Page 444 - Jan 2019 MM

Capitalize on style
What can retailers do to emphasize the collectible value of purses? “Elicit and emphasize the passionate response that a collectible handbag will evoke,” Shaffer advises. Retailers, she says, need to drive home the “See It Now, Buy It Now” message, especially since many styles are limited editions. Remind buyers that a collectible handbag can invigorate a wardrobe with standout pieces that accent what they already own.
Emphasize seasonal styles and the artistry behind bags, Shaffer advises. For example: woven rattan for the summer and velvet in the winter. “Whether your customers rotate handbags over the seasons or biweekly, the options are limitless,” Kinney says. Accessorizing with a handbag makes a bold statement and buyers and customers want one for every mood and whim.
Retailers can also capitalize on the sheer variety of styles.
Glenda Gies of Glenda Gies Designs points out that her collection consists of more than 28 shapes with an inventory of more
than 2,500 fabrics. “The combinations \\\\\\\[for style\\\\\\\] are endless,”
she points out. And that style can vary from a hobo bag to a crossbody feature.
Tote-ally fab
Retailers need to remind their customers to add a splash of drama to drive handbag sales. Shaffer says, “At the end of the day, remind your customer that there might be 20 women at the party with a cute black dress but she can be the one with a gorgeous handbag for a dash of self-expression.”
And that is a priceless.
Besides, Kinney says, every fashionable woman wants to uncover a great find and that’s exactly what a collectible handbag can be all about.
For more information: Glenda Gies Designs – glendagies.com, 610.783.0366; Mary Frances Accessories Inc. – maryfrances.com, 925.962.2111;
Steve Madden Ltd., – stevemadden.com,
betseyjohnson.com 212.857.9531
Images courtesy of Steve Madden, Betsey Johnson and Mary Frances Accessories
420 |