The Specialty Shop

How to Create Your Own Unique and Profitable Retail Business

Author: Dorothy Finell
Pub Date: 2007
Your Price: $24.95
ISBN: 081447442X
Format: Hardcover

• Overview
• Sample Chapter
• Table of Contents
• Request an Evaluation Copy, INSTRUCTOR ONLY!

Table of Contents

A Stone-Faced Customer
xi
Introduction
1
1
Planning Your Business
5
Finding Your Niche
6
Furnishings and Apparel
10
Trade Shows and Gift Fairs
11
Financial Planning
15
Success Stories:
17
The Tea House, Teas & Accessories
17
Every Little Thing, Miniatures & Collectibles
20
Whittaker’s, Gifts
20
2
Ambience, Decor, and Display
23
Ambience
23
Interior Decor
25
Establishing a Theme
26
Exterior Decor
28
Merchandise Display
30
Vignettes
33
Display Windows
34
Success Stories:
35
La Conversation, Bakery & Cafe
35
Buosi, Men’s Apparel
40
Jan de Luz, Linens & Furniture
43
Papier MÇchE, Masks
45
3
Location, Location, Location
49
Demographics
50
What Not to Look For
52
Carmel, California
52
Success Stories:
56
Helia’s, Women’s Apparel
56
Candlesticks of Carmel, Candles
59
Bittner, Pens & Accoutrements
61
Cottage of Sweets, Candies
61
Nature’s Bounty by the Sea, Gems & Minerals
64
4
Creating Mini-Boutiques
65
Success Stories:
65
Landis General Store, Mini-Boutiques & Gifts
65
Why Not, Children’s Apparel & Toys
72
KRML, Radio Station, Retail, Concert Venue
74
5
Finances
77
SCORE Advice
77
Inventory Control
81
Licenses, Trademarks, Zoning, and Insurance
82
Taxes
82
Gaspar Cardinale: Consultant
84
Success Stories:
89
The Carmel Hat Company, Hats
89
Henning’s, Cakes & Party Goods
92
6
Customer Service and Hiring and Training Personnel
97
The Primary Principles of Retailing
98
Learning the Ropes
99
Are You In the Right Business?
99
Hiring
101
Training
104
Return Policies
110
Success Stories:
113
Husk, Women’s Apparel, Arts & Crafts
113
Felloni, Fabric, Men’s Apparel
117
Coffee and The Works, Kitchenware
120
Velo Pro and Trailhead, Bicycles, Camping, Hiking
123
7
Marketing, Advertising, and Promoting
127
Defining Marketing
127
Paid Advertising
129
Newspapers
129
Special-Interest Publications
130
Cable TV
132
Phone Books
133
Put Yourself in the Movies
133
Websites: Individual, Co-op, and ECommerce
134
Public Relations
138
Newsletters
138
E-Mail Promotions
139
Press Releases
139
Flyers
140
Writing Feature Articles
141
Customized Logos
142
Promotions
142
In-Store Promotions
144
Theater and Other Event Advertising
144
Charity Benefits
145
Gift Wrapping
145
The Best Marketing
146
Success Stories:
147
Scabass, Women’s Apparel
147
The Book Den, Secondhand Books
151
L’Atelier, Knitting
154
The Carmel Doll Shop, Dolls
157
Juel, Jewelry
159
8
Bringing the Community Inside
163
Success Stories:
163
Pilgrim’s Way, Alternative Books
163
Bella and Daisy’s, Dog Bakery & Accoutrements
166
Thunderbird Bookshop, New Books & Gifts
171
9
Your Grand Opening
175
Invitations
176
Displays
178
Entertainment
178
Giveaways
179
Prizes
180
Refreshments
181
Guest Book
181
Promoting the Grand Opening
182
A Bridal Shop Opening
183
A Shocking Display
184
Appendix A: Trade and Gift Shows
187
Appendix B: ECommerce Sites
209
Appendix C: Resource Guide to the Success Stories
211
Index
217

Search the full text of this book