In the personal styling feature in the current print issue (buy it here!), we spoke to Beth of B. Jones Style (she’s doing big things over at her blog–check it out), who wisely advises aspiring stylists to develop relationships with local boutiques.
Making the right connections and cultivating trust with area retailers can help you create a base of stores from which to pull clothing and accessories for photo shoots, fashion shows, and other opportunities that may arise.
So, what’s the best way to go about doing such a thing? Let’s go over some basic tactics:
Know the shops in your area
Do a good ol’ Google search, ask around, or–really, if you’re into fashion, you probably already know the local hotspots. Subscribe to store’s email list, set up a Google Alert for “(your city) boutique”, or subscribe to the feed of a publication that covers local retailers to stay up to date on sales and events.
Make contact
Plan a trip! If you have a blog, contact owner ahead of time and let them know you’re interested in writing about their store or covering their event. I ran into trouble at an event when there was a paid professional photographer there who felt threatened when I took photos (even though I’m not a photographer), so make sure it’s okay to take pictures.
This blogging thing is still pretty new for a lot of people, so you may need to explain what you do. Send a link to your site so they can check it out before you arrive.
Take a trip
Dress the part for your visit, and when you arrive be friendly and professional. Bring your camera (or your photographer if you’re lucky enough to have one) as well as plenty of business cards to distribute.
Take pictures of the shop, the merchandise, the owner and employees, or whatever images best fit your site content. When taking pictures of other people, make sure you have their permission to post their photo and be sure write down their names–with the correct spelling!
If they’re not too busy, chat with the people running the shop. Ask when they get shipments in, what services they offer, and if they have any special sales or events coming up. The more interested you are, the better!
Buy a little something if see something you like and you can afford it–people support people who support them.
Blog it
If you had a good experience, post a write-up on your site. Talk about your visit in first person, and make sure the post is attractive–use clear pictures and proper grammar and spelling. If you use a direct quote, make sure it’s accurate.
Easy things to write about include the location, store setup/atmosphere, clothing brands, your favorite finds, good deals, and how you’d style certain pieces. Always write in your own voice and keep it real–your readers are still your first priority.
Follow up
Send a follow-up “great meeting you” email with a link to the published post to the shop owner. It also helps to attach a few pictures if you got any good ones–people love to receive pictures of themselves. I usually email one or two images of the store owner and employees, along with a link to a Flickr set with the pictures taken. If you’re open to it, let them know they’re welcome to use the photos as long as they’re credited to you.
Keep in touch
If the boutique has social media accounts, follow them on Twitter or Like them on Facebook. Send a quick request to link to the shop owner on LinkedIn. If you’re forgetful (welcome to the club!), set up an email group list of all the shops you’ve contacted, and set a reminder on your calendar to contact the list every 4-6 weeks. Sending a quick email to ask if they received anything new or interesting is a simple way to stay in the loop!
Tweet This Post
Post to Facebook
Stumble This Post
Overheard