Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)
Issue link: https://sct.epubxp.com/i/122387
r e T a i l i n g T o d a y says, are memorable events that engage them in an inherently personal way. Others concur. "People love personalization — it's an expression of who they are," said Sung Park, president of Umagination Labs, an entrepreneurial-innovation firm. "What's neat about Badichi is the rapid turnaround: With on-site manufacturing, P E O P L E W H O M A K E customers get instant gratification. With 99 percent of personalization, you normally have to wait for it." The walls of Badichi Belts stores are lined with leathers from Italy and South America, black, brown or brightly colored. Prices range from $40 to $60. An array of handcrafted buckles are available, costing from $20 G R E A T C O M P A N I E S W O R K An ardent participant and protector of the great outdoors, Duy Tran is the quintessential ambassador for REI. As Manager of Outdoor Programs and Outreach for the retailer, Duy is an outdoor enthusiast in every sense of the word. He cycles, hikes, climbs and kayaks. His exuberance transcends his work life. Duy works alongside REI members and the community as an active volunteer in trail maintenance through the company's stewardship efforts. "I maintain the very trails I enjoy and help make the outdoors accessible for everyone. At REI, we don't just talk about how we can help. We truly live it." Perkins Coie: Legal Counsel to Great Companies like Recreational Equipment, Inc. (REI). ANCHORAGE · BEIJING · BELLEVUE · BOISE · CHICAGO · DALL AS · DENVER L O S A N G EL ES · M A D I S O N · N E W YO R K · PA L O A LTO · P H O EN I X · P O R T L A N D S A N D I E G O · S A N F R A N C I S C O · S E AT T L E · S H A N G H A I · TA I P E I · W A S H I N G T O N , D . C . contact: 800.586.8441 Perkins Coie llp ATTORNEY ADVERTISING 76 SC T / M a y 2 0 1 3 www.perkinscoie.com to $250, and these include a snap-off buckle that is designed to help the wearer get through airport security faster. Badichi Belts also carries readymade credit-card holders (at $25), wallets ($50) and a line of leather cuffs ($25–$45). Merchandise can be ordered online too, at Badichibelts.com. Badichi says he looks for three things in a store location: heavy foot traffic, areas where tourists gather and fashionable neighboring stores. Customers who have just shopped for clothing, jeans or shoes are primed to turn to Badichi Belts for that finishing touch, he says. "It's a very cool, unique concept that attracts a lot of people." The median customer is between 30 and 40 years old, typically buys two items per visit and will spend between $100 and 150 each time. Badichi says he wants to open a couple more stores in New York City this year, and in five years hopes to open in Miami, Las Vegas and Los Angeles. San Francisco and Minneapolis are on his list too. Badichi envisions stores all over the country, including inside malls and open-air shopping centers. "This concept will absolutely work in malls," said Park. "There's no reason it wouldn't, even in a kiosk, and there's no shortage of retail space." Badichi says he hopes for big investors to further his growth potential down the road, and he sees opportunity also in partnerships with other brands. The store-within-a-store concept could be a smart move, says Piers Fawkes, CEO and president of PSFK, a trends and innovation company. "Branded zones within department stores have been successful for Stella McCartney, Tom Ford and Gucci," he said. Badichi Belts has what it takes, according to Park. "It's good fashion, fun and high quality," Park said. "With good service, good locations and marketing, they should do just fine." SCT