A few weeks ago Minister of Public Security Khemraj Ramjattan would have enforced the 2 am cap on nightlife. While the ‘Ramjaclock’ cap doesn’t affect me personally and I wasn’t remotely moved by it, it did cause me to reflect on the potential impact it could have on retail fashion and other linked businesses – apart from the clubs and bars.
On a typical night out, which is basically once every four-five months for me, I tend to indulge. New dress, a booked make-up-artist and of course the mandatory salon trip. Going to the club incorporates at least three different expenses spread up amongst three different small businesses. I don’t think I am the only woman in Guyana who has a ‘club game splurge.’ Some get new weaves and some get new nails. It’s a ‘thing’ for some of us. Don’t judge. Different folks, different strokes.
Whilst everyone has been talking about how the beverage and entertainment industries will somehow suffer, quite a few of us have totally ignored the main man, who, of course, is the consumer. What does the consumer now want and what will he or she now settle for? Do all consumers feel the same way? Will our behavior patterns remain the same? Do we still want to spend as much now?
I remember living in UK during a period when the economy was going through a recession and immediately there were all these marketing ploys to get consumers to spend, enticing us into thinking that we were saving a pound here and there. Marketers know that when there are changes for whatever reason, consumers’ spending patterns are also likely to change. Savvy retailers keep tabs on this and find ways to make it work for them. I think it’s high time that local businesses become more attuned to the consumer.
Effects
Perhaps persons are still settling in. I am not sure. But a quick glance over at Gravity would indicate that we seem be getting over the 2 am saga instituted by ‘Uncle Party Done’. Gravity has introduced this new thing called Saturday Lime with buy one, get one free cocktails, plus the sun… let’s hope. But if you’re going to be there when the sun is high in the sky, what do you wear? Most certainly not a Beyoncé looking club dress. This is day time, people. Retailers will have to match the new sartorial needs of consumers. Guyanese boutiques known for catering to a certain aesthetic will have to get with the programme. Our recreational time slots have been switched up.
Appropriate marketing
Pulse would have hosted this themed party ‘Curfew’ which I personally think was quite cheeky and catchy! Why aren’t retailers capitalizing with sales and deals to weave into the ‘change?’ The Cinderella Dress hour perhaps? I also think it would be a fantastic time to do a bit of surveying. Are people buying more or less for nights out? And what niches can you create and capitalize on?
Change is good and like Gravity and Pulse we should probably keep tabs on what is taking place before it affects us. Retailers might find that they have to stock less of the over-priced clubbing clothes and more versatile outfits. At the moment it is easier to find a nightlife dress as opposed to a proper pair of working shoes. Adapt and monitor as the changes trickle down, it would be brilliant to see who is purchasing what and for what.
