A MOVABLE BOUTIQUE
Fashion truck brings wares to PNE
Move over, food trucks.
The hot, new mobile business model has less to do with filling our stomachs and more to do with stocking our closets.
“Fashion mobile trucks are trending,” says Maria Atalay, the exhibit space coordinator for The PNE.
Mobile boutiques have grown in popularity in recent years — thanks in part to their presence in international cities such as New York, not to mention festivals such as Coachella and must-pin, busboutique shots on social-media sites such as Pinterest.
But aside from offering a fresh take on fashion, the rolling retail offerings provide small-business owners with a chance to forgo some of the pricier elements of setting up a retail shop.
“I knew that opening a brick and mortar would be challenging, especially with the rising cost of rent. I also didn’t know what location would be best for me, so the last thing I wanted to do was sign an expensive lease and be stuck in a location for 1-2 years that wasn’t my target market,” explains Meghan Currie, owner of the Vancouver Fashion Truck. “I was inspired by a small trailer filled with baby goods at a market last summer. It was at that point I knew I wanted to make my store mobile.”
But while the trucks save on traditional brick-and-mortar costs, they don’t skimp on style.
“The interior of Double the Love & Co. has been completely redone and modified to look like a highend boutique,” owner Zofia Rodriguez says. “The interior has gorgeous German-imported flooring, even lighting throughout the shop, big mirrors and a flower wall. The shopping experience is very similar to a classic brick-and-mortar experience once you’re inside.”
And the best part? The stores are constantly on the move to new customers and markets.
“We are able to participate in some of the best events in the Lower Mainland, constantly change our scenery and reach more customers in different demographics,” says Kora Pridy, who co-owns the Ardillas United fashion truck with Karolina Jasinski.
“We also love not being tied down by standard retail-type schedules. Offering private shopping parties allows us to get to know our customers on a more personal level.”
Currie says the ability to take the products directly to consumers is a welcome change from traditional retail.
“One thing I do not particularly like about brick and mortar is waiting for the people to come to you,” she says. “The old saying, ‘Build it and they will come,’ does not seem to work that well anymore. When I managed a women’s clothing boutique we were always thinking of ways to get people in our doors, and it became harder and harder each year. The sales had to be bigger and the events had to offer more.”
Rodriguez says the movable model creates a perfect storm for customers who appreciate the idea of see-now-buy-now. Mainly because the curated collection of items on offer within mobile boutiques mean if you hesitate to pick up that T-shirt or dress that caught your attention, the item (and the truck) will likely be long gone by the time you return.
“Our business model creates urgency because the items don’t stay in the store for long, as with all the traffic the turnover is quite high at large-scale events,” she explains.
Like all small businesses, though, the truck owners admit there have been a few bumps in the road.
“Being in a truck means that we experience all sorts of mechanical dramas,” Pridy admits. “Above all, our biggest challenge is licensing. Unfortunately, most municipalities do not license our type of business, so we are unable to just park her on the street and open the doors. We are limited to events and private parking.”
But the trucks have found a spot to park at the PNE.
Atalay and her team decided to test the interest level of PNE attendees in the rolling retail stores by inviting Ardillas United to park its shop during last year’s Fair at the PNE.
This year, fairgoers can expect to see three fashion trucks selling their wares during the summertime event, with the Vancouver Fashion Truck and Double the Love & Co. joining Ardillas United.
“We search all over North America sourcing the most interesting vendors,” Atalay explains of the selection process.
“We saw what these three fashion trucks were doing throughout the city, and loved how they operated, their look and feel, and of course their diverse products.”
So, what can visitors expect to find in-store during The Fair?
“We’ll be bringing in our classic staples, pieces that we always love to carry and some great transitional pieces that can be worn from summer and straight into fall,” Rodriguez says.
“We carry a variety of brands from L.A. and N.Y.C. The style for the store is feminine, elegant, sexy — but always wearable.”
And as for after the trucks roll off the PNE lot, shoppers can turn to social media to find out where the trio of trucks will be headed next.
“We’re very active on our Instagram and Facebook pages,” Rodriguez says. “Our locations are always posted on there and we have a full calendar on our website.”