Devoted ballet customers are key to the success of any dance retail business. Whether you cater exclusively to bunheads, or if they account for just a slice of your market, you need to give them reasons to return to your store. After all, highly profitable products that must be frequently replaced (Hello, pointe shoes!) are the holy grail for any successful storeowner. This issue will help you draw ballerinas’ attention and drive sales.
A strong and varied assortment is essential to capturing the hearts and minds of experienced ballet dancers. To keep your inventory fresh, stock up on all the must-have knitwear and accessories featured in “Snow Bunny Style” (page 14) and “Bunhead Essentials” (page 12). Then check out “Service to the Stars” (page 20) to find out how some retailers are tweaking their offerings to attract professional ballet dancers, and how those elite customers can improve a store’s reputation.
Once your inventory and services are up to par, consider how your decor influences dancers’ view of your shop. As “Divine Ballet Decor” (page 30) points out, nothing signals dance to customers like ballet. Get inspired by the gorgeous ballet-centric looks.
Wishing you a December filled with deep-pocketed Sugar Plum Fairies!