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constantly and reinvent. To not wait for change but get out there, drive innovation and think creatively, whether it be creating in-store events, inviting women for one-on-one styling sessions or attending other events and contributing via a small body shaping presentation. The fact is we stopped selling dresses a while ago and truly began selling a relationship, expertise and connection to a world of colour, style and creativity. That approach is working. This change in thinking has inspired the development of a festive and full on year-round in-store events calendar and these events have enabled us to talk to those that have and have yet to be converted to the Annah.S way. And hand in hand with events, I have also looked long and hard at the clothing collections that we are creating. All our items need to be beautiful, appealing and absolutely commercially viable. There can be nothing that allows the point of sale objection. We make it easy for our existing and new customers to say yes… wrap that for me… and add the obi belt and the flower please. It's all about how we give our women a strong enticement to buy. We are definitely selling a service foremost, and delivered well, that service will many times be rewarded with a sale. Our stylists know the magic of dressing women for their body shapes not their body weights. As I write this, I am looking forward to summer not too far "It is simply non-negotiable; we've had to look at our retail models constantly and reinvent. To not wait for change but get out there, drive innovation and think creatively..." away, and a change in seasons always brings a lift in mood and desire to reinvigorate and re-style oneself. We will watch with interest and stay engaged. Technology has induced change and we embrace it. I no longer think of a new season as carrying the responsibility of lifting retail sales. I will always think differently and creatively around my retail model and hence look to create an engaging and inspirational experience for our customers rather than expect them to be satisfied with the old browse and transact model. The Birds of a Feather collaborative model is my focus, the development of pop up stores is another area of study and trial... and the Chameleon frock, our superstar, is constantly under development and metamorphis. I will however, also be refocusing my energies on my knitting and star performing products …a sound strategy for us in the long run. Let's hope that your businesses can undergo a similar transformation and with your wonderful products and services, you can act to embrace this change. In the words of one of my superstar girls, Angela in our Christchurch store, in an attempt to bring some logic to this retail drought, 'I think they are all saving up to buy firewood'. And to that I say…well if they want to feel great about themselves, they'll be stoking the fire wearing Stretton. Annah Stretton Read more online at annahstretton.blogspot.co.nz Five retailers working together to provide everything a girl needs under one roof: Frocks, Shoes, Makeup, Accessories, Coffee and Events 299 Barton Street, Hamilton 07 839 4741 Open Now 134-138 King St, Pukekohe 09 238 3763 126 Picton Street, Howick 09 535 9472 57 Grey Street, Tauranga 07 577 1470 New concept store We have piloted a new concept in retail, under the brand