Hinsdale Retailers Share Survival Strategies

Despite the tough economic times, Hinsdale has seen a significant boost in sales over the last three quarters, according to Tim Scott, community economic strategist for the village of Hinsdale. This is due, in part, to retailers taking proactive measures to ensure the survival of their businesses.

In a time when shoppers all over the country are being more frugal, many businesses that sell luxury items have been forced to close their doors. Hinsdale Furriers, however, came up with a solution that they felt would benefit their long-term customers, as well as bring in new customers. The store began to accept pre-owned furs that it would sell at a discounted price.

"In this way, we are helping our long-term customers purge their closets, and allowing customers that wanted a new coat—but couldn't afford one— to be able to get a fur," said Susie Duboe-Bryant, owner of the store that has been operating in Hinsdale since 1952. Duboe-Bryant also decided to open a second business, which carried merchandise that complemented her current inventory. "We opened a resale formalwear shop above us." She said "People looking for formalwear could possibly also want a fur coat, so this was a good way to cross-market."

Jeanie Janes, owner of Schoen's clothing store, decided to change her inventory to minimize losses. "I had to suspend overstocking my store with products that I would eventually have to reduce," said Janes. "I abbreviated my inventory to select vendors, eliminating career and dressy apparel to meet the consumer demand."

Janes added that she also features apparel for three different demographics and offers loyal customers the choice of any complimentary t-shirt after a tenth purchase from one of the store's exclusive designer brands.

Steve Potter, owner of Hinsdale Clothiers, took the approach of highlighting the aspects of his business that he knew had brought him repeat customers. "We find that our clientele appreciates Hinsdale Clothier's for style advice and our customer service, so we've been highlighting our wardrobe planner service, which helps coordinate suits, shirt and ties," said Potter.

Potter also introduced a new line of made-to-order shoes for men. "With so many men having different sized feet or hard-to-find comfortable shoes, it seemed like a practical extension of our custom-made apparel."

The Hinsdale Chamber of Commerce also took steps to ensure the health of local businesses. It developed a gift card, with the participation of 41 businesses, to stimulate consumer spending in the area. The chamber also sponsored a summer concert series to bring Hinsdale customers and merchants together.

"The summer program involved a weekly summer concert series, attracting 600 to 800 residents," said Janet Anderson, executive director of the Hinsdale Chamber of Commerce. "Business sponsors of the event could hand out promotions and [offer] raffle prizes."

For Razny Jewelers, the weekly events enhanced the company's exposure to area residents and visitors. "While everyone is not looking for new jewelry, Razney's visibility during 'Uniquely Thursdays' enabled us to attain referrals by word of a mouth," said Louis Alvarez. "Regardless of how long a business is here, advertising and community involvement are key components to reaching new consumers to withstand a recession."