Boutique Test Drives Brit Fashion
When Lilian Raven opened her fashion boutique G.L.A.D. on Los Angeles’ Melrose Avenue in 2004, the Liverpool native thought she was going to have to leave behind the fashion-forward looks of her native England.
Her research told her that Angelenos were interested in nothing but jeans and T-shirts. Not entirely satisfied with that conclusion, Raven would regularly test the market by setting aside sales space for garments made by wild British designers.
She expected the test items to do nothing but collect dust. But, to her surprise, G.L.A.D.’s customers gravitated first toward the avant-garde English clothes.
After six months of tests that yielded the same results, Raven believed she found a niche: G.L.A.D.’s specialty would be new designers from Great Britain and Los Angeles who were inspired by an avant-garde edge.
Her most recent best seller is “Famous Faces” by British designer Mercy. The $45 Aline skirt is constructed with a patchwork of men’s shirting. Each panel of the skirt bears a graphic of famous faces such as Bob Marley, Che Guevara, Bruce Lee, Marilyn Monroe or The Beatles.
Raven said there was no specific demographic for “Famous Faces.” Like the other clothes sold at her boutique, it was purchased by women who wanted to have a unique garment but would not have to pay a celebrity’s salary for it. Price points at G.L.A.D range from $20 to $90.
Looks range from Mercy’s streetwear to the cocktailready styles of Los Angeles–based A2.
In July, Raven plans to broaden her reach when she debuts e-commerce boutique Gladonmelrose.com, which will offer the same style of designers already sold in her store. The site will emphasize individualistic clothes and moderate prices. Raven hopes the Web site creates careers for new designers who might come out of left field.
“Why can’t we shake everything up?” she asked. —Andrew Asch
