The retail clothing business is one of the toughest industries to be in these days, and you have really got to love it to be successful. When it seems like everyone is talking about the 10 shirts for 10 bucks they just picked how can a small store possibly compete? It can be discouraging, but don't fold up the shop just yet. Large chain stores compete on quantity not quality. The little guy can beat the big box stores by focusing on three key areas: unique product lines, exceptional service, and interesting store environments. With a little shift in strategy you can not only survive, but thrive in a world of Wal-Marts, Gaps, and Old Navys.

Here are just a few reasons people might not want to shop at the big box chain. These places are crowded and noisy with traffic jams in the aisles and long checkout lines, and kids out of control. Selling everything is not necessarily an advantage. If you are shopping for shoes you do not care how many types of tires, or tennis racks the store has. With so much traffic stores get messy and disorganized. Items are usually falling off of shelves and clothes hangers and people end up having to dig through piles of junk to find what they want.

Find a niche and focus on it. This could be kid's clothes, work clothes, hats, lingerie, or eco-friendly organic clothes hung on bamboo hangers. Big box chains are targeting the same general market and most of the merchandise is the same across the chains. A small store does not have the space or capital to carry everything, so it must find a focus. People get tired of seeing the same styles everywhere and are looking for something different. Whatever the niche make sure you aren't carrying the same stuff available as the big giants. If you can find some unique product lines or styles you will be providing something the big guys do not.

Small stores are owner operated or family run businesses. A small store can offer far superior service than the big box giants and once customers realize it they will continue to come back whenever they need something. Those large stores get bombarded with hundreds of customers on weekends and evenings when most people do their shopping and they cannot possibly service everyone. Exceptional service is the best advertising. Get to know your clients and what interests them. Not everyone has good fashion sense, and will value someone who does. If you spend the time to find the right item, accessory or outfit for someone they will remember the compliments they got and will be tell their friends about it. Getting to know customers you begin to build community and build into their community.

A stores appearance echoes its values. People want to feel good about the shopping experience as much as their purchase. Obviously you need to keep the place clean and well organized, and always look your best, but go beyond this and satisfy the all senses. The environment both outside and inside plays a huge part in the experience your shoppers will have at your venue. You can create unique store displays with your products, and use stylish clothes hangers.

Switch around your thinking and ask the question, "How can the big box store compete with us?" It may take some hard work and strategizing, but once you are on track it can be satisfying, fun, and most of all rewarding.

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