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retail profiles // sexy // doctor john’s lingerie & novelty boutique

Doctor John’s Lingerie & Novelty Boutique

Doctor John’s Lingerie & Novelty Boutique - Front
www.drjohnsonline.com
(801) 746 1417

Report

Q&A with Mary Greentree, supervisor & buyer

Ted Vayos, BODY: Describe your store.

Mary: In the year 2000, Doctor John’s Lingerie & Novelty Boutique settled in the wild wild west! The stores have become landmarks in the area’s uncharted land of exotic intimate apparel. We operate six stores in Utah, Colorado, Iowa and Nebraska. The stores range in size from 3,500 square feet to 6,500 square feet. Brightly lit with neon purple, we offer colorful displays of eye candy for a variety of personal tastes. Our goal is to bring customers a hipper, newer and more exciting place to shop.

Ted: What makes your store special?

Mary: Customers love to shop with us because we offer five-star customer service 24 hours a day thanks to a knowledgeable staff. We have customers leaving our stores ecstatic to have something new for their intimate collections. With so much to offer, they always come back for more.

Ted: What brands are important to your store?

Mary: We offer a vast selection of hosiery from Music Legs and Leg Avenue and an abundance of lingerie from iCollection, Fantasy Lingerie, Dreamgirl, Be Wicked, Raveware and many more! We also offer street apparel from Hustler and Sik World, a fabulous selection of leather from Elegant Moments and Allure, and mix-and-match pieces from BodyZone and Body Language. We carry costumes all year from companies like Forplay, Roma and more. Male Power menswear is quite popular with our male clientele. Doctor John’s also believes that if you give a girl the right shoes, she can conquer the world — therefore, we dedicate a large area of our stores to shoes from Pleaser, Ellie’s Shoes and The Highest Heel.

Ted: Describe popular styles or trends in your store.

Mary: Everyone’s looking for racier, more revealing and intricate apparel to add to their wardrobes. The basic T-shirt bra has been overshadowed by a newer urge for women to release their inner goddess with a fancier, more erotic image. Popular trends are leaning toward burlesque and pin-up styles. Ravewear has also flooded our market!

Ted: What are your price and size ranges?

Mary: We offer customers a wide-ranging selection of price points from our clearance section to the highest-end lingerie on the market. Sizes from XXS to 4X can find something to fit their budget and body structure.

Ted: What is your average customer size?

Mary: We see shoppers of all shapes and sizes. Hard-bodied customers are looking to show off what they’ve got, while fuller-figured women enjoy our broad array of plus sizes.

Ted: What does the average customer spend per visit?

Mary: Our average customers spend between $50 and $100 — seems that even during these hard economic times, people still want to complement their wardrobe with sexy intimate apparel.

Ted: Describe your customer base.

Mary: We get tons of young girls looking for the hottest styles to wear clubbing, yet we can’t forget our middle-aged housewives with expendable income looking to spice up their love lives and eager men who want to bring something special home!

Ted: Is there any other information you want to share?

Mary: Doctor John’s is expanding across the frontier! Remodeling, revamping and building new stores is our goal. Look for a location coming near you.


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