Ridgewood Reflections: How Clothing Stores Are Embracing Personalization

As summer says its last goodbye, foot traffic in the 'Wood is slowing down–which has several clothing stores are exploring ways keep their customers coming in.

Boutiques, label brand stores, and consignment shops are looking for new ways to bring people to the downtown area by offering a little something for everyone. And they've all got one strategy in common: personalization.

Savvy Chic Consignment Boutique, located on Oak Street in the Old Post Office, was voted the best consignment boutique in Bergen County by both the Jewish Standard newspaper and (201) Magazine. The boutique specializes in one-of-a-kind items and designer wear, mostly consigned or donated.

Owner Randi Morein has been at the location for a year and a half, and said her clientele is as strong as ever. A bad economy and a mentality to spend less have brought customers to her store, since bargains are her specialty. Having been a big consigner herself, Morein knew what she was looking for in a store and what others would want.

Dressed in paisley walls with a cheetah print border, Savvy Chic Boutique is bright, open, organized by item, and complete with huge dressing rooms and a couch.

Morein says customers  are most shocked that her store doesn't look like a consignment shop: "And I tell them it's not supposed to," said Morein.

She said that's what helps her succeed where others struggle: The personalization takes the guesswork out of sifting through bins, boxes and racks to locate the correct size. Every category is organized by size on a clothing rack or in a room designated for designer wear, shoes, jackets, and accessories.

"We do the shopping for you, so you just have to sit back and relax," Morein said.

The boutique does charity events and private parties for brides and other clients, with wine, cheese and other tasty appetizers–rarities even by high-end boutique standards. But that personal touch keeps people coming back.

Morein reflects fashion trends at her boutique to attract trendier shoppers and encourage more traditionally styled shoppers to add funky accessories or belts–any of the Tiffany jewelry items, leopard shoes or vintage sunglasses would do the trick.

This season she's incorporating fur (real and faux) animal prints, military jackets, tweed ­(Chanel-inspired), and, of course, boots. High-end handbags like Gucci, Juicy Couture, and Dooney & Burke sit in bookshelves, organized by size.

To keep clients remembering she's there, Morein created a "Featured Bag of the Week," emailed to her clients at the start of each week, along with a wish list for clients specifically looking for an item, and a merchandise locator for those must-have items.

"We like to cover the ages, and [Savvy Chic] has a good mix because we attract people of all ages, and we'd like to have something for everyone," Morein said.

She said that because she has one-of-a-kind pieces, she sends clients to other boutiques and consignment shops if she knows they have items her clients are looking for. But she's not worried about losing the business.

"We cater to our clients and it makes them feel like we care more about them than ourselves–and it's true. That makes them feel good about their experience, and happy to come back," Morein said.

Sales associate Harriet Gould said people come to see Morein, and that's what helps the store bloom season after season. The choice of merchandise allows people to have a selection they normally wouldn't see at prices they can't walk away from, she said.

A Revitalized Market?

Up the street, Lucky Brand Jeans also looks to attract new clients. Being a brand store doesn't allow the shop to alter prices, but the "we're here for you" mentality brings in more foot traffic.

Store Associate Asher Kingsley said that if people are coming to buy, the store does well–but it's 50/50 with browsers.

She said the boutique feel keeps people coming back, and the store is doing relatively well, considering the retail market is still slow.

According to the Commerce Department, total retail sales rose .4 percent in the summer months, but a lot of that was due to back-to-school shopping, and the Department says that many consumers are still cautious shoppers.

Kingsley said that while corporate brands seem to do better in malls, due to a large volume of foot traffic, a lot of Lucky Brand Jeans clients like the smaller, intimate setting in Ridgewood. 

"Malls are so impersonal, and people want to feel like their time and wallets are valued," Kingsley said.

She said that with more mom-and-pop stores, Ridgewood will keep the downtown welcoming, personal and fun for residents and visitors alike.

Kingsley said that while the Lucky Brand Jeans Corporation generally doesn't participate in trends, it has created its own sense of style–classic, but with innovation and flair.

"We're kind of like an edgy Ralph Lauren," Kingsley said. "We started with jeans and expanded to include bohemian items like lace tanks."

The store overflows with cotton flowery shirts, lace-detailed sweaters and vests, cotton gauze skirts and Lucky's famous jeans for both men and women.

Ridgewood stores face challenges including high rents combined and parking issues. Nearly 30 stores have closed shop in the last two years, according to the village.

Kingsley theorized that if Ridgewood had more everyday stores for all its customers, rents wouldn't have to be so high because residents would stay in Ridgewood to do all their shopping. As a result, the town could keep revenue in Ridgewood, and aggressive meter tickets wouldn't be necessary. She said that has affected Lucky Brand's foot traffic – monitored by a machine that registers people coming and going out of the store.

La Casita is another boutique on East Ridgewood Avenue near the movie theater, and Owner Elena McKinnon echoes what those at other clothing stores have said: She hasn't felt the economic changes because she has a specific client base that has kept her store running for the last 37 years, but has not attracted a lot of new clients.

La Casita caters to more mature customers who want eclectic and one-of-a-kind items. The store has small designers and stays open late some nights for her clients.

But she has said the independent hours of different stores keep people from browsing at night–people who are waiting for movies to begin or waiting for tables at restaurants. She said the parking meters also play a role.

So as fall approaches, these stores are whipping out the sweaters, tights, jackets and designer accessories to keep Ridgewood chic, current, and personalized.

"Finding out what your client wants and providing it is the key to being successful [in Ridgewood]," Morein said.