California Apparel News

A nearby Rose Bowl parade and football game drawing a legion of fans were a couple of factors that didn’t hurt sales this past holiday season at one of the newest shopping destinations in Southern California—Pasadena’s Paseo Colorado. Signs welcoming Nebraska and Miami rooters and offering free stadium blankets with a $250 purchase were among the promotional factors driving sales in the critical shopping season.

“We were quite pleased with our holiday sales and a number of retailers beat their expectations,” said general manager Jennifer Mares.

The $200 million lifestyle center—which also boasts a Gelson’s supermarket, an Equinox fitness club and 387 apartments—is the reincarnation of the former Plaza Pasadena and counts BCBG Max Azria, Max Studio, J. Jill and Tommy Bahama among its 60 specialty retail stores.

About 70 percent of the stores are new to the local area and have gotten off to a solid start since the center opened last September, said Mares.

Local designer Janet Kim’s first store is off to a strong start. Kim named her store Jaloux/zalu/ (“jealousy” in French) after her own line of clothing, but she also sells Easel, Poleci, Hot Box, How & Wen, Mavi, James Perse and other contemporary labels.

Already, the 3,100-square-foot boutique is attracting a loyal following, said co-owner John Cho.

“We’re getting repeat customers, a number of whom are coming in three to four times a week,” Cho said.

Based on that early read, Cho and Kim are looking to expand in Los Angeles at the Beverly Center and at Santana Row in San Jose, Calif., in the next year.

So far, comfort is the byword for most shoppers, according to store manager Vanessa Del Rosario.

“Sweats are super-hot. Girls really like the more shapely looks by Major De’lema,” said Del Rosario, adding that sets in gray, blue and other neutral colors were the first choice for buyers.

Easel knit tops and low-rise Bella Dahl or Joe’s jeans are another typical outfit shoppers are buying while eschewing the whiskered look in favor of basic denim washes.

Alongside the basics, some customers are opting to display their more daring side with matching Clique knit tops and string bikini bottoms.

“These are for barbecues, parties, not for the swimming pool,” Del Rosario said. The striped and solid sets have gotten a boost in sales from the endorsement of No Doubt’s Gwen Stefani, whose around-the-town shots have sent fans in for their own set.

Dressy clothes are also passeacute; at the Therapy boutique, run by mother-and-daughter team Pattie Behrens and Courtney Page.

“Dresses aren’t happening. We stopped carrying our Diane Von Furstenberg dresses,” Page said.

Instead, festive occasions are calling for Adriano Goldschmeid jeans and sheer, lace-edged blouses by Rebecca Taylor. Seven jeans, Billy Blues khakis and plenty of Michael Stars T-shirts are also the big draws.

Recent press for personalized Cabana 16 black or white tank tops has led to a surge in sales, Page said. For $60, shoppers can custom-order their shirts with red, blue or black initials. Also, breaking the price barriers, are $225 Louis Vuitton and Christian Dior vintage belts constructed out of old bags.

One of the biggest boutiques at Paseo Colorado is Flutter, run by another mother-daughter duo, Jayne Popovich and Jennifer Allen. The two ran Armoire Inc. in San Marino, Calif., for the past six years before opening their new, 7,000-square-foot location in the center. Along with fashions from She, Johnny Was, Belford and Hong Kong designer Kenar, Hungarian blown-glass, Italian ceramics, china settings and personal care products are part of the inventory mix in the split-level store geared to the 30- to 60-year-old shopper.

Manager Valerie Murphy said Love Amour’s spandex nylon tops, embellished with ruffles, lace-up ties or clear paillettes, are a hit with shoppers. Vivid floral tones, flag looks and pin-up girls are among the popular theme prints.

Customers looking to gussy up are buying Rayure Paris black or white shirts in stretch lace and textured stripes, Murphy said. Votre Nom woven bottoms and the crushed velvet jackets from Spanish line Toypes are also checking.

Denim is the sure-seller at B. Luu, said owner Bachmai Luu. Earl Jean, Serfontaine and Frankie B. are the jeans triumvirate on fire, she said.

Serfontaine’s whiskered cords in camel, black and brown are the bottoms alternative, according to Luu. Customers are pairing up the looks with Custo’s boldly colored crew-neck tops and Anna Huling’s restrained button-down shirts with ruffle sleeves and tuxedo shirts with ruffles.

Luu plans to bolster her marketing efforts soon by hosting martini nights, possibly in conjunction with Therapy and other boutiques, to thank her customers.

“We’ve developed a strong mailing list and I think it’s important to keep making that shopping experience fun and different,” Luu said