When Chris Dougher and Rita Navarro moved Good Works Inc., their home furnishings store, to its current Delmar Loop location 11 years ago, they were amazed at how quickly it took off, boosted only by word-of-mouth referrals.
However, as the economy slides and spending slows, they — like retailers across the country — are finding that they must take aggressive steps, and sometimes change strategies, to get shoppers into the store and willing to spend.
"From the day we opened, we were very successful," Dougher said of the store’s location at 6323 Delmar Boulevard in University City. "It was a pretty remarkable experience." The demand for Good Works’ contemporary furniture and accessories continued to grow, and about two years ago the women decided to expand. In November, they opened a store downtown at 901 Washington Avenue.
The women wanted to be part of the downtown renaissance and believed that the area would be the next Loop, Dougher said. But that was before the economy started to slow, causing declines in loft purchases, retail openings and shoppers with open pocketbooks.
"We were so successful that we thought we could take the risk of opening downtown, but it’s turned out to be riskier than we thought, " Navarro said. "We were pioneers in the Loop as well … but this is just more pioneering spirit than we had expected."
It takes an especially strong spirit to be a retailer these days. Only 10 days ago, the Commerce Department said February retail sales fell by a larger-than-expected amount. The weakness, which was widespread, marked the second month in the last three in which retail sales have stumbled.
Examples of the tough shopping climate are nearly everywhere, with retailers of all types and sizes cutting back operations, laying off staff and slashing prices. On Thursday, Borders Group Inc., the nation’s second-largest bookseller, said it might put itself up for sale. The chain has lined up $42.5 million in fresh financing to help it continue operations.
Also recently, Sharper Image Corp. and Lillian Vernon Corp. filed for bankruptcy protection, and AnnTaylor Stores Corp. started closing 117 stores. Closer to home, the area took a blow when Macy’s Inc. announced it would close its Midwest headquarters in downtown St. Louis and eliminate 850 jobs as part of a nationwide consolidation effort.
‘TRADING DOWN’
Meanwhile, the frail economy is driving many consumers to "trade down" by shopping at lower-priced retailers than they usually frequent, retail experts said.
Mary Kalinowski, 24, of Richmond Heights, said she was one of them. Although she used to shop frequently at specialty stores and Macy’s, she has become a big fan of Target Corp.’s stores.
"I used to shop at Nine West — their shoes are great and they last — but I go to Target now," Kalinowski said. "I think if I can get through the season, maybe the economy will be better next year."
Plus, going to Target allows her to do all of her shopping at one stop and cut down how much she spends for gasoline. "I can get everything there," she said. "It saves me time and money."
Judy Ross, 46, who lives in Town and Country, said that she had always been a discount shopper but that the worsening economy had pushed her to spend more of her time at TJX Cos.’ T.J. Maxx and Marshalls stores.
"I’m trying to train my 12-year-old daughter to shop at discount stores," Ross said. "When gas is $3.50 a gallon, clothes are a luxury, not a necessity."
WAL-MART’S PLANS
Indeed, discount giant Wal-Mart Stores Inc. has been one of the few retailers to offer good financial news. Its February sales gained more than the retailer had forecast as it lured shoppers by cutting prices by as much as 30 percent on groceries, electronics and other items.
Customers can expect to see more price cuts, said Carol Johnston, operations vice president and regional general manager, when asked about Wal-Mart’s strategy in a worsening economy. "Right now, we recognize these are very tough times for our customers," she said. "We will continue to lower prices."
The retailer, based in Bentonville, Ark., particularly tries to target items that are among the most popular in their categories instant payday loan. Johnston used Pantene shampoo as an example: The 12.6-ounce size is priced at $3, down from $3.76, and the 25.4-ounce size is $5.97, down from $6.32.
While Wal-Mart is cutting the prices of certain items, it also is introducing higher quality goods that cost a bit more than its basic brands but are less expensive than similar goods at its competitors.
Earlier this month, Wal-Mart announced it would introduce a better quality line of textiles, furnishings and dinnerware called Canopy. An example of products from this line are sets of 300-thread count, Egyptian cotton sheets. Although they are higher priced than Wal-Mart’s basic bedding, they are expected to be priced less than competitors’ similar goods.
In addition, Wal-Mart and Meredith Corp. will launch a new line of Better Homes and Gardens products in the fall. In trading last week, shares of Wal-Mart closed at $53.23, a three-year high.
CUSTOMERS CHANGE
Meanwhile, smaller retailers also are trying to find new ways to pull in reluctant spenders and to find the right niche as their customer bases change with the economy.
For example, Good Works, which has thrived on word-of-mouth referrals, is finding that they’re not enough in this economy.
"We never ever did any marketing," said Navarro. "In fact, our Yellow Pages ads kept getting smaller." Recently, however, the company decided to hire a marketing firm for the first time in hopes of attracting new customers.
Good Works also is taking other steps to make itself attractive to shoppers, such as placing more large orders directly with factories to keep prices low. It also plans to establish a "clearance corner" at its downtown store.
Meanwhile, Mavrik Jewelers, a Kirkwood retailer that specializes in original and customized jewelry and gifts, is changing its strategy to place a greater emphasis on luxury-priced fine diamond jewelry that can cost from $20,000 to $100,000. Igal Alon, an owner, said the retailer hoped to counteract an expected decrease in sales of items priced at $6,000 to $10,000.
"You have to change directions to be in the right place at the right time," Alon said. "I like to foresee things before they happen."
He said his company also was building its online business, which offers more moderately priced jewelry ranging from about $100 to $500.
To cut its overhead, Mavrik recently closed its Clayton location. Now the company’s retail, wholesale and online operations are consolidated in Kirkwood.
"It’s not a good time to be throwing away money," Alon said.
NO CHANGES
However, not all retailers are making changes. In fact, Glik’s, the Granite City-based apparel specialty chain, believes it will continue to succeed by maintaining its long-running policy of avoiding urban locations.
"We’re contrary to the trend. Our business is strong," said Jeff Glik, chief executive and president. Not only that, but the weak economy is making it cheaper for the privately held company to open new stores.
"Landlords are giving us deals like I’ve never remembered," he said.
In addition, high gas prices mean that shoppers want to stay closer to home and are avoiding trips to distant metropolitan areas.
Glik’s, with 50 stores, plans to open four more this year, in Carroll, Iowa; Virginia, Minn.; Frankfort, Mich.; and Rice Lake, Wis.
"The metro areas are over-stored," Glik said. "Small-town America’s rents are lower, our margins are higher … and stealing is very low."
And unlike many other retailers, Glik says he has no fear of Wal-Mart. Instead, he said, the proximity of Wal-Mart’s stores helps increase traffic at Glik’s.
"We love Wal-Mart," Glik said. "Mom says, ‘I’m going to Wal-Mart,’ and the daughter says, ‘Drop me off at Glik’s.’"
gappleson@post-dispatch.com | 314-340-8331
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