While we all shop, not everyone understands how the product actually ends up on the retailer’s shelves.
Today I shadowed Miranda Black owner of Theodore 1922 as she made the rounds at MRket Show. The purpose was simple, it was to gain a little insight as to the steps that occurs prior to the purchase in your favorite store.
Miranda explained to me that even before arriving at MRket Show her thinking process begins. She starts off by reviewing the list of attendees on the MRket Show website, and does a little research as to what they have to offer. Sometimes the name stands out and that leads to a new discovery via internet research. Once at the venue Miranda says one of the first question she ask after picking up the list of vendors is “What are the customers asking for?” While she may have already made note as to the booths she’ll visit, she still walks every aisle looking for that ‘break out’ item. One of the things she seems to pride herself on is the ability to look for the interesting items of great quality (as evident in the list of brands she carries at Theodore 1922 -Eton, Sand, Longchamp to name a few).
In terms of picking out items, Miranda stated that it has to be something she really likes and wants to share. It’s not about stocking product, but instead selecting items that she believes in.
Once at the booth, the process moves to the next stage. Here it’s about touching and reviewing all the potential product. Miranda remained attentive while the representative explained the product, but ultimately it was all about being present and finding the right item for her store - the perfect pieces.
Once the selection is made (January), the order is placed, the product is shipped and is made available to the general (particular) shopper around September/October.
Theodore 1922 has been operating since 2007 and Miranda has been attending MRket Show since the Summer of 2007. Here she says she finds the right mix, and says MRket Show is a must for her every season.
All photos at the Duchamp booth.
Theodore 1922 carries a wide range of items that caters to those who enjoy the classics as well as those who look for style that traditionally influenced with an edge