When you go shopping in Guyana are your experiences pleasant? Do you visit the same store repeatedly because of the any particular stimulator? Do you feel compelled and tingly inside to immediately return when you get your next pay cheque? All my answers would be a big fat no!
I personally don’t feel we are spoilt for choice locally despite the ridiculous amount of fashion retailers we have. It has been a constant cry that most stores carry the same items and there isn’t much difference amongst them. There is no drastic price or quality difference.
Except for where the Chinese retailers are concerned. But who wants that anyway? Most stores with the exception of a few have managed to carve out a niche for themselves in the market whilst some are just there because of the family barrel and trips to the sale rack whilst on vacation in a North American country.
When you go shopping in Guyana you should surely forget the word pleasant. The fact is that the prices and quality amongst the boutiques are more or less similar. No store has managed to really connect on an experiential level. I agree there are the occasional new arrivals, cocktail party, and far-flung special treats but nothing in particular to really develop a longstanding relationship.
Do we really feel special as consumers when we go shopping? It seems that every time I go shopping locally it’s because I am forced to buy something and it was too late to order through ZoOn. I will give and take the fact that most of the large retailers cater to the masses and their unique selling point would be price. However, Guyana is home to numerous boutiques and none of them have actually stood out. The experience, aesthetics and layout are more or less the same. There is hardly any reason why one should choose one over the other.
Some have tried their absolute best and they should be recognized. Amongst the few that are trying to set a standard in some way are Lifestyles Boutique, which probably has one of the most responsive supply chain management structures with reference to trends; semi-luxury retailers King’s Fashion and Glamour Designer Brands.
Then there is John Lewis Styles which has managed to deliver a basic lifestyle/family-oriented retail shop, catering not just to men and women but to children.
Several other boutiques continue to fight a good and strong battle but lack in several areas. There is something that is missing. The rate and speed at which Yoox.com, Net-a-Porter, ASOS, Boohoo and others are functioning, you are probably better off buying online. You are guaranteed a better relationship. Never mind it’s computerized. That’s right. In the comfort of your very own home. I mean, if there is nothing special about going to the store, why not trade it in for cyber fashion.
We may not get to touch and feel but we get personalized emails, early access to sales and new arrivals, discount codes, free treats dependent on monitored patronage. Maybe the personalized, one on one communication has gotten to me. There is that relationship marketing that is missing from most local fashion retailers.
Websites like Lookbooks and Guest Stylists, just to mention a few, and editorialised showroom windows are eye-popping. Looking at Nasty Gal’s website is just as or more appealing than a few a mannequins in a store. In addition, you are more or less paying the same price, plus there is always a sale.
There is a growing interest in quality, price and value for money when shopping locally for fashions. There is too a big outcry from females as regards variety and choice. This is why ZoOn is becoming more and more successful by the micro second. This is why is shopping online is the thing we are starting to engage in more as opposed to local shopping. So we don’t get the dressing room to try it on, but the size guidelines with a measuring tape work just as good.
The 21st century lady not only wants to spend her money in a utilitarian manner, she wants to enjoy that purchase whilst she is making it. Retailers in Guyana need to stop just selling clothes and start selling the experience.
