– by Erin Bremner –
Regarding technology and the world of fashion, there are many angles, from man-made easy-care fabrics, to cellulose-based microfibers and recycled pop bottles turned polyester polo shirts. Another area of technology that affects any small business is the accessibility of product in the palm of our hands via mobile devices, which goes along with the eBay philosophy of rating your experience and posting it for other users to see. It may appear to be difficult at first, but embracing some of these new advances in technology can be fun!
It really is amazing to learn how technological advances have simplified some ways of doing business. Since opening our new store in downtown Victoria, I’ve been learning about custom suits. We are working with a Canadian manufacturer who uses online tools to translate measurements to a machine in Ontario, which then selects the desired fabric and cuts the material to spec for this custom suit. Eight to 21 days after placing the order we receive the beautiful new Canadian-made, custom suit.
The fabric umbrella is also pretty amazing. Whether you prefer easy care and quick-drying active wear, cellulose-based microfibers, eco-friendly textiles such as soy and bamboo, or technical waterproof pieces, it seems like there is something out there for everyone. I’m proud and confident to say that the variety of shops in Sidney can offer all of these fashionable, functional and practical choices for both men and women! I encourage you to scout out a fabric you wouldn’t normally purchase and just try it on. You may be pleasantly surprised by how good it feels!
A concern of many retail business owners is the availability of product sold online by shops that are always open and willing to deliver to your door (or community mailbox). Advances in technology have made it easy to find product online, compare prices and review customer experiences before a customer even crosses your threshold. But for the clothing industry, I believe there is still a desire to touch a fabric, to try on a garment, and to have an in-person social interaction.
The competitive advantage that is within our circle of control is service. Beyond the polite gestures is striving for the gold star rating, where clients develop a level of connection and sense of ownership to your business. I applaud the Sidney Business Improvement Area Society for establishing a Customer Service Pledge, so all Sidney businesses can aim to exceed customer expectations!
Social media is a great way for a customer to interact with a business, and an actual way businesses can measure their successes! I recently received an inquiry on Facebook about a pair of men’s boots in our store window. We were not open at the time this customer walked by, but she kindly wrote us a note on Facebook which we were able to respond to even before the store was open again, and we took the time to send additional information including links to the manufacturer’s website.
Our great little seaside town may seem a bit old-fashioned sometimes, but the future beckons us, and I welcome it with open arms.
