Hello Everyone,
On my recent 2013 round-up post, commenter Writing Through the Waves asked:
How do you feel about buying from websites that sell bras at an extreme discount, i.e. brastop.com, bellelingerie.co.uk? I understand that given the option you’re going to buy from your own shop, but what if your shop doesn’t carry that bra. Does is upset you as a small business owner that these websites are selling bras at cheaper than you might buy them in bulk?
As I was organizing my thoughts to respond, I realized I had enough material to create an entire blog entry on the subject. Thoughtful questions require thoughtful responses after all! You’ll note that I’ve labeled the blog part of a series. For a while, I have been toying with the idea of creating regular entries under the umbrella of related topics, and one such series focused on life from a retailer’s perspective. Given the question, I felt the answer would make a perfect first entry.
As the owner of a still-emerging small business, I understand tight budgets. For groceries, I have an entire binder dedicated to coupons, and I will wake at O:Dark-Thirty to take advantage of Harris Teeter’s Super Double or Triple Deals—all in the name of saving a buck and making ends meet. I forgo cable and eating out, shop at local consignment boutiques, and take meticulous care of everything I own to avoid replacing it. My intention in disclosing the woeful state of my income is not to gain sympathy but to underscore that I truly understand the sacrifices needed with a low discretionary income. Consequently, I realize women will take advantage of discount websites, and more than a few customers have told me they shop discounts occasionally. Bottom Line: I don’t begrudge anyone from buying an item on sale.
However, on a weekly basis, I hear or read how women are frustrated with the lack of local availability—how there needs to be more specialty shops with excellent customer service, trained associates, and a nice selection of sizes. The cry for specialty boutiques exists, but small businesses survive by serving a steady stream of paying customers. Mark-ups on lingerie are significantly poorer than you would expect, and our industry is not one that supports 30% discounts while still turning a profit. To keep the doors open, customers need to pay full price and pay it most of the time. Even if you cannot afford to buy all of your bras from a local retailer, showing occasional support still helps them stay in business.
Online discount retailers typically buy last season’s bras for less than standard wholesale and profit by maintaining a low overhead. To keep A Sophisticated Pair open, we need to pay a slew of expenses including rent, insurance, utilities, taxes, payroll, etc., which does not even factor in how much of the profit must be allocated for replenishing inventory. Most businesses fail in the first year, and transforming a specialty lingerie boutique into a success takes grit. The men and women who do it are not in the business to make millions and retire to the Caribbean. We are here to help you find the styles and sizes that work best for you and to make you feel good about yourself and your boobs. When you visit a store like ours, part of what you are paying for is the service and the local access. You are paying to have someone pamper you, to fit you properly, and to answer your questions, but you are also paying to be able to try on the bras without needing to worry about “Final Sale” or “Return Shipping.”
In most cases, discount retailers are hoping to unload fashion items or styles which did not sell well—sometimes on account of fit which makes the buying process riskier. They are also primarily UK-based, meaning their inventory is largely European and the added shipping, return, and customs fees can be discouraging for International customers. When we offer sales or discounts, most of our prices come in line with the discount retailers, but you have the added luxury of trying the bra before purchasing.
However, some manufacturers do undercut our prices so much that I cannot carry them in the store, e.g., Curvy Kate. Basics from Curvy Kate have popped up on BraStop for only dollars more than my wholesale costs, which is a gap I cannot bridge. Naturally, I feel frustrated because I want to stay competitive and offer my customers a fair deal, but the brand itself is preventing me from doing such. One of the characteristics I seek out in potential brands now is how they interact with retailers and moderate prices. Manufacturers like Wacoal and b.temmpt’d actually discourage retailers from offering too many sales or discounts because they do not want their products associated with that kind of policy. US-based brands are also desirable because our prices are naturally cheaper than what the UK can offer. Try finding a Natori on one of those websites, for example.
Speaking of maintaining fair prices, not many people realize we cap regular stock items at $69.00 because I know this is the most many of our customers can afford. As a result, bras like the Fantasie Rebecca (retail $72.00) or the upcoming Elomi Amelia ($78.00) are kept at a lower price point all year to better serve our customers. Boutique owners want to help you. They are not in this business to scam you, but we need your support to stay in business.
On a personal note, I recently received a free set from BraStop as part of my blog’s nomination last year, and the people were very friendly. I opted for a Kris Line set because it was not a brand I regularly carry in the store, and I would consider ordering from them again if we, or another boutique owner I knew, did not stock the brand or style.
Erica
Leave a Reply