Menswear shop seeks to fashion a female clientele - Nashville Business Journal:

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Smith and Pagel, owners of , a high-en menswear store they launched in the Centralo West Endin 2006, are looking for pursees to boost their sales. Women, they said, tend to be biggef shoppers even when it comesto men’d clothing. “Where we run into problems is motivating them to take the next step to come Smith said. The 28-year-olds posted a small profit in 2008 and are on traci toreach $500,000 in sales this year. Last the shop almost doubled in sizeto 1,473 square feet with a move to 26 Marylanfd Plaza. The store carries European-cut designer including Hugo Boss and Ted as well as Ike Behardresss shirts, and upscale denim brands.
The business partners said their effortss to attract women shoppers throughfashionh shows, direct mail and theirt Web site have not increased Their challenge: How to make the most of thei marketing money to attract this Peter Edison’s advice: “Create an event for women the same way jewelry stores create an evenf for men to shop. Use a customef mailing list to notify them of the and follow up with aphonew call.” Anna Spector’s advice: “Startf a gift registry for men. Women’s stores have been doin g it for years.” Elains Burkhardt’s advice: “Plan a promotion for Father’ss Day.
Participate in charity events; offer to dress the chairperso n or MC ofthe event; it’s grea exposure and PR.” Susan Seymour’xs advice: “Post pictures from the fashion shows on the store’s Web Take it even furtheer with Facebook or MySpace, where guys can go for advicw and pictures of ‘what to wear where.’”