SFFAMA: What do you do for Skunk Funk?
sc: I do the Public Relations for the brand as well as running the San Francisco Flagship and soon to be Haight Street location.
SFFAMA: Can you tell us what is your daily schedule like in the store?
sc: Things vary. I check to see the store is neat, clean, organized, well and merchandised. I then check the sales and try to come up with new ways to spark people’s interest, like put a rack of coats outside if the weather is dim. I also do either an event or a sale once a month, so I am also thinking of new creative themes etc. Once a week I go through the store and check to see what is selling and what should be marked down. I then put together a store order to keep new merchandise flowing through the store.
SFFAMA: How did you land your gig with Skunk Funk?
sc: I worked with the importers at another wholesale fashion company.
SFFAMA: What is different about Skunk Funk fashion compared to other retail designers out there?
sc: Skunkfunk is cool because it is functional fashion. The clothing is fashion forward, yet wearable. The garments are constructed with the consumer in mind. You will find our garments are comfortable, durable, with good cuts, fits, and added detail.
SFFAMA: What are challenges in your store operation given the current economic climate?
sc: I have to come up with new, interesting ways to keep people flowing into the store. This is why I do an event or a sale once a month. Once a month is good, this way we do not harass our customer list with multiple emails, which can get very annoying, but we keep them interested. I also make sure our everyone on staff is well versed in good customer service skills. We bring new merchandise in once a week and change up the floor every 2 weeks, this way our regulars find new things. I always keep a large sale section and put $20 racks out front.
SFFAMA: How important is customer service? And, how do you apply it in a daily basis?
sc: Customer service is very important. Everyone who walks in the store is personally greeted. We show them where all the new merchandise is, let them know where they can find sale items and ask them if they have a particular garment in mind. It is important to be helpful, not pushy. I keep it friendly.
SFFAMA: Why is "fashion" important?
sc: Fashion is important because it reflects one's identity, or an identity that they would like to portray. It is the first thing you notice when meeting someone new and usually the last thing that sticks in your mind.
SFFAMA: We heard that you are opening a new flagship store at The Haight. What can we expect from this location?
sc: It is going to be bigger, better and the ambiance will be clean and refreshing. Think green and white with lots of foliage and no right angles...You must come see for yourself. It will be open early December.
SFFAMA: What would you advise to a budding designer or retail entrepreneur considering opening a retail business?
sc: Location, location and price points. This economy has created very savvy shoppers who will only buy if it happens to be in front of them and it is a good deal.
SFFAMA: Which item is the best seller in your store this year? And, who's buying it?
sc: Our best selling categories are coats, jackets, and dresses. Men and women buy coats year round in San Francisco. People like our outerwear because it is good quality, has fantastic detailing and is sold at a reasonable price. Women like our dresses because they fit well, hug in all the right places and come in variations of fabric and colors. This makes it easier for women to find the perfect dress.
SFFAMA: What do you think is going to be the next big thing in fashion?
sc: DROP CROTCH SHORTS AND JUMPERS!
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Sheri Calvert handles the public relations for Skunk Funk, San Francisco and manages the Haight flagship store location.
SKUNKFUNK is located at 302 Valencia Street @ 14th in San Francisco
Phone: (415) 829-3298
Website: http://www.skunkfunk.com/
Owen Geronimo is the founder of SFFAMA .
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