Independent boutiques, focused on serving the niche market of the ever-discerning, ultra-cool, avant-garde male consumer are extremely difficult to keep afloat, which is why there really aren’t too many of them. Larger, multi-department chains with a “men’s designer sportswear” section, such as Barney’s New York, have enormous brand equity and plenty of resources to help course correct in times of change and uncertainty. Smaller boutiques have a much more difficult time, as they do not have as many resources at their disposal. This means that they must obsessively be aware of what is trending in the market and truly who their consumer is. To completely understand who their consumer is, a store must look not only at the locals who walk in off of the street, but it must take a broader, more global perspective. Due to the continued rise in popularity of online shopping and the creepy improvements to search technology, the consumer may arrive from anywhere in the world, and independent boutiques must respond accordingly.
The boutiques that understand this leverage digital marketing to its fullest; including SEO, email, paid search, paid media, and social media. If a boutique doesn’t have much of a budget at all, then social media and creative online merchandising can go a long way. I especially enjoy the slick fashion editorials that some of the boutiques put together, leveraging the latest season of the brands they offer in their stores, and then amplifying that content via social media, or a strategic partnership with another entity. How the apparel and accessories are styled makes such a huge difference . . . especially online. This is partially why brands work so hard to get their latest wares onto the backs of celebrity influencers and tastemakers. In this world of always on media, a highly visible, properly styled celebrity is the ultimate form of merchandising, and it drives sales. Do you know what else makes a huge difference? Perhaps even more than hyper-targeted, cost-efficient, terminator-laser focused digital marketing with fashion editorials and celebrity endorsers? Customer Service.
Digital Marketing will bring people to you, but Customer Service will keep them . . . and keep them coming back. Loyalty is paramount in a world where information is easy to access and switching stores is as simple as the click of a button. If I am personally searching for an item from a designer that happened to sell out quickly at Barney’s, or the designer’s own site, you can bet I am going on a hunt for it. And when I finally see it, I am like a shark smelling blood in the water. I’m not kidding. You can imagine how I look browsing different stores on my tablet, while simultaneously emailing sales associates on my laptop, and making phone calls on my mobile device. Is this a status call for my latest project at work? Pfff! No! I’m shopping. Ridiculous, right!? No!! It’s easy if the store has outstanding customer service. Make things easy for the customer is always good advice to keep. I always recognize the best independent boutiques who help me stay fly.
So, what makes a great independent fashion retail store?
Best-in-Class Digital Marketing – Creative Styling & Merchandising – Outstanding Customer Service
1 – 2 – 3. You’re probably like, “DUHHH! I already knew that! SOFA KING LAME. ” Sure, it sounds simple, but it’s really difficult to execute. Trust me. I’ll share some of my best (and worst) personal shopping experiences with you later.
I have been to many of the best high-end streetwear boutiques in the country, but not ALL of them. For the ones I have not personally visited myself (there’s only 2), I relied on personal accounts from friends, images, reviews, and brand portfolios. Without further ado, I present to you my Top 20 High-End American Streetwear Boutiques . . .
Top 20 High-End American Streetwear Boutiques
WEST
Barney’s NY (Wilshire)
570 Wilshire Blvd
Beverly Hills, CA 90212
H Lorenzo
8660 Sunset Blvd
West Hollywood, CA 90069
Union LA
110 La Brea Ave
Los Angeles, CA 90036
Fruition LV
2121 Sunset Blvd
Los Angeles, CA 90026
Acrimony
333 Hayes St
San Francisco, CA 94102
Darkside Initiative
1827 Powell St
San Francisco, CA 94133
Totokaelo
1523 10th Ave
Seattle, WA 98122
MIDWEST
RSVP Gallery – Chicago
1753 N Damen Ave
Chicago, IL 60647
Saint Alfred – Chicago
1531 N Milwaukee Ave
Chicago, IL 60622
EAST
Barney’s NY (Madison)
660 Madison Avenue
New York , NY 10065
Dover Street Market
160 Lexington Ave
New York, NY 10016
Opening Ceremony
35 Howard St
New York, NY
Odin
199 Lafayette St
New York, NY
Patron of the New
151 Franklin St
New York, NY 10013
Kith
337 Lafayette St
New York, NY 10012
Riccardi
116 Newbury St
Boston, MA 02116
Concepts
37 Brattle St
Cambridge, MA 02138
SOUTH
Alchemist
1109 Lincoln Rd
Miami Beach, FL 33139
The Webster
1220 Collins Ave
Miami Beach, FL 33139
Apt. 606
4141 NE 2nd Ave
Miami, FL 33137
If you have any favorite US men’s fashion boutiques with a focus on luxury or high-end streetwear that are not on this list, please feel free to share them in the comments.