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發掘“抗經濟衰退型”客戶

????眼下經濟低迷，這個時候進軍服裝業可不是什么明智之舉。而對兩位沒有任何經驗的前金融服務專家而言，更是如此。然而，查理?羅斯和歐文?斯科內普這兩位老友卻成功地在芝加哥開辦了Salmon Cove服裝公司，主要經營男、女式馬球衫及其他休閑服飾。公司的客戶主要來自鄉村俱樂部。

????成立于2010年的Salmon Cove計劃在未來一年內實現銷售額突破100萬美元的目標。究其原因，一方面，Salmon Cove與資深設計師合作，其服裝的盈利空間較大；另一方面，該公司拋棄了傳統的百貨商店式銷售模式，采用了更加多元化的方式，其銷售渠道包括網絡、近40個美國頂級鄉村俱樂部專賣店以及生活水平相對較高的鄉鎮高檔服裝精品店等。斯科內普稱，“這部分人經濟寬裕，生活方式積極活躍。”當很多消費者因經濟不景氣而縮減服裝開支時，鄉村俱樂部里的人們卻不會這樣做，仍然照常消費。

Go after recession-resistant clients

????Launching a clothing line in the middle of the downturn might not seem like a smart move for two former financial services industry professionals without any fashion experience. But longtime friends Charlie Roth and Owen Schnaper have done it successfully at Chicago-based Salmon Cove, a retailer and wholesaler of men's and women's polos and other casual clothes aimed at the country club set.

????Founded in 2010, the company already projects more than $1 million in sales for the next 12 months. They've done it by bypassing department stores and selling their profitable line -- for which they've worked with experienced designers -- on their website and through the pro shops of about 40 of the nation's leading country clubs, as well as upscale local clothing boutiques in well-off towns. "The demographics are affluent with an active lifestyle," says Schnaper. And, while many consumers have cut back on clothes shopping since the downturn, the country club set is still spending.