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Boutiques strive to bring edgy apparel to Columbia
February 28, 2008 | 12:00 a.m. CST
Fashionistas might not find a Rodeo Drive-quality selection in downtown Columbia, but The District still has a lot to offer when it comes to designer duds. Thanks to the growing number of downtown boutiques, acquiring the current “it” bag or those new skinny jeans does not demand a trip out of town to the closest Neiman Marcus. Many Columbia stores now carry designer brands and high-end lines that make a shopping trip downtown more chic than in years past.
The denim obsession of the past few years did not, by any means, miss Columbia, and downtown clothing retailers have catered to the needs of the style-obsessed. Denim enthusiasts can choose from brands such as Citizens of Humanity, Paige, Rich and Skinny, True Religion and Seven for All Mankind. Despite the myriad options available downtown, true denim connoisseurs know one of the most coveted labels has not been offered by any Columbia retailer — until now.
Related MultimediaRock & Republic, a high-end, edgy clothing brand, is available for the first time at Manhattan Closet in The District. Currently, the store offers two denim styles with five more designs coming in during the next few weeks. Sarah Hodapp, owner of Manhattan Closet, underwent a rigorous application process when she applied to carry the brand in her boutique. “They asked me numerous questions from where I went to school to what I have done so far in the fashion industry,” Hodapp says.
Other boutiques downtown applied for the line as well but were not approved. Denials are subject to speculation because representatives from Rock & Republic do not deign to justify their rejections. Elly Swetz, owner of Elly’s Couture received a “regret to inform you” e-mail a few weeks after submitting her application. She called shortly after to inquire further but was given no reason behind the rejection.
Swank Boutique is the only retailer to offer the luxe Juicy Couture label in Columbia. Like Rock & Republic, Juicy wasn’t easily attained, and owner Erin Keltner says it took one year for Swank to finally receive approval. The company wanted to be sure the store was well-established in the community and required certain details such as Swank’s profits.
Such brands as Rock & Republic and Juicy require boutique owners to go through a selective process to provide a level of status for those who actually own the clothing. “They don’t want their brand saturated,” Hodapp says. “And if you can walk down the street and get it at five other stores, it’s really not that special.” Keeping their product distinct in the market is a concern for both the brands and boutique owners. Many retailers require stores that carry their brand to be 3 miles apart. “You are brand-specific — exclusive,” says Patty Holmstrom, store manager of Britches Clothing. “You are the only one who can offer that product.”
Many brand representatives ask for details and statistics of a store’s location. Companies also consider the existing brands within the prospective boutique. Some of the reputable brands Manhattan Closet carries already, such as Elie Tahari and BCBG, might have influenced Rock & Republic’s approval, Swetz says. Once a boutique is approved to carry a brand, the store must stay competitive, or the brand could offer its product to a rival retailer.
Downtown is no SoHo, but because of the increasing number of specialty shops and clothing boutiques, the latest looks and exclusive brands will continue to be available in Columbia. Trista Heller, an avid shopper, usually skips a trip to the mall and heads to The District for all of her fashion cravings. She believes the downtown scene has a lot of options, especially for a town in mid-Missouri. Although most of these boutiques carry luxury items with steep prices, adding a few pieces from downtown will bring uptown style to anyone’s wardrobe. Additional reporting By Jami Oetting
