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Store’s website a jean-ius move

7:00am Friday 25th July 2008


INDEPENDENT Bournemouth retailers are beating the global downturn by utilising modern technology while embracing traditional values.

This is in stark contrast to a report by the British Shops and Stores Association (bssa) which reveals that three-month like-for-like sales at independent retailers have dropped 1.83 per cent.

Matt Rowdon, of Bournemouth Jeans at Richmond Hill, said: "The company's website has helped boost trade. It's like having an extra day each week. We manage to sell on average about 30 plus pairs of jeans online every week.

"Most commonly online customers buy more than one pair, whereas in the shop people tend to just buy the one.

"We currently manage to shift 100 to 150 pairs of jeans per week," he said.

He admitted that customers have lost confidence and that there is a ceiling to what the shop can charge for denim.

"Average spend in this shop is £60."

With regards profit, he added: "We're matching and on some occasions beating what we have previously done.

"Mid week sales have dropped off and Saturdays are not what they used to be. Bournemouth has changed."

Embracing good old-fashioned values, Luke Dennison, partner in Ashes Menswear Ltd in Old Christchurch Road, believes that customer service ensures repeat custom at his shop which has been trading in the town for 20 years.

"We have people who have shopped with us so long that their sons now shop with us."

He added: "We're doing as well as last year and last year was better than the year before. Our gross profit is 10 per cent of our turnover.

"Bournemouth is a good place for independents - we're not going anywhere."

His staff have the incentive to talk to customers because they earn commission on top of their wages.

"We'll stand chatting for 45 minutes before we discuss what a customer wants to buy," he said.


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