Kin Los Angeles – a hot celebrity clothing boutique favored by the likes of Jessica Alba and Kanye West – is getting a closet makeover.
The West Hollywood store streamlined its operations last month and is planning to bring in a new mix of brands that are less mainstream.
The change is coming as the company plans to open its third outpost in Huntington Beach and launch a redesigned e-commerce website next month.
To help jump-start its plans, Kin recently named Robert Vilay head buyer and head of operations and Chewy Yang district representative, who will also select merchandise.
Vilay said bringing in labels not readily available in other boutiques will give it an edge, but he recognizes the plan could prove tough to pull off as customers often prefer recognizable brands such as 3.1 Phillip Lim.
“It’s always going to be a challenge,” Vilay said. “But we’re ready to take it full on. Anyone could buy (clothing) and open up a boutique, but getting people into the store is a challenge. And how do you get people into the store? You’ve got to get them interested.”
The boutique, co-founded in 2004 by Darrel Adams and now owned and managed by his father, Tom, shares some parallels with the once legendary L.A. retailer Kitson. That brand, which closed its 17 stores in December, was known for its celebrity clientele as well as discovering and launching now-iconic brands such as UGG boots and True Religion jeans.
But Kin expects its revamp will actually help boost sales, because it’s focusing more on customer feedback – unlike Kitson, which shifted away from selling the items that made it popular, such as trendy gift and novelty products.
“We are very aware of Kitson closing,” Vilay said. “And we are not concerned about Kin Los Angeles closing down anytime soon. We find that to cater to our target audience we have to learn adaptability. The key to maintaining your loyal following is growing with your customers.”
The boutique is plotting out its new direction at a time when retail sales turned in their weakest year for sales growth since 2009, according to a report by the Commerce Department last month. U.S. retail sales were up only 2.1 percent last year, compared with a 3.9 percent gain in 2014.
Kin declined to state revenue but said increasing its sales has been a challenge. However, the company said online revenue has been growing at a higher rate than in-store sales over the past four months.
New threads
After its launch 12 years ago, the luxury retail shop on Sunset Boulevard quickly became a go-to for celebrities and fashion executives looking to score labels such as Helmut Lang and Skingraft. Looking to capitalize on its success, the store opened a location in Bel Air in 2013. Its third location is expected to open in March at the new Pacific City shopping center in Huntington Beach.
Yang said with its new buying strategy, the company hopes to be a go-to for customers wanting unique, hard-to-find merchandise. And the business will use customer feedback to help guide what will be found on its racks and shelves.
“We love consulting with our clients and customers who come in that have been with us for years,” Yang said. “We ask, What do you want to see in the store next? That’s how you bring back business.”
The common practice for retail buyers is to look at what styles and clothing brands are generating media buzz and then analyze sales figures before bringing it into the store. While Kin does some of that, its model is balanced more toward asking customers directly about what brands and styles they want to see.
“We do look at our numbers,” Yang said. “But with our buying strategy, any of the new brands we buy lightly, and if it does well then the next season, we’ll go in and do a heavier buy.”
James Dion, founder and president of Chicago retail consulting firm Dionco Inc., said it’s a good move for stores to establish relationships with customers and seek their input on products because retailers live and die based on the taste level of their buyers.
“We call that eating your own dog food,” said Dion. “There’s nothing more humbling than having a customer tell you your baby is ugly. So, the buyer in the store is getting that direct feedback from the customer.”
Kin gets feedback by calling longtime customers to come into the store and try on new merchandise. It also gauges interest from walk-in shoppers. Vilay said the store rarely reaches out to its celebrity clientele, opting to give them space.
“The best we can do is ensure we are controlling what is controllable within our business through our associates, store visuals and products for when they do come back in,” he said.
And now Kin buyers will have additional customers to satisfy as the Orange County store and website prepare to launch.
“It’s no different than shopping for a Christmas present for someone that you barely know,” said Vilay about choosing which labels to buy. “Unless you ask the proper questions, that’s what’s going to make your job a lot easier. The customer feedback is No. 1 to us.”
