For most businesses, "finding your customer base" means tracking them online.
Smak Parlour, an eclectic women's fashion store in Old City, has an alternative method: They're putting their next shop on wheels.
The 18-foot "fashion truck" -- a concept that started in Los Angeles -- resembles a high-end brick-and-mortar operation. The space has French doors, hardwood floors, eight-foot ceilings, dressing rooms and air conditioning. Cofounders (and Drexel alums) Abby Kessler and Katie Lubieski recently secured a coveted vending spot at 40th and Locust Streets.
"It's a great way to expand and strategically sell your product," says Lubieski. "You go to where your customers are."
The boutique -- which specializes in merchandise by independent designers sold below $100 -- will stock the truck with top-sellers from their established location. Because it costs less to run than a storefront, the mobile shop will feature reduced prices.
In eight years, Smak Parlour has evolved from a locally produced clothing line to a full-fledged retailer (they still produce their branded garments locally). In 2008, they began expanding their inventory and reduced the price point to accommodate the unstable economy. The strategy has helped annual sales grow by 30 percent over the past two years.
The partners have already showcased their collection at the Philadelphia Tattoo Convention, the Cherry Blossom Festival in Washington D.C., and the Holiday Pop-Up in King of Prussia. To track the fashion truck, customers can use
Twitter and
Facebook.
"The possibilities are endless," says Kessler. "I picture a fleet of fashion trucks all over the country."
Source: Abby Kessler and Katie Lubieski, Smak Parlor
Writer: Dana Henry