Editor's Note: Planning for the Next Chapter
As consumers gradually reopen their wallets after years of belt tightening, and interest in dance continues to grow, you’re finding ways to get the most out of every sale. You’re probably working harder than ever, but you’re making it work. Bravo! As you gear up for a new year, here are a few ways you can take your business to new heights.
1. Bank on ballerinas. Ballet is considered the basis of all dance education, and for many dance retailers, ballet-related sales are the bedrock of their businesses. You can improve your relationships with customers from this segment by creating unique experiences to encourage them to choose your shop. Read “Beyond the Pointe” (page 26) to find out how three creative retailers are appealing to ballet dancers. Then, check out “The Ballerina’s Tool Kit” (page 14) and “Winter-Ready Warm-Ups” (page 18) to make sure you have all the accessories, warm-ups and knitwear these discerning dancers need.
2. Focus on the details. You may not have the time or the money to redo your entire store, but making a few small changes (such as buying new hangers or redesigning your shopping bags) can have a big impact on the way customers perceive it. To stay fresh and on-trend, read “Finishing Touches for 2013” (page 30).
3. Seek new opportunities. Jayne Dalton-DiPierro, owner of On Your Toes Dancewear in Staten Island, NY, celebrated her store’s 20th anniversary a few months ago. She keeps her business exciting by offering an ever-growing range of side services, including in-store rhinestoning (it attracts both dancers and brides-to-be) and her store’s new “On Your Toes On The Go” program that sends her employees to on-site fittings for local dance classes and cheer teams. (It helps her cater to nearby customers hesitant to cross a toll bridge to get to her store.) Read her story, “Staten Island Success Story” (page 34), and then explore your local community to find new ways to expand your own customer base.
Wishing you happy holidays and a profitable new year,