Strictly Business feature: Q&A with Shari Cunningham of Sugardaddy's
| Thursday, Nov 19 2009 05:25 PM
Last Updated Thursday, Nov 19 2009 05:34 PM
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Felix Adamo / The Californian Shari Cunningham, left and her daughter Heidi Freeman of Sugardaddy's.
Shari Cunningham has run Sugardaddy's boutique for 26 years. The locally owned, independent store specializes in designer clothes and accessories. Despite competition from department stores and other boutiques, the store has maintained a steady, loyal clientele. We sat down with her to talk about competition and working in retail in a recession.
Our conversation has been edited for clarity and length.
Name: Shari Cunningham
Age: 55
Title/occupation: Owner, Sugardaddy's
Family: Single; a daughter, Heidi Freeman; and one rascal dog Bailee.
Question: What criteria do you use to determine which labels to carry?
Answer: We value quality and determine our labels by broad appeal. We have customers ranging in age from 18 to 90.
Q.: Fashion is perhaps the most difficult field to remain relevant in, because consumer tastes are fickle and constantly changing. How do you keep current on trends?
A.: We don't buy trendy items. Our customers are confident that 10 years down the road, their clothes can still be worn.
Q.: Who is your target demographic and why did you choose to focus there?
A.: Most of our ladies are between 35 and 75 years of age. Our customers, for the most part, have raised their kids and now they've got some disposable income for themselves.
Q.: How has the recession affected your business?
A.: We have been blessed with loyal customers who have been with us since our beginning. Last year was tough, for sure. But I replaced my only employee with my daughter, Heidi, this year, and I think having a family member with a stake in our success has helped increase sales. We're up about 10 percent over last year.
Q.: How many square feet is your store?
A.: 1,700.
Q.: How does a store of your size compete with department stores and big box retailers?
A.: We don't even try. Since we are so small in the world of retail, we don't get deals from vendors. Those are usually for the big box stores. We just buy beautiful clothes.
Q.: What is your outlook for the 2009 holiday shopping season?
A.: I think it's going to be comparable to last year. We're not a toy store and we don't sell electronics or home goods, so we really don't get that many gift purchases. People have to come in and get fitted. That makes it a little harder, if you're buying a present.
Q.: How do you get shoppers in the door who are more inclined to save than go shopping in a soft economy?
A.: We offer a 30-day layaway plan.
We also do some advertising, but we've had the best success with fashion shows, which we do monthly. It's not like shopping on the Internet. My customers like to see, touch, feel the clothes.
Q.: Have impulse purchases vanished in the recession or are there still opportunities to sell last-minute items?
A.: Impulse buyers are always going to be out there.
Q.: Do you cheapen the brand if you offer too many discount items? Why or why not?
A.: No. Not if it's the same quality brand. Our sales racks reflect past season goods, and items that don't fit properly.
Q.: Do you have any fashion advice for people who can't afford new clothes, but want to give an old outfit a new look?
A.: Accessories and new jewelry and shoes always make a girl feel better about herself, and can give you a totally different look.
