Opening Doors To The Internet With Style —

Website Improves Fashion Sales For Newtown Business

By Kendra Bobowick

Shoppers favoring such clothing lines as Citizens of Humanity, Juicy Couture, Free People, even Hanky Panky and Lilly Pulitzer can find virtually any items they desire while shopping online at Stylewish.com, launched by the owners of Style fashion retail shop, 85 South Main Street, last November.  

Joining the Internet frontier has certainly expanded the store’s reach said Style business partner Joan Zaccaro,  noting, “We have sold pajamas to someone in Alaska.”

The new website welcomes visitors by exclaiming, “We are new! And we are committed to providing you with a great online shopping experience. We hope you enjoy your time at Stylewish.com.”

Also greeting online shoppers is a message from business partners Karen Bauer and Joan Zaccaro: “[We] opened [Stylewish.com] to answer the needs of [our] customers who are unable to shop in our retail store because of time or distance…”

The idea struck within the past year, when the two women realized an online venue would be a smart business move.

Ms Bauer looked around the sales floor, an open floor plan inside what once was a modest ranch on Main Street in Newtown, and realized that the shop, opened in 2003 and now filled with display racks, jewelry, mirrors, was reaching only its walk-in customers.

She said, “We decided to expand and reach more people.”

Ms Zaccaro explained, “The website has opened up the market base to something nationwide.”

Spurring thoughts of Internet sales were the fashion magazines. Elle Girl and other glossy publications had run photo layouts of models wearing some name brands also sold at Style.

Ms Bauer explained that certain magazines call showrooms to use their fashions, and she uses the same showrooms for supplies. She is now listed in several magazines as the source for the pink sweater on the cover, for example, or the turquoise blouse featured on page 5. In February 2006, for example, fashion credits for Stylewish.com appeared in Marie Claire, Elle, Elle Girl, and Teen Vogue, for the merchandise shown in the magazines.

Shoppers perusing the web for particular brands can now ask for them by name at Stylewish.com.

Ms Zaccaro also noticed a change in shopping trends on the web.

She said, “There seems to be a different kind of shopper.” She observes that buyers interested in certain fashions, including those they see featured in magazines, tend to buy early before merchandise is sold out at stores.

Internet sales also improved business during traditionally slow retail months, Ms Zaccaro explained. Virtual shopping carts added fall shoppers to the summer foot traffic the Main Street location.

“We’ve been able to provide for and satisfy local customers with clothing to wear now, but can also satisfy fall shoppers online,” she said.

Keeping up with the website traffic has been hard work for both women.

“There is so much more for us to do…it’s like a little second store,” said Ms Bauer. The partners maintain the website and photograph its content themselves, while also learning about shipping, ordering, and all aspects associated with online shopping.

The online shop has also created surprise advantages.

“At the end of the season if items had not sold [from the store], we figured there had to be someone who would want the items,” said Ms Zaccaro.

Since earlier this year the store has received national recognition.