ShockBoutique.com Aims to Treat Shoppers Like Celebrities

Based in Hermosa Beach, Calif., ShockBoutique.com offers on-trend fashions at price points that don’t require a star-sized bank account.

Before launching ShockBoutique.com, founder and owner Jill Lowe previously spent three years as a public relations and marketing executive for retailer Intuition, which garnered popularity from its celebrity clientele.

From her experience with Intuition, Lowe saw the trickling-down effect celebrities had in the apparel industry. “I see the influence celebrities have in the fashion world, and we’re providing different ways for our customers to achieve their favorite celebrity style,” Lowe said.

When branching out to open her own contemporary fashion store, Lowe decided to go the online route to help her site gain more influence than the traditional street-corner boutique. “I love being able to reach out to everyone across the country, and e-commerce is continuing to grow year after year,” Lowe said.

Following its November 2009 launch, Lowe found that ShockBoutique.com drew a significant segment of shoppers who don’t have time to follow every single trend but want to stay current and in fashion.

“Our customer spans from the everyday woman who doesn’t have time to read all the weeklies and follow all the trends but still wants to look fashionable to the fashion-forward trendsetters.”

A recent feature on the site inspired customers with seven days’ worth of looks emulating stylist Rachel Zoe.

ShockBoutique.com carries mainly indie designers such as Ark & Co., The Addison Story, Glam, Gracia, Freeway, RD International and Flying Monkey. Bestsellers include tops, which shoppers can pair easily with jeans, according to Lowe.

Retail price points range from $25 for a basic pocket tee to $60 for a more night-on-the-town top.

“The price points are healthy and affordable,” Lowe said. “And the quality is there to back it up.”

ShockBoutique.com is also servicing customers who may sometimes feel overwhelmed and intimated by all the fashion choices out there with its “Ask a Wardrobe Consultant” feature, a concierge-style service.

Shoppers can reach a wardrobe consultant through e-mail and phone and receive style tips and outfit suggestions for occasions such as an engagement party or a summer BBQ.

The site also reaches out to customers and shares stylish finds through its “The Shock Factor” blog. “It’s a good way to take customer service to the next level and interact with customers and listen to their feedback,” Lowe said.

The site is steadily gaining a significant following, with its e-mail mailing list having ballooned to reach out to 80,000 subscribers, according to Lowe.—Connie Cho