Fashion Square Still a Choice Location, Despite Downturn

While the economic downturn has prompted some shopping malls across the country to more aggressively court local businesses to fill empty stores, at local businesses have long been part of the shopping mix.

“The majority of our shoppers live in the community,” said Fashion Square’s marketing director, Juliet Mothershed. “We have loyal local shoppers who visit us an average of twice a month. Seventy percent of our customer base is from within a five- to eight-mile radius.”

That local atmosphere makes Fashion Square, with its approximately 125 stores, a great place for local businesses, Mothershed said.

Shawn Tamjidi, co-owner of Go Green Auto Spa, gogreenautospa.com, which opened in the mall about a year ago, had looked at various street locations for his low-water car wash but felt he would have to build foot traffic and awareness of his business on his own. By locating in Fashion Square, he could tie into the already existing foot traffic and take advantage of the fact that the mall’s advertising would help raise his business’ visibility.

“Plus, the mall has a captive audience,” Tamjidi said. “It’s inconvenient to go to a separate place to wash your car. Here, you can do so many other things while your car’s being washed.”

Tamjidi previously ran health clubs, but realized that in a down economy he needed a more essential service business. He hit upon the car wash and made it environmentally friendly by using a small, spray pump to hand wash cars using only one-quarter of a gallon of water per car.

He and co-owner Matt Jefferson say they also appreciate the support their new business has received from the mall.

“It’s really been a team effort,” Tamjidi said. “It’s very refreshing. I’ve dealt with landlords in the past and [Fashion Square] is by far the easiest.”

For Jacqueline Jarrot, Fashion Square was her choice to start a business in 1987, when the mall was still open-air, rather than enclosed.

“Foot traffic translates into more sales, and there’s more foot traffic in a mall than on a street,” Jarrot said.

Jarrot’s mix of clothing, gold jewelry and accessories, such as handbags and belts, was a relatively new concept in the 1980s, and she soon expanded to other locations in Los Angeles, Glendale, Las Vegas and Texas. Her stores also got a boost when celebrities began wearing some of the jewelry and apparel she sold. However, with the economic downturn, Jarrot has had to close most of her stores. She sells online (jacquelinejarrot.com) but has kept her original Fashion Square location.

“It’s my little baby,” she said of the Fashion Square store. “I can’t get rid of this one. I have a lot of customers in Sherman Oaks.”

The Shoe Doctor, Harry Chivchyan, is also a longtime Fashion Square tenant, having been in business there for nearly 13 years. Although his shop doesn’t have a website, Chivchyan created a series of YouTube videos in 2008, demonstrating how to repair and shine shoes. To view a video, click here. 

He previously ran his business in downtown Los Angeles, but said he prefers the mall. “It’s small, I’m close to my home, I get more business, I’m happy here,” Chivchyan said.