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Corridor Of Fashion

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10

NOW THROUGH CHANUKAH
FIRST LADY FASHIONS AND DESIGNS

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ASK ABOUR OUR FASHION SHOWS/399-0653

We fulfill Lady's FASHION Needs, Evening Dress, Hats, and Suits for the Holidays and other
special occasions. Our line includes the Dynasty collection Mercedes and Christian Dior. Also
we have a unique selection of handbags (eel and snakeskin) and a department of custom
jewelry. Add to this our leather suede beaded and sequined dresses to have that rich fashion
look! All this available at a low price!

MOST ITEMS IMPORTED DIRECT FROM FRANCE, ENGLAND GERMANY AND ITALY

"We are always happy to serve you."

Vat

(1 11 HOURS
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Personal Checks
Lay-A-Way
Expires 12-31-86

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10132 W. 9 Mile Rd.
Oak Park
399-7912

THE CLASSIFIEDS

BE A WINNER, PLAY

Call The Jewish News
Today

354-6060

YOU'LL FIND MORE PARTS
IN THE BRACELET OF THIS AWARD WINNING
THALASSA THAN YOU WILL IN A ROLLS-ROYCE® ENGINE*

You're looking at the bracelet of what is
perhaps the most beautiful watch in the world:
the award-winning Thalassa. We've taken it
apart to make a point about the excellence of
this superb, water-resistant timepiece.
In the pell-mell rush to praise technology,
people often lose sight of the thing that makes
watchmaking the art it is: handcrafting.
Jean Lasalle never forgets.
It takes us 656 parts to craft each exquisite
gold and steel Thalassa bracelet. Twelve to a
link. Fifty-six more than in the engine of a
Silver Cloud9which has a mere 600 major

-

it

-

-1411

. •

...

1 !.

moving parts.
Every single one of those parts is slipped
precisely into place by hand. If you've ever
struggled with the tiny parts of a model ship
you know what that entails.
Perhaps we could have built this Thalassa
bracelet with fewer parts. But then, it wouldn't
be as supple, as flexible, or as fitting.
With fewer parts, Thalassa might still have
won the Laurel d'Or in Monte Carlo as Watch of
the Year. And no one would have noticed. But
we'd know. And you'd know. And that makes
all the difference in the world to us.

•-• -ger

' - - - -

"

fi! sq4/1 ,frpyl f /PI:

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J

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Perhaps the most beautiful watch in the world.

Geneve

David Wachter & Sons

THE FAMILY OF AWARD-WINNING JEWELRY DESIGNERS.
Downtown Birmingham • 540-4622 Renaissance Center, Detroit • 259-6922

Certified Gemologists, Members American Gem Society

The names "Rolls-Royce" and "Silver Cloud" are registered trademarks.
*There are 600 major internal moving parts in the engine of the Rolls-Royce Silver Cloud.

44

Friday, December 19, 1986 THE DETROIT JEWISH NEWS

s10

©1985, Jean Lasalle, Inc.

coupon

Continued from preceding page

center owners

love to bal-
lyhoo their quick and easy
parking. They even feel it
outshines the comfort of
weather-proof malls and
makes up for their open-air
store fronts — a significant
factor in Michigan where
winter blankets most of the
calendar.
Likewise, shopping in Bir-
mingham often means first
being in the market for a
parking space. Strip center
owners love to ballyhoo their
quick and easy parking. They
even feel it outshines the
comfort of weather-proof
malls and makes up for their
open-air store fronts — a sig-
nificant factor in Michigan
where winter blankets most
of the calendar.
Along with the physical
grouping of shops and
boutiques comes an attempt
'at group marketing. The tra-
ditional wisdom said centers
couldn't draw adequate traffic
without an anchor — a de-
partment store, a grocery
store, a major chain. The
Northwestern strip operators
believe a tenant mix of fash-
ion and design merchandisers
can be strong enough to act
together as a draw, a compo-
site anchor. Again the em-
phasis here is on specialty
stores and unique boutiques
grouped together.
The Beznos centers —
Applegate, Boardwalk, Sugar
Tree — are the most aggres-
sive in group marketing.
Siegal coordinates up to six
center-wide promotions a
year in which the individual
stores advertise jointly, usu-
ally in print media or occa-
sionally broadcast. The group
promotions may have a sea-
sonal theme or may feature a
trip giveaway. Lease ar-
rangements specify merchant
participation in an annual
minimum of four co-operative
ads.
It is difficult to measure
the impact of group market-
ing efforts, but sales have
been impressive. Applegate
Square shops average a hefty
sales volume of $260 per
square foot and Boardwalk
retailers average $256.
La Mirage leases do not
mandate group advertising.
Just the same, the Willow
Tree in that partially-
enclosed center has one of the
highest sales volumes in the
15-store chain.
"The store does very well —
in excess of $200 per square
foot," says Vice President of
Store Operations David
Shugol. "We are delighted
with the location."
So, back to location. In the
past few years several small
shops have relocated from
malls, most notably Somerset
Mall. Chocolatissimo made
the move and proprietor Riki
Schaffer says, "It's been
great."
Interior designer David
Sklar recently moved his
Colony Interiors to an Or-

chard Lake Road strip after
15 years at Somerset. "The -\
first ten years there were ex-
cellent," says Sklar. "But in
the last five, people weren't
coming in. A great deal of my
clientele moved out this
way." He claims his sales
have improved from 25 to 40
percent, and he describes his
West Bloomfield location as
"dynamite."
And will the dynamite re-
main or will oversaturation
cause it to fizzle? A genuine
concern. With 30 square feet
of shopping space per person,
Denver is the most over-
shopping-centered, most mai-
led (some say maimed) city in
the nation. Mile-high retail-
ers face intense competition,
and last year Colorado actu-
ally experienced an overall
decline in retail sales.
Just as retailers have con-
cerns about oversaturation,
so do developers — their fates
are necessarily tied. When a
merchant goes under, a "For
Lease" sign goes up. Three
windows at the Boardwalk
sport such signs. There are
two more at Sunset Strip,
and another two at Sugar
Tree.
Both Sunset and Sugar
Tree average two tenant
turnovers a year. The de-
velopers say attrition rate is
largely a function of poor re-
tailing — the wrong mer-
chandise, too limited a selec-
tion of merchandise, and the
failure to reinvest earnings
into promotion, inventory and
other parts of the business.
Undercapitalized start-ups
also take a toll.
But Siegal is not alarmed
by a yearly turnover of two
at the 22-store Sugar Tree.
She says that rate is "aver-
age to good." And Margulies,
although displeased, says
that kind of turnover has to
be expected when the strips
are fashion- rather than
service-oriented. And the fact
is additional stores keep com-
ing in to fill the vacancies.
No clearly-defined trend
exists among these new arri-
vals. Some have other stores
in malls or other locations;
some are brand new business
ventures; some come from re-
tail partnerships that have
split into solo storefronts.
Large, multi-store chains
have a limited presence in
the area. Rather, most of the
shops are owner-operated,
and perhaps half of the mer-
chants are Jewish.
According to Schostak, and
other developers, in this com-
petitive retail environment a
certain percentage of these
operations will fail. But, he
adds, "That is not to say a \/
hot new retailer can't open
and be successful."
As a developer, Schostak
says the area is not oversatu-
rated, although close to it.
"The demand for space has
been met, and the best loca-
tions have already been de-
veloped," he says.