It was discussed at one point, but, clothing is a pretty dicey thing to sell online as it is, especially for a small business. Plus, he had a lot of “fitted” merch in both suits and sport shirts, so the potential of being overwhelmed by returns was a real possibility.
When I worked at the Disney Store, Guests would buy a lot of clothing merch, both in the store and online, in different sizes as gifts, and even the online customers could return merch to their local Disney Store instead of packing it up and sending it back in and waiting for their refund.
I remember one lady in particular buying 5 sets of 4 different sizes of Christmas pajamas online for her 5 grandchildren, and then returning the 3 of each that didn’t fit to our store. Not only did our store not get any money from the original sale, we also took the financial hit for the return. Particularly annoying when it occurred during your management numbers hours.
Personally, I think a major part of the problem with the clothing store was that he did absolutely no advertising. None. He had been existing on word of mouth bringing business in for so long he saw no need to change.
He should have put aside a small budget for even just a few short radio spots. We could have simply asked the customers that weren’t regulars (we had many of them) what brought them into the store and tracked it to see how effective it was. People used to come into the original store all the time saying they never even knew it was there, even though the store been there almost 6 years.
I believe another part of it was that he just wanted to keep it all as simple as possible, make a decent living, and just go home at the end of the day, kinda’ like we are led to believe the shopkeepers of old did.
He wasn’t interested in devoting a ton of time to it and building an empire.
He’s still a young man (around 40), and I just wonder why he didn’t try to work it hard for a coupla’ decades and then just flat out retire around 45 or 50.
But, ultimately, not my life and none of my business. It just seemed like it had the real potential to be one of those type of success stories.