STORES Magazine - November 2008 - (Page 30)

EXECUTIVE SUITE / FIRST LOOK Ready for Their Clothes Up gaggle of young girlfriends attending a birthday party or a budding fashionista accompanied by her mom. Girls select from among pre-made fashion basics like cotton tees, fleece hoodBY JANET GROEBER ies, dresses and capris, and then customize them with heattransfer images, rhinestones, crystal gems, pins and chains. ashion-obsessed ’tweens now have a youthDebuting mere steps away from Jimmy Choo and Spago, friendly “atelier” in Beverly Hills where they can Fashionology LA resembles many a trendy kids’ apparel store, channel their inner Donna Karan. from the contemporary-styled merchandise fixtures and sleek Fashionology LA is the brainchild of Los AngeAlvar Aalto-designed stools to the stylized mannequins in acles power moms Elizabeth Wiatt and Jaime Tisch. Wiatt, tive poses. an environmental activist and former fashion editor, and Design of the bright and colorful space (think California surf Tisch, the philanthropist wife of film and TV producer shop meets hip ’tween bedroom) was spearheaded by Roman Steve Tisch, wanted to develop an interactive retail Alonso of Commune, a Los Angeles-based consortium of inteexperience around the idea of sewing clothing with their rior designers with deep roots in upscale apparel retail. Comyoung daughters. mune, in turn, tapped into the local artist community by enlisting Margo Victor to design Fashionology’s supergraphics. Their concept targets the lucrative 8- to And imagery abounds. Photographs plas12-year-old girl demographic, which industered on oversized bulletin boards echo a fashion designer’s inspirational storyboarding techtry reports suggest has collective purchasniques. Then there’s the empowering text: ing power in the neighborhood of $20 bilPurchasing power of “Dream It! Make It! Wear It!” is a nod to lion annually. 8- to 12-year-old girls 1960s Los Angeles activist Sister Corita Kent. Visitors to Fashionology LA might find a ’Tweens can design their own looks at Fashionology LA F $20 billion 30 STORES / NOVEMBER 2008 WWW.STORES.ORG http://WWW.STORES.ORG

Table of Contents Feed for the Digital Edition of STORES Magazine - November 2008

STORES Magazine - November 2008 Contents Executive Editor's Page President's Page Every Cup Counts What Shoppers Think Less Park Time, More Shop Time 10 Things You May Have Missed Numbers Worth Counting Full Price/Markdown Retail People Retail Held Captive First Look Concept2Watch Marketing Technology Custom Software PCI Compliance Data Security Arts Update Newsbeat LP Issues: Q&A Cover Story Surveillance Systems Online Fraud Industry Perspective LOEB Retail Letter Point of View NRF News Retail Crossword Retail Industry Calendar Last Laugh

STORES Magazine - November 2008

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