Gambling on Fashion at Beverly Center

Men’s fashion retailers are typically conservative when it comes to fashion. Yet Michael Dovan has been taking risks with men’s fashion for more than 25 years—through good times and bad—and he has found that risks can pay off.

Dovan owns Traffic, one of a handful of independent fashion stores at the Beverly Center, a leading Los Angeles luxury retail center owned by The Taubman Co., based in Bloomfield, Mich.

Like other retailers, it is crucial for Traffic and the Beverly Center’s other independent stores—such as Premier Men, Planet Funk and Politix—to show themselves to be both unique and on trend. It is one of the best ways to stand out in a 160-store mall dominated by boutiques of some of the world’s most celebrated fashion brands, including Louis Vuitton, Dolce & Gabbana, Hugo Boss and Dior.

When the public embraces fashion-forward styles, this strategy works. But when the public does not get a certain look or designer, Dovan recommends retailers be steadfast. “It’s hard to be unique. But if you stay on course, the [public] will come back,” he said.

One of the best-selling items at Traffic is the “Fahrenheit” leather overcoat by Los Angeles–based designer Michel Berandi. Retailing for $2,300, the coat’s details feature a hood and a treated Italian leather fabric.

Another top brand at Traffic is British designer Paul Smith. Price points for the tailored collection range from $950 for suits in the diffusion line PS Paul Smith to $2,200 for a Paul Smith tuxedo.

Swedish denim brand Nudie also sells well. Retail price points range from $175 to $450. Another popular look at the men’s store is an English schoolboy blazer by Vivienne Westwood. The navy wool blazer with gold lapels retails for $1,525.

Kennedy-era fashions are still in at Traffic, as well. A popular style is a $1,495 gray suit with skinny, notched lapels by Costume National.Dovan also runs a Traffic women’s store, located a couple of storefronts away from the men’s store. According to manager Carl Dias, black is the new black at Traffic for women.

A top-selling dress at Traffic is a black dress by New York–based label Alexander Wang. The dress features a fitted bodice and asymmetric ruffles that run from the bust to the knee. It retails for $672. Also selling well is a 3.1 Phillip Lim skirt, constructed out of wool crepe and featuring a cascading drape ruffle. It retails for $425.

French designer Isabel Marant has been a hit at Traffic. Offerings from the Paris-based designer include a $375 white top with a vintage, ethnic look.

Two floors up from Traffic, Premier Men offers a more casual look that stresses a nightclub savvy. Co-owner Gila Leibovitch described the store as being devoted to up-and-coming designers and embellished looks. Popular brands have included Ed Hardy and One More Round Clothing, a Los Angeles–based boxing-inspired line. T-shirts typically retail for $59. Hoodies retail for $129.

Jeans with a certain amount of bling command attention at Premier Men. Laguna Beach Denim Co. makes jeans with black crystals emblazoned on the back pockets. Price points range from $200 to $250. Also popular is Mek Denim’s “Oaxaca” jean. The dark denim features ornate back-pocket stitching and retails for $139.

Leibovitch said even in tough times, being unique pays off at the Beverly Center. “We’re finding out that there is a heavy percentage of tourists among the Beverly Center customer. They’re looking for something that they can’t find back home,” Leibovitch said.