Driving Style Forward with: Mobile Retail Shops

Amidst changing shopping technologies, an indecisive economy and the increasing expenses of start-up shops, creative minds have turned towards a new kind of retail space, or should we say, retail vehicle. Initiated as a way to decrease start up costs and avoid the pricy rent of retail spaces, fashion trucks have began to pop up, quite literally, everywhere imaginable, overwhelming metropolitan areas around the country. Inspired by the taco and barbecue food trucks that began on the West Coast, many young retail entrepreneurs have decided to mirror this ideology as a means of selling their merchandise. This is especially true for smaller retailers who sell niche items, such as boho-inspired J.D. Luxe, an edgier take on the traditional concert-going apparel. In fact, owners Jordana Fortaleza and Tyler Kenny became the hit of Coachella last year with their truck overflowing with homemade racer-back tanks, affordably priced empire-waist maxi dresses, dip-dyed Big Bad Wolf denim shorts and hand-sewn luxury bikinis. J.D. Luxe doesn’t only appeal to concertgoers, in fact, they often frequent California farmers markets, salons and even customers’ doors (within reason, of course.)But while fashion trucks in L.A. are growing exponentially, other cities have taken the idea upon themselves. For example, aspiring entrepreneur Abigail Franklin began selling clothes from a truck in Nashville, Tennessee after years of dressing musicians on the road. Joining local fashion designer Kyah Hill, the two began their portable retail shop called The Trunk in early 2011, joining the forces of many retail owners across the country. Since then, Franklin has bought out Hill's share of the business and now moves the truck around solo. She notes that the beauty of the fashion trucks is their versatility—the smaller space makes stock easier to replenish, the mobility of the truck allows for the retailers to appeal to their consumers in a much simpler fashion, and the relatively low price of the space they are using offers them the ability to focus on their sales and products, as opposed to rent and other such finances.  What is really incredible about The Trunk, and many others like it, is the way in which they utilize social media and digital technologies. By allowing customers the opportunity to follow the trucks’ movements on Twitter and on its website, Franklin is increasing the excitement and interest in their truck, as people who see the truck is near them might be more inclined to head out and make a purchase than if they had a brick and mortar space that never changed location.As mobile retail appears to be rapidly growing in popularity, up and coming entrepreneurs are looking for ways to stand out among a highly competitive fashion world. Jeanine Romo and Stacey Steffe opened Le Fashion Truck in 2010 and have since expanded their horizons by starting the West Coast Mobile Retail Association as a means by which to unite and support mobile retail owners. The association has even gained prominence in the political world as they have taken active roles in proposing legislation and working with cities to develop regulations for mobile retail. They have since become the American Mobile Retail Association to include around 60 members from across the country. Though the challenges of owning such a shop are not minimal, the acquired knowledge, experience and creativity seem to satisfy the passions of fashion truck owners.Additionally, many fashion truck owners use their mobile shop as way to expand themselves into the retail world. Vanessa Lurie of Portland Oregon utilized her fashion truck, Wanderlust, as a way to gain enough profit to open a store. Since her funky vintage merchandise appealed to a certain kind of consumer, Lurie started small and expanded to a larger space with more merchandising options. While she enjoys her new retail space, she misses the coziness of her trailer, and still uses it at festivals and markets.And while Lurie used the trucks as a means by which to open her dream retail space, Hobo Handbags is opening a fashion truck as a showcase of what they have in stock. The Annapolis-based retailer has decided that being mobile will, not only give them more opportunities in terms of customers, but it will also keep them on top of their retail game, keeping up with the growing trend of portable fashion. Additionally, owner Koren Ray plans on using the truck to rev Hobo’s winter sales, with plans to hit the West Coast next winter.~Alyssa