Beyond Retail

Sunday, January 13, 2008

It's time for an update... even if it's a review of the North Face store

Since I've deprived the website of content for quite some time, I figured I had to put something up, despite how lame it might be.

"I felt European. And also like a yuppie. I so wish I had a fleece North Face vest on." - Chicago radio host Steve Dahl

"You can borrow mine next time." - Dahl newsman Buzz Kilman

So was the dialogue that ran through my head when walking into the store at the Natick Collection. Given the huge logo, it's sort of hard to miss. Unfortunately, despite a very promising corporate website, the inventory in the actual store is quite lacking. One of the jackets I went in to take a look at were available only in a few women's sizes, and the other was available only in a small green and an extra extra large brown color.

What the store did lack in inventory, though, it made up for in customer service. While there only seemed to be two salespeople, which seemed to be too few for a relatively sizable store, they knew the merchandise and the lifestyles of their customers: both of which should really be found in any retail store. This, however, led to a bit of interesting dialogue.

"So, are you looking for something breathable for skiing or snowboarding in, or something more for biking, or running?" - store salesperson

"Umm... just walking in a really windy area." - me

The store's soundtrack was also pretty good; I heard "Fantasy" by Mariah Carey, "Satellite" by Guster, and "Do You Believe in Love" by Huey Lewis & the News. I'd be interested to find out how their sales are during the summer. While the store wasn't entirely jackets, most of it was. So, do enough people buy coats in the summer to keep the lights on?


  • I never thought I would read a quote by Steve Dahl on this site! For those who don't know or remember Steve Dahl was behind the infamous "Disco Demolition" event in Chicago years ago--check it out on Wikipedia..

    By Anonymous Dave C, at 8:57 AM  

  • Steve's still on the air, too: mornings from 5:30 a.m. to 10:00 a.m. CST on Chicago's 104.3 Jack FM WJMK. Most people describe what he does now as somewhat of an acquired taste, but if you do understand it then the show can be pretty entertaining.

    By Blogger Justin, at 12:39 AM  

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