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The Specialty shop: how to create your own unique and profitable retail business

Author: Finell, Dorothy Publisher: AMACOM, 2007.Language: EnglishDescription: 226 p. : Photos ; 24 cm.ISBN: 081447442XType of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HD62.5 .F56 2007
(Browse shelf)
001223258
Available 001223258
Total holds: 0

Includes bibliographical references and index

Digitized

The Specialty Shop How to Create Your Own Unique and Profitable Retail Business Contents A Stone-Faced Customer Introduction xi 1 1 Planning Your Business Finding Your Niche Furnishings and Apparel Trade Shows and Gift Fairs Financial Planning Success Stories: The Tea House, Teas and Accessories Every Little Thing, Miniatures and Collectibles Whittaker's, Gifts 5 6 10 11 15 17 17 20 20 2 Ambience, Décor, and Display Ambience Interior Decor 23 23 25 Establishing a Theme Exterior Decor Merchandise Display Vignettes Display Windows Success Stories: La Conversation, Bakery and Café Buosi, Men's Apparel Jan de Luz, Linens and Furniture Papier Mâché, Masks 26 28 30 33 34 35 35 40 43 45 3 Location, Location, Location Demographics What Not to Look For Carmel, California Success Stories: Helia's, Women's Apparel Candlesticks of Carmel, Candles Bittner, Pens and Accoutrements Cottage of Sweets, Candies Nature's Bounty by the Sea, Gems and Minerals 49 50 52 59 56 56 59 61 61 64 4 Creating, Mini-Boutiques Success Stories: Landis General Store, Mini-Boutiques and Gifts Why Not, Children's Apparel and Toys KRML, Radio Station, Retail, Concert Venue 65 65 65 72 74 5 Finances SCORE Advice Inventory Control Licenses, Trademarks, Zoning, and Insurance Taxes Gaspar Cardinale: Consultant Success Stories: The Carmel Hat Company, Hats Henning's, Cakes and Party Goods 77 77 81 82 82 84 89 89 92 6 Customer Service and Hiring and Training Personnel The Primary Principles of Retailing Learning the Ropes Are You In the Right Business? Hiring Training Return Policies Success Stories: Husk, Women's Apparel, Arts and Crafts Felloni, Fabric, Men's Apparel Coffee and The Works, Kitchenware Velo Pro and Trailhead, Bicycles, Camping, Hiking 97 98 99 99 101 104 110 113 113 117 120 123 7 Marketing, Advertising, and Promoting Defining Marketing Paid Advertising 127 127 129 Newspapers Special-Interest Publications Cable TV Phone Books Put Yourself in the Movies Websites: Individual, Co-op, and E-Commerce Public Relations Newsletters E-Mail Promotions Press Releases Flyers Writing Feature Articles Customized Logos Promotions In-Store Promotions Theater and Other Event Advertising Charity Benefits Gift Wrapping The Best Marketing Success Stories: Scabass, Women's Apparel The Book Den, Secondhand Books L'Atelier, Knitting The Carmel Doll Shop, Dolls Juel, Jewelry 129 130 132 133 133 134 138 138 139 139 140 141 142 142 144 144 145 145 146 147 147 151 154 157 159 163 163 1.63 166 171 8 Bringing the Community Inside Success Stories: Pilgrim's Way, Alternative Books Bella and Daisy's, Dog Bakery and Accoutrements Thunderbird Bookshop, New Books and Gifts 9 Your Grand Opening Invitations Displays Entertainment Giveaways Prizes Refreshments Guest Book Promoting the Grand Opening A Bridal Shop Opening A Shocking Display Appendix A: Trade and Gift Shows Appendix B: E-Commerce Sites Appendix C: Resource Guide to the Success Stories Index 175 176 178 178 179 180 181 181 182 183 184 187 209 211 217

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