Competition heats up among Chapel Hill boutiques

Competition is tough among Chapel Hill clothing stores because of their location in a crowded market catering to female UNC students.

In recent years, diversity among local shops has decreased as trendy, chain boutiques have grown in number.

On Franklin Street alone, four women’s clothing boutiques — Bevello, Fedora Boutique, Uniquities and Bluetique Cheap Chic — have become popular shopping stops for students.

Fedora opened its doors in May after moving from a location in Carrboro’s Carr Mill Mall. Bluetique Cheap Chic opened in February.

Sandwiched between Bank of America and Sugarland Bakery, Bevello strives to lure students in with eye-catching window displays and mannequins that never model the same outfit twice, said manager Lauren Martin.

“We have such a broad span of designers, and our price points range from very affordable to high end,” Martin said. “We’re a one-stop shop. We accommodate every lifestyle, whether you’re 18-years-old or 80-years-old.”

But Maura Hartzman, a UNC student and sales associate at vintage store The Clothing Warehouse, said these types of boutiques cater to a very specific style and aren’t reflective of the diverse student market at UNC.

“I would love to see more diversity in the types of stores (on Franklin),” she said. “I would prefer to see more stores that emphasize one’s individuality through more one-of-a-kind clothing.”

Facing challenging Franklin Street competition, store employees said they rely on creative marketing strategies to stay successful.

Clothes Hound, a boutique formerly located at 145 E. Franklin St., closed its Chapel Hill branch in September 2013 due to a lack of summer business.

Martin said her team at Bevello works hard to keep the store fresh.

“What makes us attractive to students here is that we constantly stay on top of having the pieces that they’re looking for,” Martin said.

“It helps that all of my associates are UNC students. They really help us figure out what we should be emphasizing in our windows and what is going to stop customers and make them come into our store.”

Each Tuesday, the store hosts a Student Appreciation Day when students receive a 15 percent discount on their purchase if they present their UNC One Card. On Wednesdays from 5 to 7 p.m., the store also offers drinks and snacks during its “Wine Down Wednesday” event, which Martin says keeps interest high.

Just across the street, Fedora Boutique is also vying for students’ attention.

UNC senior Jennifer Jones, a store manager at Fedora, said most of the store’s sales come from word of mouth, walk-in traffic and social media.

Jones said affordability also plays a role in Fedora’s success. On Tuesdays, the store offers a 10 percent student discount on all purchases.

“They’re good clothes and you don’t have to spend a lot — because no one in college wants to spend a lot — and it’s stuff you like. We want to be the most accessible and the most affordable, but still have the boutique feel,” she said.

Hartzman said The Clothing Warehouse has maintained its standing by focusing on individual style.

She said the store uses colorful graphic design and posters for advertising. She’s also working to organize an open-mic night to connect music and vintage clothing.

“We try to cater to the individual interest here,” she said. “Our dresses are all handpicked and one of a kind. We really appreciate a student’s individuality and we hope to uplift that idea because we do recognize that a lot of students kind of look the same.”

arts@dailytarheel.com