full interview: curating a pop-up with Bronwyn Lowenthal
How to manage a boutique and curate the perfect shopping experience.
Last month, we hosted the fourth and final edition of our YKWU Digital series, which went beyond our monthly knit club and shared tips on how to market and sell your knitwear. Inviting Brownyn Lowenthal, the foundr of Lowie, who talked about managing a boutique and curating the perfect shopping experience for customers.
We met Bronwyn at a roundtable discussion event a few months ago and thought her expertise about retail and fashion would be perfect for our digital series.
Bronwyn is a Tasmanian designer, author and entrepreneur who is passionate about sustainability, the environment and a fair world for all. She is also the founder of Lowie, which is a small South London boutique that offers ethical, eco-friendly, fashion-forward garments and accessories that feature knitting, crochet, embroidery and hand stitching, and are inspired by her holidays.
Lowie was founded in 2002 and began as a Portobello Market stall, evolved into pop-ups in Covent Garden and Old Street, and finally found a permanent home in South London. The flagship store in Herne Hill includes a studio and garden in the back. It was recently ranked among the top 20 boutiques in the UK by The Observer and the top 50 boutiques in Britain by The Telegraph.
Bronwyn took an hour out of her schedule to run us through Lowie’s journey and answer our questions about managing the IRL side of a fashion retail business.
Lessons learned
Be clear on your USP
List the reasons your clothes are different to that of your rivals and the reasons why customers should buy from you.
Emerge in local and live close to your business
You’ll have more time to dedicate to your store, if you live nearby.
Prioritise quality
Bronwyn suggested that scrimping on quality can lead to poor sales and margins.
Scarcity is a marketing tool
A sold out product will motivate customers to come to your store because they’ll realise they must act quickly to get what they want.
Be prepared
Make sure your team is briefed and the store is clean and stocked before you open.
Get to know your customers
Ask questions to understand your customer’s needs and interests.
Hire the right team
Take time to hire and train your staff and praise them when they do well.
Market locally
Get in contact with the council, estate agents and local media to market your store.
Knitwear never goes out of style
People will buy your clothes regardless of the season if they like it.
Watch a preview:
Become a member to access the full video and Bronwyn’s presentation. Get access to this plus previous YKWU Digital talks for £5.