Going to Market

April 12, 2015

How Area Stores Buy Fashion

Ever wonder how the clothes you’re buying get chosen to hang in your favorite local shop? We spoke with TC boutique owners to learn how your favorite fashions make that journey.

STORE: Daisy Jane in Traverse City and Molly’s in Leland

OWNER/BUYER: Molly Hyde

All About The Fashions:

Hyde has been buying fashions since the early "˜80s. Before moving Up North, she worked in retail downstate and then opened Molly’s in 1981. Daisy Jane came later in 2010. Both of Hyde’s stores carry an eclectic mix of clothing, which is the result, she said, of catering to a resort area. "I have classically-styled clothing for the older folks and the retired people and, for the youth, I have more funky, fun stuff," she explained. "But the biggest thing is that it’s all really comfortable clothing."

Where She Buys The Clothes:

Fashion buyers go to trade shows – the equivalent of conventions for clothing – where there are anywhere from dozens to hundreds of booths offering the latest fashion lines and showcasing what will be available for upcoming seasons. Hyde attends a wide range of shows, including regionals in Traverse City and Livonia, plus Chicago’s famed Stylemax, although the most buying for her stores takes place in Las Vegas in February. "There are a bunch of shows there, including Magic, STITCH, WWIN (Women’s Wear in Nevada), the big accessories shows, and the ENK International show, which is more high-end and contemporary," she said.

How She Preps For The Shows:

Preparation is key, as the selections at the shows can be overwhelming, but a seasoned buyer like Hyde always arrives with a plan. "Before I go, I get leads on the lines I’m interested in to try and find out where they’re going to be," she said. "For instance, in Vegas, one show might be at Mandalay Bay and the other might be all the way across town at one of the convention centers."

What It’s Like On Site:

This is the tricky part for Hyde. She said she has a tough time thinking as far ahead as is often needed for fashion – for instance, buying spring 2015 clothing in November 2014. "I like to have a better outlook on how I did the season before, so I tend to look for spring, summer and fall buys all at the same time," she explained. A lot of her time at the shows is spent seeking out new designers and new lines. "I try to stay away from things that other stores are already carrying in Traverse City," she said.

From Trade Show to Store:

Most of the time, fashion company representatives take care of business at the shows, although occasionally, the buyers will also get to meet some of the designers, which Hyde says is "really fun." Getting the clothing ordered and sent to the store, however, is an entirely different endeavor. "Every show, every designer, every line is different," she explained. "Many lines allow you to choose the styles and sizes you want, but other times you have to buy what’s called "˜prepack,’ which is a predetermined set of colors and sizes."

Molly’s Fashionable Picks For Summer 2015:

"I’m seeing a lot of skirts for this summer, all different lengths," she said. "And while we’ve had years of skinny pants and leggings now – and they are still very strong – almost all the lines are also starting to offer wider leg pants." For colors, Hyde said there will be a lot of neutrals paired with oranges and reds, as well as a wide selection of prints. "Navy is returning, too," she added.

STORE: What to Wear in Traverse City

OWNER/BUYER: Darla Stites

All About The Fashions:

Stites has working in Traverse City-area fashion for 14 years. She managed the Lima Bean store in Suttons Bay for 10 years and said she learned a lot from working alongside owner Suzanne Craig. "Suzanne also had a showroom and I would go there to help sell her lines to other buyers," she explained, "so I’ve seen both ends of how it all works." Stites’ own store carries casual, yet trendy, clothes that span three to four generations. "Our fashions aren’t too classic. They’re more eclectic and unique, some with a vintage feel," she said.

Where She Buys The Clothes:

Sites is also a repeat visitor to both Stylemax and the big Magic show in Vegas, but one of her favorite shows is at the Dallas Market Center in Texas – a massive event that welcomes over 200,000 buyers each year, with an equally impressive range of fashions and accessories. Stites always checks out the newest trends, but likes to bring in updated pieces from a couple of her favorite designers, too. "Desigual out of Barcelona is a great line, quite unique and colorful," she said, "and the Free People line is one of our top sellers. Teens love it, but it crosses over into older folks, as well."

How She Preps For The Shows:

Stites also believes in planning ahead and she specifically relies on downloading the smartphone apps before each show. "The apps show what’s going to be on every floor [at the trade shows] and you can even look things up by category: hats, shoes, denim, accessories," she explained. "It’s good to map it out before you go because these events are so huge and there’s so much to see. That said, sometimes you just end up wandering around anyway, to see if anything catches your eye."

What It’s Like On Site:

Being at the trade shows, Stites said, is a lot like being on a "treasure hunt." "We say that about what’s in our store, too, but it really does feel like that when you’re at the shows," she said. Sometimes she’s trying to fulfill requests for a certain designer from her customers, but most of the time she’s in search of that special unique something. "I look for something that’s different from anything I’ve had in the store before. I don’t like to repeat myself," she said. With the exception of a few reliable designers, she doesn’t reorder often. "I like to move on to the next thing," she said.

From Trade Show to Store:

Stites has to steer carefully through the different requirements of the various designers and lines. "Once you find something you like, you ask what their minimums are for purchasing," she explained. "Sometimes, it’s a dollar minimum, but it can also be a style or color minimum. Usually, it’s four to six pieces per style or color, but if it’s a bigger company like, say, 7 For All Mankind jeans, the minimum order is usually at least $1,000." Stites also likes to ask if something from that particular line has been sold to her zip code, as she doesn’t want to step on someone else’s local toes. "And I also want the things in my store to be unique."

Darla’s Fashionable Picks For Summer 2015:

"This summer, you’re going to see a lot of Boho-chic – floral peasant tops, rippedup jeans and lots of fringe," Stites said. "As far as colors go, you’ll see all shades of coral and mint." There are still lots of stripes and polka dots in many of the designer lines. "It seems there are always stripes and polka dots!" she said. The biggest shoe trend is open-toed sandals that come up on the ankles, "so they look and wear almost like a short boot," she said.