Dec 07, 2010
In
the days before before online sample sales and big box retailers,
shopping was an event—a way to discover new things and to forge a sense
of community. But with skyrocketing square-footage costs and compulsory
markdowns on excess inventory, the independent brick-and-mortar store
has become somewhat of an endangered species. Fortunately, fashion’s
cutting edge contingent is reviving the lost art of big city shopping
in entirely new ways.
With a fraction of the square footage and a temporary,
devil-may-care air that’s otherwise missing in organized, premeditated
retailing, these recession-minded shops are the anti-department stores.
In line with the raved-about Monocle pop-up shops
in New York, London and LA, fashion’s curatorial
retailers—”curetailers,” if we may—are trailblazing a new retail
experience with tiny shops that pack a big punch. “The idea is one of
behemoth commercialism versus artful independent design,” Black Sheep & Prodigal Son’s Derrick R. Cruz explains of this new retail attitude.
At Cruz’s brainchild shop Occulter,
for instance, shoppers will find record albums, used books and black
honey right alongside avant-garde fashion labels. This Lower East Side
goth jewelbox of a shop is a way to show off the designer’s darkly
romantic jewelry with the added interest and credibility of a
lifestyle’s worth of goodies—all showcased in a space the size of a
punk rock shoebox studio. “For brands with a strong message, curated
boutiques are imperative,” explains Cruz. “Creating a small world where
individuals can be enveloped by your ideas and ideals is priceless for
branding…You’ll make more profit online, [but] they go hand-in-hand.”
In the Meatpacking District, meanwhile, BLACK Commes Des Garçons
is a guerilla pop-up shop that showcases the label’s limited-edition,
mid-priced BLACK collection. Think of it as a one-stop shop for cool
kids on a bartender’s budget. Besides, who needs a bougie boutique when
you can pass the savings right along to your core contingent in a bare
bones setting? Fashion’s true fanatics will not miss velvet-upholstered
dressing rooms in this to-the-point setting.
Cruz analogizes the current shopping model to the music business:
“The big music monsters fell and supposedly the music business died,”
he observes. “Funny thing happened though: a thousand little
independent bands came out of nowhere and made a thousand little
movements and new genres. We can thank their use of the internet for
that. So, one could argue that, creatively, music is more successful
than ever, regardless of whether or not Capitol Records is making a
profit. With some good curatorial skills and some internet, I think
small independent retailers and designers can do the same for fashion
and design.”