Developing a Retro Label: Four Key Inquiries to Foster Progress

In a crowded retail market, standing out is crucial for any brand. For vintage shop owners, this challenge can be particularly daunting. However, Sloane Middleton Mann, the founder of Business of Vintage, a marketing agency specialising in vintage and antique shops, offers some valuable advice.

Mann suggests that owning a niche makes a brand stand out, allowing it to cater to a specific audience and create a unique shopping experience. This uniqueness, in turn, makes the brand more memorable to shoppers.

To achieve this, Mann advises observing customer behaviour to recognise patterns and tailor the approach accordingly. Understanding what customers want from a shop and ensuring these needs are fulfilled is essential. This can be achieved by considering their frequently asked questions, asking for their preferences, and regularly requesting feedback.

Mann also emphasises the importance of consistency, reliability, and trust in vintage shops. Consistent brand voice, aesthetic, and content across feeds, website, and DMs can make a brand feel reliable and trustworthy. This consistency is crucial, as it builds customer confidence and fosters long-term relationships.

In a competitive retail landscape, building systems is essential for a vintage shop's growth. Identifying areas for growth is the first step towards building systems that support a vintage shop. Repeatable processes save time and bring peace of mind, allowing shop owners to focus on other aspects of their business.

Mann encourages vintage shop owners to study their markets and customer groups, as several German vintage store operators have done in recent years. Adapting the business to meet customer expectations and remain competitive in the vintage market is key to success.

Big brands' visible customer service, unlimited returns, and consistent communication build consumer trust. Vintage shops can emulate these practices to build their own consumer trust. For instance, having consistent store hours, regular inventory updates, and an active social media presence can show reliability to shoppers.

In conclusion, to grow a stronger customer base, vintage shop owners should reflect on Mann's four questions: Are you satisfying your customers? Do you understand your customer? Are you consistent and reliable? And have you identified areas for growth? By answering these questions honestly and taking action, vintage shop owners can build a successful and memorable brand.

Business of Vintage can be found on Instagram under the handle @business.of.vintage.