Since 1995, Leigh, Samantha, and Jamie Foster have been buying clothes for their independent store, Boutique on Main Street. Located in the heart of Gisborne on the east coast of the North Island, Boutique on Main Street offers high-quality clothing and accessories for women, men, and kids, as well as an assortment of jewellery, glasses, and footwear.
Boutique on Main Street is a store with a wide demographic, with something in store for the whole family. The store aims to offer a vast variety of garments and accessories, catering to all needs, from streetwear to high fashion.
An advantage of the boutique style, rather than a mass department store, is that there is much more exposure for smaller known labels.
“Having the designers merchandised with other complimentary brands means a customer might come across something they might not have been initially looking for,” said Jamie Foster.
When searching for garments in-store, Foster said she is looking for designs with a point of difference that fit in with the look the store is trying to go for.
“We think it is important for the designer to take retailer feedback and ask the retailers what products are selling and what is not working. Also, visit the store where you want to be stocked to understand the retailer's customer base. What might sell in the big cities may not sell well in smaller regions.”
Foster added that it is essential to follow seasonal trends as the customer constantly explores what has been advertised heavily on social media. Local designers from New Zealand also feature within the store as well.
According to Foster, one factor that has become increasingly frequent with customers has been sustainability. She said that it does help to sell the product if it has been made sustainably. However, it is still more the look customers want to achieve that ultimately seals the deal.
Several fashion trends are coming through in the upcoming season that Foster is excited to stock. Feminine dresses, wide-leg pants, and oversized blazers are all coming into style, which Foster said was a great way for people to express themselves, and great to see so many designers doing a wide variety of garments to suit everyone.
In the future, Foster said she is always looking for fresh ideas and will continue to look at new brands to grow the store.
“We focus on giving a customer service experience that will make people want to come in-store rather than shop online.”
