Juvie Shop - A Hip Place for Tweens
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Want to relate to tweenagers? The Giggle Guide™ talks to Kristen Taylor about Juvie, her shop dedicated to all things tween. She makes shopping for this niche group easier. Here’s a Retail Reality check on this special market. It’s challenges, strategies, key brands, marketing tips and successes. Juvie shows how being cool can become a hot spot for pre-teens … and their parents!
When and how did you get started in children’s retail?
“I opened Juvie in L.A. and online in 2006. It was a “leap of faith” thing once I realized that the tween niche was wide open for a boutique.
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What was your background prior to this business?
“I have a Ph.D. in research psychology. I worked with bottlenosed dolphins and humans studying how the brain affects cognition and behavior. That career didn’t mesh well with my family life, so I gave it up and started doing parenting writing. I still do that, but I was also able to start my own business once my kids got a little older.
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What was the biggest challenge you faced when starting up?
“Getting the word out about my store was definitely the biggest challenge (and remains so). It’s hard to open in a market as large as Los Angeles, as affordable advertising is hard to find, and the competition for press pieces is fierce. We have also had a tough road since, as we were burglarized six months in, and the entire inventory was stolen. Then there was the writer’s strike, which was a big blow to the local economy, and then, of course, the current recession. But what would life be without challenges?
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What is one thing you would have done differently?
“I probably would have started with a partner, rather than as a solo venture. When you’re the only person making decisions, it’s easy to get stuck in behaviors that may not exactly work, but are the way you “like to do things.” And sharing the financial responsibility can be fraught with problems, but can also ease some of the pressure
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What do you feel are the three biggest keys to your success?
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- Knowing what my customers want.
- Offering exceptional customer service (special orders, same day shipping, personal shopping)
- Offering a variety of goods in a very particular niche.
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What types of marketing are most effective for your business?
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- E-mail marketing.
- Press. We are always pitching products and stories to local, national, and Internet press.
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How do you evaluate and choose new product lines to pick up?
“When I’m evaluating something new, here’s what I keep in mind: Is it modern and up to date? Will the fit be appropriate to the age? Is the styling age-appropriate too? And does it manage to be stylish, up to date, or even a little fashion forward? Does it have a sense of whimsy? Does it pass the “cool” test? Is it the best quality? And will the parents who shop in the store tell us, “I wish you had this in my size”?
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Do “green” or eco-friendly concerns weigh into your business decisions?
“No, not really. We like to buy locally whenever possible, but there is such a price premium on organic, made in the U.S. products that we can’t do it very much. Customers are much less concerned about organic for older kids than they are for babies.
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What is one trend you’re currently seeing with customers?
“We are seeing a greater demand for simplicity - back to basics toys and gear.
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How does your business make use of the Internet?
“We have been in e-commerce since we opened, so the Internet IS our business.
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What is one change/addition that’s had a positive impact for your business in the last year?
“Social networking through Twitter has introduced me to so many people in the industry, customers, and press. It’s been fantastic. Follow at http://twitter.com/juvieshop
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What is your one piece of advice for someone entering children’s retail today?
“Don’t overbuy at the beginning! Your first year will probably be much, much slower than you think (all entrepreneurs are optimists). Once you place an order, it is a contract with the vendor and you will have to accept and pay for the merchandise. You can start building your inventory once you get a handle on how much you’re (realistically) moving each month.
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About Juvie Shop
Juvie is the place for hip, modern, and stylish kids’ clothes for tween girls and boys, sizes 7-14. Juvie specializes in American and European designer girls’ and boys’ clothing. Lines include Roxy, Jean Bourget, Paul Frank, It Jeans, Splendid Tween, Ella Moss Girl, Charlie Rocket, Wes and Willy, Kingsley, Inky Dink, Micros, Quiksilver… and many more.
You’ll also find great tween gifts, toys, accessories and gear that older preteen kids love. Juvie has activity sets, books, room decor, and more for children, all with an extra bit of whimsy and style.
Juvie also offers clubs, classes and special in-store and community events for tweens. For example, Juvie Stitch ‘n Dish is a knitting, crochet, embroidery and needlecraft group that provides help with projects and “dish” with new and old friends. Led by Laura Huffman, Ph.D, a talented crafter.
Juvie Shop is both an Internet retailer and has a retail store location in Los Angeles.
Juvie
323-667-0344
http://www.juvieshop.com/
http://twitter.com/juvieshop
Email:
2395-C Glendale Blvd.
Los Angeles, CA 90039
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