Thursday focus: Shopping life

Stung by the worry that shoppers may not start spending again for a long time, stores are making drastic changes.

They are cutting out marginal suppliers, hiring outside experts to keep inventory lean, holding special events for those who are still buying and making extraordinary efforts to gauge customer satisfaction.

The new discipline will be mostly good news for shoppers, who will find stores less cluttered and see an array of products at lower prices.

J.Crew is adjusting its prices on certain items like ballet flats, which now start at $98 rather than $118. It’s also stocking fewer of its high-priced items like $1,300 leather trench coats. It’s cutting inventory and slashing expenses.

Status denim brand Rock & Republic will ship a new Recession Collection this spring that runs about half the usual $200 price tag for its jeans.

Even supermarket chain SuperValu Inc. has promised lower everyday prices on groceries and more promotions.

Neiman Marcus is eliminating some vendors and focusing on serving its best customers. It’s trying to retrain its shoppers to buy regular-price merchandise by throwing more smaller private events for 20 to 30 customers.

Weaning customers off discounts is a big challenge for the industry, as people have gotten used to them – particularly on luxury brands that hadn’t been discounted before sales all but dried up.

For the last two years, many of the best-run nation’s stores like J.C. Penney Co. had been reducing inventories in response to the consumer spending slowdown. But no one anticipated the severe retrenchment that hit in September.

“The days of the $300 jeans are gone,” said Michael Ball, founder of Rock & Republic.

Ball now offers a less expensive, cleaner look that features two styles for men and two for women. The line is priced from $128 to $132.

The Recession line, to be offered at Bloomingdale’s, Neiman Marcus, Nordstrom and Saks Fifth Avenue, will be sold alongside the premium denim collection.

But Ball plans to end the Recession Collection when the economy recovers. For now, he believes he’s doing his part to keep the economy rolling and help shoppers “open their pocketbooks.”

Associated Press