STORES Magazine - June 2011 - (Page 75)

WORTH WATCHING / CONCEPT2WATCH Love Culture Los Angeles Founder: Jai Rhee Locations: 37 in 17 states L Trendy Girls Rule ove Culture, a 37-unit chain of specialty apparel stores targeting girls and women age 14 to 44, tempts the eye and the imagination with undeniable aesthetic appeal. Its glass storefronts and interior walls, arched ceilings, live palm trees, playful heart-themed logos and stylized “mannequins with attitude” intrigue passing shoppers and invite exploration. Bill Fowler, executive vice president of real estate for the four-year-old Los Angeles-based company, says the chain appeals to those who “constantly reinvent themselves. “We wanted to provide customers with affordable fashion within a design that was unique and constantly kept fresh,” he says. Some design elements “will be carried through each generation [of store], but there will always be something new and unique to keep the concept fresh,” Fowler explains. “We do that with the merchandise as well. We buy all our merchandise from wholesalers in Los Angeles and we have new products delivered to each of our stores daily.” The stores average between 10,000 and 15,000 sq. ft., and all have very small backrooms — Love Culture wants its mostly store-brand products out on the sales floor. The dressing rooms, which have a common lobby area, are spacious, lit by chandeliers and have interesting design touches like long red velvet curtains. Slogans like “Make Your Mark” and “When Girls Take Over” are etched in the glass walls to reinforce the theme of female empowerment. StORES — Liz Parks STORES / JUNE 2011 75 WWW.STORES.ORG http://WWW.STORES.ORG

Table of Contents for the Digital Edition of STORES Magazine - June 2011

Stores - June 2011
Editor’s Page
President’s Page
Retail People
CEO Compensation
Customer Service
Business Strategy
What We’ve Learned
Loss Prevention Supplier Directory
Customer Rewards
Business Management
Social Media
Planning Solutions
Loyalty Programs
Business Intelligence
Store Operations
Divisional Update
NRF News
Point of View
Retail Industry Calendar
End Cap

STORES Magazine - June 2011