Here, a few tips on how to make a store mother-daughter friendly.
This story first appeared in the October 10, 2002 issue of WWD. Subscribe Today.
Advertise wisely. Sandra Jones at Nekos reaches her mothers through an ad in an Atlanta magazine and the daughters through an ad in Jezebel, an alternative newspaper.
Remember, size matters. Pay attention to how lines are sized. Though many mothers won’t fit into skimpily cut collections aimed at the Britney-loving set, lines with wide size ranges and more conservative cuts can be worn by both. Try Juicy Couture and Seven jeans, for starters.
Accessorize, accessorize, accessorize. There’s plenty of purses, shoes and baubles out there that both moms and teens can appreciate. Dipping into the gift market might not be such a bad idea, either.
Play up the promotions. Why not throw a “Girls Night Out,” or a pre-prom-themed trunk show?
Don’t be shy. Sounds a bit obvious, but making an effort to get to know your mom-daughter pairs can pay off in the end. After all, if you call one lady of the house about a sale, chances are the other will show up, too.
Stay age appropriate. Too-trendy looks will scare away mothers, just as merchandise that’s too mature will frighten the daughters.
Play the happy hostess. When a mother-daughter pair enters the store, greet them and make sure they know where clothes best suited to each can be found.