Number of stores: 1
Year opened: 2009
Location: Columbus, Ohio
Amanda Torres Price, BODY: Describe your store, including physical description and key product categories.
B.W.: Modern Vamp Clothing is not your typical lingerie and dancewear store. We carry club wear; exotic dancewear; lingerie; sexy cocktail dresses; tops; denim; shoes; and accessories. The store is decorated in black/white zebra print, gray and hot pink. Window treatments draw attention to detail, as well as the kissing/gossip bench. Black ladder rack system makes merchandising very attractive and shopping easy for our customers. We mix a little artwork into our displays and have our custom logo painting front and center of the cash wrap area. Our curvy mannequins also draw a lot of attention. We change them up weekly in the latest, hottest fashions. We have three nice-sized fitting rooms and are getting ready to add a fourth one with black lighting.
A.T.P.: What makes your store special, and why do customers choose it over competing stores?
B.W.: Our customers love the special attention they get as well as the boutique atmosphere. We carry a very unique mix of products including our own line, the Modern Vamp Collection; you can’t find it anywhere else. These garments can be custom-made to specific measurements. I also keep a log of what the customer wants that they can’t find, and go on a search for the specific item. Nine times out of 10, I can get the item for my customer.
A.T.P.: What brands are important in your store?
B.W.: We carry Dreamgirl; Forplay; Leg Avenue; Folter Clothing; Minor Creations; Body Language; Pleaser; and many more. We just got our first order of Shirley of Hollywood. The Olivia Collection is very upscale and packaged beautifully. I call it fantasy lingerie. I look for it to sell very well.
A.T.P.: What price range and size range do you carry?
B.W.: Most dresses range from $28 to $68, tops: $18 to $28, and denim: $32 to $38. Dancewear separates [run] from $8 to $28, dancewear sets from $18 to $68, [and] lingerie from $18 to $68. We carry sizes S through 3X. Custom garments can be made in any size.
A.T.P.: How would you describe your customer base?
B.W.: 60 percent females of ages 18 and up, 30 percent couples of ages 25 and up, [and] 10 percent males of ages 40 and up. I have noticed the number of couples shopping our store is growing. I think that goes along with the themed party clothes that we carry.
A.T.P.: What is your typical or average customer size?
B.W.: Missy: size S to M, Plus : 3X.
A.T.P.: What does the typical or average customer spend in your store?
B.W.: About $60.
A.T.P.: What trends are currently popular among your customers?
B.W.: Role-play lingerie is very hot. Dreamgirl and Forplay make a good quality product that sells well. I think the customer likes to find everything in one package, aside from the shoes/boots of course. That is one reason why the new Olivia line should do so well. Right now lace seems to be a trend that everyone is looking for. Lingerie that can be layered and worn outside of the bedroom [is also popular].
A.T.P.: Is there any other information about your store that you would like to share with us?
B.W.: We usually have a fashion show in the store about every three months. The customers get special invitations, and those who respond first can get in, as space is limited [...] This is a great way to show off new products and really get to know our customer better. We have special discounts and give-a-ways the night of the show. [For the] Valentine’s Day fashion shows we encourage our couples to come together. We are a sexy boutique and our tag line is “Don’t be caged in. Let your wild side out!”
Store Address: 2667 Northland Plaza Dr., Columbus, Ohio, 43231