California Apparel News

Long Beach often plays second fiddle to its bigger competitor to the north, Los Angeles, but when it comes to shopping, many say it holds its own.

Belmont Shore, the 14- block shopping district along Second Street between Bayshore Drive and Livingston Avenue, offers a mix of independent and chain stores, restaurants and bars catering to different income levels. There’s Clothes Minded for the budget shopper, Gap and Banana Republic for moderate expenditures and fashion-forward boutiques for the less price sensitive.

Belmont Shore has seen merchants come and go for decades—especially as the wave of chain stores arrived in the early 1990s, driving out a few oldtimers— but business continues to grow as the area draws a more youthful demographic benefiting restaurants and clothing stores, according to Jennifer Davis, the executive director of the area’s business association.

“Sales tax revenues have increased for the past 10 years,” Davis said.

That shift isn’t helping everyone, however.

At Barnum’s of London, a 15-year-old boutique catering to the missy crowd, owner Sharon Denyer said the new trend “isn’t good for me.”

“We’re seeing less of our typical customer,” she said, noting that the economy hasn’t helped sales either. “With the tough times, a lot of my retirees got hurt with investments, and they’ve slacked off on purchases.”

She said her repeat clientele keeps her business steady. Top seller Picadilly, known for its comfortable Lycra/acetate mix of separate pants and tops and matching sets, appeals to both professionals and the vacation-minded.

“They roll up and travel well for the person on the go,” Denyer said.

Another top draw is the sweater business, and Side Effects leads sales with its open, waist-length looks in bold solids such as red and royal blue.

Customer touches such as men’s night, an evening offering catered dinner and drinks for males to shop for their loved ones, has kept business humming for the past eight years at contemporary boutique Kimberly’s. Store manager Sunny Nelson said 80 percent of the business comes from repeat customers, mostly professionals and “stay-at-home” moms between the ages of 25 and 45.

“Our clientele are our friends, and they’re very loyal,” she said.

Feminine frocks by Nanette Lepore and suitings by Tyler are consistent sales drivers, she said. Another career look trending well is the separates sold by Susana Monaco. The washable cotton/Lycra skirt sets sell in neutrals and pastels.

The beachside community also likes to stock up on jeans, Nelson said.

“They’re going like crazy, especially pairs by Joe’s and Allen B.,” she said, adding that shoppers are pairing up the bottoms with Michael Stars shine tops.

The mood is upscale at Jenny G, a 2-year-old boutique on the east end of the boulevard, with marble floors, a crystal chandelier, red velvet chairs and dressing rooms with gold, drapey curtains.

Jenny G shoppers are opting for sophisticated labels, such as Diane von Furstenberg wrap dresses or Sheri Bodell kimono blouses in suede and satin. They’re also willing to pay a premium for jeans, said store manager Annie Lamer. Forwear’s heavily detailed jeans with stones and floral stitching sold out for New Year’s.

“They don’t mind spending the money as long as they’re getting something different,” she said.

For those showing belt-tightening, Jenny G has begun to carry Belly, a casual line out of Los Angeles. The cotton tops with built-in bras and boy shorts run from $20 to $40, making them “a good impulse buy,” Lamer said.

Two best friends are the operators behind La Bella, an airy, all-white, 1,800-square-foot boutique. Owners Cynthia Corella and Cherie Shelton said the military look, notably cargo pants, is “really big” this season. Vince, William B and Seven are the store’s key cargo sellers.

“Every pant is cuter than the next,” Shelton said.

To spiff up the pants, customers are snapping up denim and pinstripe blazers by Trina Turk, Development and London-based Kulson and blouses by Louis Verdad.

There’s still strength in denim sales by Blue Cult and Adriano Goldschmied, and Corella said there’s a return to dressier silhouettes, such as dresses by Rozae Nichols and skirts by Ashley O’Rourke. Sticker shock doesn’t register with Alice + Olivia upholstered fabric slacks in bold stripes, which are checking at $275.

“We had a trunk show last fall and sold 40 pairs,” Shelton said.

After doing business for 4 years on the street, they said they appreciate the arrival of more highend businesses.

“We’re getting more restaurants and less bars, which is drawing a hip, young clientele,” Shelton said. “And, we welcome more boutiques. We’re never threatened by competition. It just helps everyone out.”