Karima Hoogendoorn and Lara Leugs became friends in their children’s schoolyard. When they both happened to quit their jobs on the same day, they decided to write a business plan together.
Eventually they settled in the Garbo Mode boutique on Frederik Hendriklaan in The Hague, which they had taken over from the previous owner. Here they have been selling brands like Essentiel Antwerp, Nomansland, Bellerose, Munthe, Stella Nova and Rabens Saloner since 2018. As buyers, how do Hoogendoorn and Leugs get an overview of the new collections? How do they get inspiration and what are they looking for? In an interview with FashionUnited, Karima Hoogendoorn gives a look behind the scenes.
What is the profile of the average Garbo Mode clientele?
Karima Hoogendoorn: Our customers are between 35 and 70 years old. We are located in De Fred, a neighborhood where many expats live. These women often know very well what they like. They all have fascinating lives. Many of our customers have lived abroad and are very artistically active or have special hobbies. One is from Canada, works five days a week in Denmark and lives in the Netherlands on weekends.
Where do you get your inspiration for shopping from?
I’m very visually oriented and watch a lot on Instagram. I also like leafing through nice magazines and always looking around. I can also get inspiration from interior design or how certain colors are combined. I can live it up when I order.
Lara and I often go abroad, for example to Ibiza or the south of France, where we are always inspired by what we see. Being half-Moroccan myself, I love going to Marrakech – something that inspires me a lot too. Our customers are also a great source of inspiration. For example, we have a client who is rooted in the 1960s fashion scene. It’s great to see how she combines her style with things that are currently on our shelves.
We also read magazines and specialist publications with predictions about the ordering season. We also have special brands from Denmark, Belgium and France, such as Bellerose, Essentiel Antwerp, Rabens Saloner, Munthe and Stella Nova. For us, the way they present their new collections in lookbooks or videos is a mood barometer that gives us clues as to how we can approach a season.
How much has customer taste changed since Corona and how have you adjusted your purchases accordingly?
We used to have a fairly neutral color palette in our collections and over the last year we have been sourcing more eye catching colors into the collections such as royal blue, apple green and various shades of purple. That worked well, so we’ll definitely continue that in the future. People now need more color and the mood lift to match.
How do you set your order?
We listen carefully to customers and believe that trends should complement your existing style. Our customers share this opinion. They already have their own style and are looking for a way to combine a trend with their current wardrobe. During the shopping process, Lara is primarily concerned with the question: How can I apply this trend to my customer and does it suit her? This is also very important for our customers: the fit. For example, we have many clients whose bodies have changed – for example, a waist that has disappeared. A skirt with elastic can be nice, but if the elastic is too wide or too high, it doesn’t always fit all customers.”
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Have you noticed the price increases being passed on to consumers?
We are a very small boutique, 60 square meters. That’s why we want to make sure the selection is different every time. We try to avoid that people have already seen something and it gets boring. That’s why we always buy different items, which makes it difficult to compare prices. There are always different items.
Is there room in your shopping plan to explore new brands or are you sticking with the brands you already have?
As soon as a brand doesn’t go over well with us for two or three seasons, it no longer suits us. However, that doesn’t happen often. Our current branding package works very well for us. Our rule is: one brand removed before a new one is added. We’re always looking around, and our door is always open to representatives of a new or existing brand. It’s always fun to hear the story behind a brand and building a network in this industry makes our work even more interesting!
How much do you plan to buy before the season and how much do you buy back up during the season?
We always buy everything in advance for the season. Most brands work with four delivery dates, so there are always changes and new items. Coincidentally, one item was completely sold out within two days last weekend. It happened so quickly that we reordered it. But we don’t want everyone to wear the same thing, so we almost never reorder and don’t usually restock.
What are your plans for the future and how do you see the upcoming spring/summer season?
We would like a bigger store with more staff and more space for creative projects, such as taking photos for the web shop, Instagram and our website. Also, it’s clear that bold colors and color combinations will remain popular for now, so we’ll keep experimenting with that.
This article was previously published on FashionUnited.uk. Translation and editing: Barbara Russ