Recession Shopping

So unless you live under a rock, you are painfully aware that the world is trying to endure the worst economic turmoil since the great depression (that's a really long time ago for you yoots). So while large chain stores like the wretched Steve & Barry's, The Gap, etc. continue to close stores or report negative growth, it seems that some of our friendly neighborhood shops are thriving. I have been told by a few of my NYC boutique friends, such as Les Nanas and Anna, that this past summer was their most lucrative ever. Shocking, isn't it? Is it because they are having sales? Better merchandise? Better customer interaction? More European (or at least non-U.S.) capital flowing to specialty shops? What could it be? I still don't have my answer, and probably never will, but I am happy that in some sectors of the economy, those who deserve to be making good money are doing just that.

Oh, and for some so-called recession busting sales, check out the Chloe ruffle blouse on Gilt - on sale for $198 (usually $695, which is completely mental and proves the world is screaming for an "adjustment.")

Skinny Black Jeans

One of my faithful readers asked me today:

I have a GS question...are black skinny jeans still in? Or were they just a big flop? Got a pair at the Gap yesterday and can't really decide if I like them....

My dutiful answer followed:

I have two pairs of black skinnys - one are sort of faded jeans from Club Monaco and I didn't think I would ever buy jeans like that, but I love them because they fit great. The others are black cotton pants also from Club Monaco - reminiscent of the 80s - and I love them...because they are reminiscent of the 80s (see pic., such as it is). So basically if they look good and feel good then they are GOOD.

Levis: On the Comeback Trail?

Hi all. I just read the following article in USA Today about how Levi's sales are gaining after a near-decade in decline. They attribute this turnaround to, among other things, Levi's "skinny jeans" for women. While that's all well and good, I visited the Levi's store on Lexington near Bloomingdale's a couple of months ago to check the skinnys out. I can't tell you if they were a good cut or fit or not because THEY COST $151 so I refused to even try them on. For me, Levi's skinny jean strategy is a good one for other retailers, such as Club Monaco that are charging a mere $98 for similar jeans. Prior, the thought of paying more than $50 for jeans had seemed outrageous to me, but now $98 seems like a steal!

And in similar skinny news (from a Reuters article): Gap's skinny black pants -- promoted as a new trend -- have ended up on the discount rack for $9.99, and some see mixed messages in marketing campaigns featuring rappers on one hand and deceased style icon Audrey Hepburn on the other.

The skinny conundrum continues...

Levi's fashions new outlook in ads, jeans
By Theresa Howard, USA TODAY
NEW YORK — Levi Strauss finally ironed out the wrinkles in 2005 after an eight-year slump.
After nearly a decade of sales declines, the company reported a 1% gain in fiscal 2005. Sales have chugged along since, and the company posted year-over-year profit gains of 14%, 50% and 29% in the first three quarters of fiscal 2006. "Things are finally turning the corner," says Amy Jasmer, director of publicity and promotion.
Among Levi's changes:
•New styles. Levi's was ready for the return to skinny and straight leg jeans last year. It promoted its 501 as the original straight leg for men. The new 504 is skinny and straight for women. "For years we took our eye off of innovation," Jasmer says. "We weren't putting out the most stylish jeans."
•New TV ads. Spots by longtime agency BBH, N.Y., gave some edge to Levi's image. One features a young man and woman walking a "straight line" through city streets, over obstacles, to meet. The music is a remake of Johnny Cash's I Walk the Line.
In a second ad, a man watching live TV news recognizes that a fleeing criminal is trying to steal his Levi's from the clothesline. He runs into his yard to catch him.
"The main objective of the advertising is to make sure we are consistently building the brand image," says Talbot Logan, group account director of BBH. "We've seen the brand gain strength in image, share and sales."
•More stores. Levi's is expanding its retailing unit to reach younger shoppers who favor specialty stores such as American Eagle. It has gone from seven stores in 2004 to 28 stores last year and plans to open more this year. A year ago, it returned to online sales; it sold online briefly several years ago.
•New CEO. John Anderson, a 27-year Levi Strauss veteran, took over as CEO in November after Phil Marineau, CEO since 1999, retired.
Though the Levi's brand has made great strides, the baby boom icon needs to make a stronger connection with younger consumers.
"We want to make sure we don't alienate older consumers who have been with us," Jasmer says. "But by virtue of denim we're trying to bring in new consumers."
That vital because the 18- to 24-year-olds buy more denim than any other age group, according to retail tracker NPD Group. That age group accounted for 33% of the $8.6 billion spent on denim in the year ended in October.
"There is still an opportunity for the brand to show this consumer that there is a range of styles and fits that look great on them," says BBH's Logan.
Results of Ad Track, USA TODAY's weekly consumer survey, indicate that the agency's latest ads haven't grabbed those younger consumers for Levi's just yet.
Overall, 17% of adults familiar with the ads like them "a lot" vs. the Ad Track average of 21%. But just 13% in the 18-to-24 age group gave them the top mark vs. 24% in the 40-to-49 group
Believing that the way it currently is spending its ad budget may not be in line with younger consumers, Levi's is rethinking how and where it puts marketing dollars.
In the fall the company opened four temporary stores on college campuses and sponsored a promotion that picked a handful of college students to be featured in a print ad campaign in the spring.
Also, this year Levi's will start to shift some ad dollars away from TV to new media that offer interactivity and that attract its sought-after young adults.
"We're looking at a small change and trying to be a little more engaging," Jasmer says.

Gap Makes the Man

Have you seen this man around town? He glides through the streets and avenues like an urban myth, sometimes sporting a bass, other times a laptop.

He seems "nice" and "harmless," but don't let the friendly midwestern, aw-shucks exterior fool you. He is sly and cunning and takes no prisoners.

By putting forth a laid back, care-free style, thanks largely to The Gap (see shirt in photos) and Marshalls, this chap turns up when you least and most expect it, often wearing the 90s slacker's uniform - a short sleeved T-shirt over a long sleeved T-shirt. Offputting? Yes. Dangerous? Maybe.

What does most of this have to do with Guerilla shopping? Well, he promised to fix my computer and make my Guerilla Shopper NYC business cards, so I thought I'd give him 15 minutes of fame to encourage his timely response. Which is already overdue. But once it happens, a-look-out!

REPORT: First Day of Xmas Shopping

Today the Guerilla Shopper ventured out into the overpopulated island on which she dwells in search of good gifts at reasonable prices. This is tough to do since many of the people I buy for also read my blog, but I will do my best not to give anything away, or at least keep everyone guessin'.

First, I couldn't help but buy myself a present - this pretty purple sweater. I know I told you not to buy anything for yourself this close to Christmas because you never know what someone else might be giving you, but I am the Guerilla Shopper and this is all in the name of research for you. YES I HAVE TO BUY MYSELF THINGS TO HELP OTHERS! I've really come up with a grand idea here, 'aven't I?

So anyway, I bought the sweater at the downtown location of a store I recently blogged about called pa or personal affairs. I am happy to report that the downtown location is as welcoming and the saleswoman as friendly and helpful as the uptown store. You really need to visit and check out the clothes and other fun things that have been imported from Germany. I learned that the owner's sister designs the clothes in Germany and he brings them into the U.S. They really have a good thing going here and I support their efforts!

Moving on:

• If you are interested in buying top-notch skin care, body, and makeup products, you need to go to Origins. The one in the Flatiron Building is nice -- if you go here, you will be visiting a landmark building, thus killing two birds with one stone. Shopping and architectural culture all mixed together! How intellectual!
• The Gap has decent men's and baby clothes (I've decided not to make a joke here). Decent quality, "current" design, good return policy for the holidays (merchandise can be returned with an original and/or gift receipt up until 180 days after the purchase date), and acceptable prices further supported by constant sales. I also think their women's underwear/sleepwear is cute. I am less a fan of their women's clothing except for the occasional "staple." Call me a snob. You won't be the first.
• Union Square's outdoor Christmas market - full of tents featuring all kinds of unique gifts for the holidays. This is a great place for out-of-towners to pick up fun, cute and cool stuff for the family back in Ohio or Newcastle (England). If you are seeking really interesting jewelry, go find the reBel Designs booth. I bought my mother a necklace from "them" at an outdoor summer street fair this past spring. It's nice. She liked it.

Something of a bummer:

• My favorite discount shoe warehouse a.k.a. DSW does not have a return policy for the holidays (it remains 30 days from the date of purchase), so I didn't buy anything from there today, although I was going to! Perhaps I shall return the week before Christmas if I am still in need. Not wise DSW, you just lost a decent-sized sale!