Last Night at the Galleria

The Galleria, for those of you who do not know, is a large mall in North Dallas with many high end stores and boutiques (Louie Vuitton, Versace, Gucci, et. al.), some of my favorites (Brooks Brothers, and Kate Spade) and some of the usual crap which can also be blamed for the sad state of affairs in the US (Abercrombia, American Eagle, Old Navy, et. al.). Yesterday marked the grand opening of the American Girl Boutique and Bistro.

In true Dallas fashion, the masses came because the masses in Dallass are generally fat, lazy, irresponsible consumers. So, it was no surprise to see that while I was walking to the Galleria that the Dallas Police Department was on site to direct traffic. I walk to the Galleria a few times a week because it close, clean and safe. Dallas is not a bike-friendly or walking-friendly city, so I must choose my destination carefully. When I came to the corner where I normally cross Alpha Road (near Nordstrom*), overambitious cops blew whistles and stopped traffic for me although I was comfortable waiting for a break in traffic. I do suppose that the site of foot traffic confuses many drivers here in Dallas!

So inside the mall, I began people watching. I was amazed by how many bellies take their people for a walk--that is to say that the belly moves first and the body follows. It's a very sad site to see couples walking and the men have larger breasts than their wives. Oh, but you will see it here in Dallas!

Then I began considering the traffic within the stores. The department stores are always predictably busy, as are the Gap/Banana Republic/Old Navy-pseudo department store. Coach attracts good traffic, but then as I sat across from The Original Levi's Store, I was amazed by how empty their store was. They have great products, a good return policy and are even doing some very responsible things. I recently purchased a paid of 539 Vintage Eco jeans there for around $12. Organic cotton, dark wash, great fit for $12 (albeit made in Indonesia)! Maybe they verbally abuse their patrons? Maybe someone farted really badly in there?

My wife had the solution (yes, Levi's, she's a photographer and we're available for consulting!): The window displays. When you consider the interaction between the layout of the store, which to my eyes looked great, you realize that there are no faces visible. My wife's suggestion is to post huge photos in the windows. Photos with hot models looking right at you. She cited studies showing that magazines that had cover models looking away sell fewer copies that copies of the same magazine with the models looking deep into the camera (and, consequently, you). My suggestion for Levi's, aside from giving us 1 billion dollars, is to consider focusing in on two of their core images: rockers and cowboys. Hot rockers (not even a real band, unless you really want indie cred) but a group of hot models with guitars and drums and rock equipment or a sexy cow-boys and -girls in tight Levi's.

Levi's, you are making a great product, but you need to sell it. I buy it, but we need to get people in the door. It's a large store, but empty. My wife has suggestions for the women's line as well.

Cheers!

*Gentle readers, the proper name of the department store Nordstrom is Nordstrom. Please do not let me catch you saying Nordstrom's! I will find something organic starting with the letter "S" and force you to eat it! That will serve to remind you that there is only 1 "S" in Nordstrom.


Copyright © 2007 David ben-Avram