Discover Vintage America — August 2011
The meaning of ‘hot’
When mall or shop owners use the word “hot” in conversation, the hope is that such an expression has to deal with the way sales are going, not the weather. But this past month as I engaged in such conversations with our advertisers, hot can describe both, depending upon whom I’m talking with.
During those non-weather related conversations, I try to analyze somewhat what may be working or not working for that mall or shop. I do it inside my own mind — coupled with a lot of listening to the other person — knowing that I’m no expert on what motivates someone to visit and shop at one place and not necessarily another. Unless asked in some way for advice, many times I play more of role as a patient friend letting another quietly vent their frustrations than as some sort of problem solver. Other times, congratulations are in order.
While I may know something about publishing and journalism, my knowledge about retail sales is a combination of my own personal preferences and some part-time experience through the years working in retail stores. And, believe me, when I feel frustrated about how our business is going, I do tend to find another familiar with publishing so I can let loose my own frustrations about being a small business owner, and that someone else becomes a sounding board.
If I’ve learned anything as an observer and participate in the world of small business ownership, it’s no matter how much you plan — or think you’ve planned — there are always surprises … always.
Being surprised has led me to stop being sure that I can predict — silently, of course — what mall or shop will be hot or not. There have been times when a new shop or mall has opened and begun to advertise with us, and after a visit I would be sure it had all the ingredients for success: good location, knowledgeable dealers with quality antiques and collectibles, experienced management skills and sharp advertising decisions. Then six months later the place folds or is sold.
Other times I visit a new opening and find disorganization rampant at location I would consider less than high-traffic with a nice but somewhat quirky manager making decision for an absentee owner with a desire to let us totally decide what their ad should say and look like. Then within a few months of opening people have descend upon the place and it’s become “hot.”
What do I know?
Part of the fun of being in this business is that no one knows everything about this business. And while the antique trade may appear static and moss-covered to those outside the business, in reality — at least in our realm — it’s very fluid with shifting interests and only marginally predictable.
The rise of “vintage markets” and other similarly named events that occur only a few days each month and incorporate some antiques with crafts and other handmade specialty items under a decorating theme proves how this business evolves and expands in the midst of traditional and ongoing antique shows and flea market-type gatherings.
A few years from now some new retail marketing approach involving antiques may appear and become hot.
Like the weather, it’s hard to predict.
Bruce Rodgers can be contacted at publisher@discoverypub.com.