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Shopping List: Women’s

Women’s retailers are trying to stay ahead of their competitors with unique product and lower price points.

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Llyndara Harbour

Photo By Courtesy Photo

STELLA, Burlington, Vt.
Llyndara Harbour, owner

Store count: 1 (1,000 sq. ft.)
Open since: 2003
Buying plan: “We’re re-addressing every price point we offer, coming away from our lower-end merchandise and trying to focus on mid-[range] to high-end products.”
Hunting for: “For spring, we feel we can get a little more creative and aggressive.”
Strategy shift: “With the consumer shift of going green, we’re also looking for companies that have a story, whatever it may be.”
View on the economy: “It forces us to re-address what we’re doing, work hard and tighten up our business.”  
Lesson learned from spring ’09: “It doesn’t matter if something is a company’s best seller. We know our customers best, and if we don’t want it in the store, it won’t sell.”
Current bestsellers: Frye, Jeffrey Campbell, Miz Mooz, Gentle Souls
Best price point: $80 to $150
Fall ’09 forecast: “We’re going to see a much stronger holiday season than we had last year. When people come back out with their dollars, it’s going to go toward quality.”
Hottest new brands: Antelope and Corso Como.
Next big thing: “Girly styles and footwear with a story or cause.”
On the way out: “We’re moving our customers out of their Uggs and into beautiful and cozy waterproof boots by Timberland.”

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