on their side that they offer much more than just a product through their services; their advice, support and affability are often invaluable to customers who are glad to give back during tumultuous times.

Hollis Kitchin of Bustin' Out Boutique, Juneau wrote, “It's been a challenging year but we're very happy that our local community has been there to support us during this time.” What lies ahead in 2021 is as yet prevalently unknown, and constant “adjustments” will certainly be the watchword. In the words of Brandy Ornelas of 4 Real Intimate Apparel, Las Vegas, “Every store and its clientele are different and we all need to adjust accordingly. Try something new, even if it didn't work a year ago. Our environment is ever changing.” A thought shared by Vasilia Panagakos of Avec Plaisir in Toronto, “ You have to be able to adjust to recent circumstances and work harder than ever.” Unity of all industry sectors is paramount if the storm is to be fared successfully: “Lingerie boutiques are such a small and specialized niche, which makes it all that much more important that we band together during these trying times.” stated Nicky Waters of La Femme Dangereuse, Woodbury. We cannot turn back time, but despite all the hardships and uncertainties, in their final comments stores were inclined to look on the bright side where possible and not focus on the negative aspects of all that has happened. In the words of Carla Mackie of Uplift Intimate Apparel “2020 has been a way to look at my business from a different lens. I probably wouldn't have taken the time to build a website without the shutdown. Now, we are planning on expanding, enhancing, and moving the website to a new platform”. On the same note Liz Steinfeld of Liz Steinfeld Lingerie declared, “ Looking forward to how the lingerie business will evolve after this pandemic. Will people come back to be fitted for a bra or will it become more computerized like so many other business have become?” As we look on it appears evident that the industry will have to keep acting with all players in support of one another, taking into account that changes will continue to be required. However, the auspice for 2021 is best expressed by Jenette Goldstein of Jenette Bras “We so look forward to the time we can all be together again in the real world!” …And so do we.