Local trendsetters who didn't attend New York's famed Fashion Week can still get their fashion fix, thanks to a collaboration among metro Grand Rapids businesses.
The inaugural Grand Rapids Fashion Week is inspired by its Big Apple predecessor, but will feature a mix of looks from local boutiques, salons and accessory retailers instead of high fashion designers. With nearly 30 exhibitors from Grand Rapids and the lakeshore, fashion followers can preview and purchase merchandise culled from all over the world on October 17 and 18 at DeVos Place.
Angie Austin, owner of Renee Austin Boutique, is spearheading the effort to put local retailers in the spotlight. "We want to bring the experience of Fashion Week to Grand Rapids – the excitement, atmosphere, style and trends," Austin says. "But our primary objective is to encourage shoppers to think local first before shopping and spending. The local economy needs a jolt."
A full runway production will be the highlight of the fashionable week(end). Each store will choose merchandise to create six looks for the runway shows, which will be held several times each day. Boutiques will also build mini-shops, complete with dressing rooms and merchandise for sale, on the exhibition floor.
"The event is a celebration of how and why fashion comes from around the world to Grand Rapids," Austin says. "You're not going to get the unique pieces you'll see here at the big box stores." Austin estimates that the event will draw more than 5,000 attendees. Although the show is primarily geared toward women of all ages, there will also be clothing for men, including merchandise from A.K. Rikk's.
With all the boutiques exhibiting in one central location, Fashion Week will provide the convenience of a mall setting, but with a decidedly "un-mall" experience.
"I think people really do want the boutique experience," Austin says. "The benefit of shopping at a local boutique over a mall chain is that we're creating an experience. The customer gets something unique, with better customer service."
Austin, 29, worked as a fashion buyer and in retail, sales and marketing before opening Renee Austin as a special occasion dress rental store at 444 Bridge Street NW in February. Austin quickly changed her business plan to meet the unanticipated customer response, switching from rentals to purchases. "It was a shock to me because I thought rentals would be perfect in this economy," she says. "But now we sell dresses."
The revamped business is doing so well that Austin recently opened a bridal shop in the space next door. "A lot of the boutiques are doing great," says Austin. "We have a loyal customer base, and I'm expanding in a recession. More stores are popping up and it can only get better from here."
Jerrad Matthew, the 27-year-old owner and director of Matthew Agency, is helping Austin to co-produce Fashion Week, and 18 models from his newly established modeling agency will walk the runway.
"Fashion Week will really add value to what the smaller boutiques do here," says Matthew. "This is a good way to show that Grand Rapids has something to offer other than the malls."
Matthew's background in professional dance and entertainment direction led him to move back home to Grand Rapids and open his modeling and talent agency. His goal is to get as much of the local business as is available, but also to find his clients national opportunities.
"I've lived in big cities and traveled the world, and I hesitated to come back to live in Grand Rapids," Matthew says. "But last time I was here, I was really excited by the vibe. I love what's happening in Grand Rapids."
"I think Fashion Week is an amazing start for the local fashion community," says Matthew, whose agency has signed all Michigan-based models, with most living in metro Grand Rapids or on the lakeshore. "I hope that it will generate the same excitement for fashion as ArtPrize has for art."
Gina VanGessel, owner of Gina's Boutique at 40 Monroe Center NW, says that the foot traffic generated by ArtPrize resulted in unprecedented sales for her store, and thinks other collaborative large-scale events like Fashion Week can only be good for business. "Fashion Week will definitely draw a crowd, and especially the runway shows," VanGessel says.
VanGessel hopes Fashion Week will not only give Gina's a boost by through immediate sales at the show, but also by gaining exposure that lingers long after Fashion Week has ended. "I'd encourage everyone to come down as an alternative to the mall," she says. Although the mall stores might be more familiar to shoppers, those searching for one-of-a kind pieces and unique looks are better suited for boutique shopping.
Local retailers tend have a love/hate relationship with the big box mall stores. VanGessel thinks another key to helping drive foot traffic and sales to downtown boutiques is the addition of a nationally recognized retailer. "Changes are happening, and we're slowly getting there," says VanGessel, who is opening a second store, Lia Rose, later this month. "But we still need more businesses downtown, and I think we need an anchor store to draw traffic."
Austin has mixed feelings about the idea of bringing a larger chain store downtown. "Any sort of new business downtown is great because it employs people," she says. "But we don't want to put local boutiques out of business. It's a catch-22."
For now, the local stores will join forces to show West Michigan that there are a variety of local shopping options. By working together to promote and plan for the event, business owners are building a sense of community by working toward a shared goal. "Even though we're all different, we all want the same thing," says Austin. "We're not in competition. Everyone can be successful."
VanGessel agrees that the collaborative effort is a step in the right direction in getting residents to choose to invest their dollars locally. "This is a great opportunity for all of us to come together," she says. "We can show people that there really is great shopping in Grand Rapids."
Kelly Quintanilla is a freelance writer born, raised and living in West Michigan. She is also the marketing director at Ada-based CUSO Development Company.
Photos:Angie Austin, owner of
Renee Austin Boutique -Courtesy Photo
Renee Austin Boutique 444 Bridge Street (2)
Shop inventory (2)
Photographs by
Brian Kelly -All Rights Reserved
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