Fierce and Focused

Really, “cool” is only “cool” if you don’t know it. Take Marco, the owner of Alapash, a terrarium store in Chicago, who is humble and soft spoken, and is not a retailer by any common definition. He flat-out refuses to be described as such. But what he offers enchants and delights his customers. When asked if he follows the trends he says, “I can’t follow the trends. I don’t think that way.” Ironically, we look at him as a trendsetter.

Creating the most beautiful, encapsulated verdant worlds that we adopt, name and love,  Marco does what he does out of love for his hobby, for his neighborhood and his neighbors. Chris at District, a mid-Century furniture store, is his friend, and their stores sit side-by-side. When they set up shop on N. Damon Avenue, they negotiated their leases together, and as a result, are able to support each other’s clientele in a variety of ways. It doesn’t stop there: In a couple months, Ampersand, a wine bar, will be joining the set. To celebrate, the three stores have planned a wine tasting event, offering flights at each shop. Marco is not only supporting his community, but shaping it. He is honest about his intentions, and is much more than a store owner. He is a storyteller, entertainer, maker, gardener and friend.

This year’s International Retail Design Conference (IRDC) presentation of 40/40/40 is taking a pivotal look at independent retail from the inside-out. Like Marco, independent retailers are impacting their communities through support and actions. Here are some other qualities we’ve discovered independent retailers have in common:

They’re visionaries and are purposely oblivious. This naiveté gives them the guts to try bold things without getting bogged down by the obstacles that shackle the seasoned veteran. How can you go head-to-head with someone who doesn’t quite know the game? “I like to say selectively ignorant,” laughs Miriam Chon of Swoonful Gifts, a retail shop inside Igloo Letterpress, owned by Allison Chapman, in Worthington, Ohio. Most of these retailers have no previous retail experience and many come from unrelated fields.

Marco from Alapash was a banker before owning a store. “I just don’t fit into the retail world,” he says. This influences the way they do business: how they hire, how they sell, how they attract customers.

They’re restyling vintage for a new demographic. Vnyl in Venice, Calif., is a teen-friendly vinyl record store, attracting high school girls with their use of neon colors and fun elements like a sandbox inside the store. What was once a members-only club, Vnyl became a store from a successful Kickstarter.com campaign promoted by the Rolling Stones. They have successfully reintroduced this old product to a new audience, creating an atmosphere where intimidation is nonexistent, and where even the novice will feel comfortable. Aviator Nation is another teen hangout clad in 70s colors and youthful decor that brings high-schoolers in for a rendezvous with the past. Like The Soda Parlor in Nashville, Tenn., they have games, nostalgic art and events. Plant the Future in Miami, Fla., uses retro TVs, toys and robots in their container plant arrangements, reaching a new demographic with vintage and artful presentations. These independent retailers are changing what was “old” into a fun discovery for the new generation.

Their passion outweighs their panic. This passion fuels independent retailers to take risks with new products, or to invest in analogous ideas that will help continue the lifestyle their brands represent. They are mobile and can implement temporary, expensive pop-ups that fly in and out of cities. They think of stores in the same terms that big retailers think of windows or displays. Negarin of London, a pop-up on Abbott Kinney Boulevard in Venice, Calif., described her store as a “visual installation,” and 5 Points, also in Venice, is a Kansas City, Mo.-based “creative union” on display. Case in point: They co-own and co-create to the extreme. “We do it for love, first and foremost,” says Miriam from Swoonful Gifts. “Love is from the heart, not the pocketbook.”

They consistently live the lifestyle. Every day. It is true and authentic. They are on the pulse because it beats from their hearts. They don’t need to find the trends, they discover them through experiences. The brands they create are simply the truths through which they present their passions for others to rally around. They are courageous. They are fierce and focused. They not only sit behind the desk, but face the door. Not afraid to fail, not afraid to say no. They dig in their heels and are comfortable doing what’s right for them, and expect their customers to respect them for it, too.

Faith Bartrug of FBD Studios (Columbus, Ohio) has more than a decade of experience in transforming national brands. Her background includes brand strategy, environmental design and visual merchandising, and she has been able to practice what she preaches with leading design firms and clients such as Neiman Marcus, JCPenney and Mark Pi’s.

Jennifer Fredritz is a passionate communicator who blends conceptual thinking, problem solving and dynamic creative leadership to drive success. She has the ability to synthesize complex issues into simple, powerful solutions and thrives on finding ways to connect with an audience by understanding their motivators. Jennifer's specialty is driving creative strategies to deliver emotionally-connected experiences that build loyalty and drive sales. Her areas of expertise are in retail, brand development, 360 marketing, visual communication and team leadership. Her work has been recognized by VMSD, American Corporate Identity, HOW Magazine, Creativity, Print, and Columbus Monthly magazine. Jennifer is currently Creative Director for Ologie, a branding agency in Columbus, Ohio. Her resume includes roles with WD Partners, Fitch, and L Brands.

Be sure to catch Faith and Jennifer's session (“40 Retailers, 40 Brands, 40 Minutes!“) at IRDC this year, Sept. 9-11 in Austin, Texas! For more information about IRDC, visit irdconline.com.

To download a copy of “40 Retailers, 40 Brands, 40 Minutes!” please visit irdconline.com/2015presentations.