Models help clothier stand out - 09/19/01 -
[Cached Version]
Published on: 9/20/2001
Last Visited: 9/20/2001
Michael Steele , owner of the Ice Apparel women's clothing store on West Seven Mile has found a novel way to attract more business on a street filled with retailers.He put fashion models on pedestals in front of his shop.
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Although business has been good at the 1 , 200-square-foot store , Steele knew that he needed to stand out from local competition.We wanted to increase foot traffic , so we chose to take our showroom to the street , the retailer said.The way our storefront is constructed , you can't really see what we have inside.At the same time , we didn't want to just put a rack of clothing out on the sidewalk..What began as a one-time marketing effort aimed primarily at showing off the wares of one of the store's designers has evolved into a dramatic , full-line production.At sundown , models in their 20s strike poses atop pedestals bathed in floodlights.They switch outfits every 15 minutes.
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At first , we just used as models some ladies we already knew , Steele said.Nowadays , we use a team of four , and we're always looking for new faces.And now we added music for them to model by..Business for Steele and his six employees definitely has picked up.Last week was crazy , Steele said , chuckling.We didn't leave the store until one in the morning.What has happened is that we've created a kind of party atmosphere.People want to come in just to see what's going on.Some people have come in the next day after driving by the night before..Steele always has been interested in fashion.Years ago , he worked as a salesman at Northland Mall.
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We liked this area , it was kind of in the middle of a lot of independent retailers , said Steele , who describes the women's clothing he sells as upscale casual and different than what chain stores stock.The shop also offers dressy ensembles , many featuring skirts or trousers with matching tops.Depending on the designer , sizes range to 14.We decided not to do men's clothing , since that doesn't change much , Steele said.It's either suits or jeans -- not much to get excited about.There's so much that can be done with women's clothing..
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Steele and Farr said that since this year's opening , sales have increased each month by up to 15 percent.