Retail Merchandiser - May/June 2017 - M38

Diane's Beachwear

The company is "able to treat each store like a
boutique," owner Diane Biggs says. "We want to
make the stores we currently have the best."

we do and do it to the best of our ability because of that. It's
not always easy; however, we are always challenged to do
better because we always want to do better."
Biggs adds that she believes in being the best. "You can't
be everything to everyone because if you did you'd lose your
brand and your focus," she says. "So we try to be the best at
what we do, which is swim. It's not easy because it is seasonal and many people don't know how to buy separates. However we have learned to operate in this industry naturally,
providing what the customer needs and it has worked for us.
"We also capitalize on any festivals that we have in town
or nearby to showcase our products, and our customers
travel all year long," she adds. "It's hard to find suits when
they are out of season for department stores, but customers
can come to us as we always have the newest, on-trend and
high-quality suits they need."
As Biggs looks ahead, she notes that she's proud that the
company is still successful after five decades. "Every day that
I wake up, I know that it is show time," she says. "I don't
know where this business is going to go - of course, I would
love to see it continue to grow - but I do know that I'm
proud that we are still around. I love what I do and all I
know is that I'm going to keep going for as long as I can. So
we'll just have to see what happens." O

dise in and putting it out in an effective manner. For example, we change our windows every week to showcase new
products and collections. That's one way we show customers
that we are aware of the latest trends and that we always
have something fresh."

Delivering The Best
Diane's Beachwear employees play a critical role in providing the experience the company is known for. To help customers feel more comfortable while shopping for their new
looks, Diane's Beachwear trains its salespeople extensively
so that they know every brand inside and out, and can better
help customers find the look that's right for them. 
"We constantly work with our employees," Biggs says.
"We not only train them, but we also let our vendors train
them as well. The more knowledgeable they are about all of
our products, the more successful they will be when trying
to sell to a customer.
"Our products, locations and customer service all play an
important role in our success," she continues. "So it's critical
that all three of those work in tandem. It is a challenge, but
with having at least 50 years of experience in this industry,
all we can do is remain focused. We continually love what
38

RETAIL-MERCHANDISER.COM

May/June 2017

Biggs says reinvention is very important: "Our
shoppers are savvy, so they know when there's
something not right in your company."


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Table of Contents for the Digital Edition of Retail Merchandiser - May/June 2017

Contents
Retail Merchandiser - May/June 2017 - Intro
Retail Merchandiser - May/June 2017 - Cover1
Retail Merchandiser - May/June 2017 - Cover2
Retail Merchandiser - May/June 2017 - 1
Retail Merchandiser - May/June 2017 - Contents
Retail Merchandiser - May/June 2017 - 3
Retail Merchandiser - May/June 2017 - 4
Retail Merchandiser - May/June 2017 - 5
Retail Merchandiser - May/June 2017 - 6
Retail Merchandiser - May/June 2017 - 7
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Retail Merchandiser - May/June 2017 - MCover1
Retail Merchandiser - May/June 2017 - MCover2
Retail Merchandiser - May/June 2017 - M1
Retail Merchandiser - May/June 2017 - M2
Retail Merchandiser - May/June 2017 - M3
Retail Merchandiser - May/June 2017 - M4
Retail Merchandiser - May/June 2017 - M5
Retail Merchandiser - May/June 2017 - M6
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Retail Merchandiser - May/June 2017 - M9
Retail Merchandiser - May/June 2017 - M10
Retail Merchandiser - May/June 2017 - M11
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Retail Merchandiser - May/June 2017 - M38
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Retail Merchandiser - May/June 2017 - M40
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