Today was a heavy day. Everyone was gloomy, everyone was worried, everyone got yelled at. Why? The fashion industry is not the best place to be right now. I'm aware that no industry is that great right now but....I was reminded several times today just how frivolous my job is. We will always need teachers and doctors and garbage men but will we always need contemporary menswear buyers? Obviously not.
I was in a team meeting for 6 hours today to discuss why our sales are only 50% to last year and here is what we came up with....we have a difficult target market. We're not discount and we're not upscale so where does that leave us? The average joe customer that shops in our store has downgraded to big box stores like Target. They're only shopping for basics like underwear and socks, essentials for work and play. They don't need a $250 Australian merino wool sweater that comes in 10 different colors. They are taking care of their family needs and letting their wives do the shopping. Sidebar...women buy things for themselves and their children first so the average joe is pretty much screwed if he's expecting some fancy new digs. The moderately wealthy man who can afford that sweater doesn't care anymore. If he's going to spend that amount of money on something, it has to be extra special...it has to be different and worthwhile and unfortunately...we are not standing out right now.
Of course, we're not the only ones. Times are hard, people are struggling. Am I scared that I'm going to lose my job? We talked about this in great detail today. Truthfully...I don't think I'd be the first to go; there has to be someone lower than me on the food chain. Unfortunately, losing my job doesn't terrify me in the way that it should. I'm not sure why that is...I'm not unhappy, just restless and searching I suppose.
Anyway.....I have a solution to this growing crisis...vote for Obama and watch the world change : )
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