June 14, 2015
June is the month for graduations. Certainly, college graduations and high school graduations quickly come to mind.
At our stores however, that is NOT exactly where the focus is. Instead, the focus appears to be more with the “graduation” and “moving up” ceremonies for a decidedly younger crowd.
Graduations from kindergarten, from 3rd grade, or moving up from one school division into another is where our focus has been this month as more and more mothers seem to be coming in to ask for “special” white dresses to mark the occasion.
The need is a definitive one: white dresses that are simple and sweet, dressy, but not quite as dressy as those needed for First Holy Communions. The requirement is for pretty cotton, eyelet, and/or possibly lace dresses that are traditional in feel and most importantly, unique.
This poses a problem for retailers in terms of the “uniqueness” aspect as it is difficult, if not impossible, to buy only 1 dress in each style. Usually, we are required to buy an entire size run. Consequently, even if we do buy only 1 dress in a particular style in a given size, there is still the very real possibility that one second grader will be a size 6 and one a size 7. In that case, the stage (in this case, the graduation stage) is set for disaster; two young ladies stepping up to the podium in the same dress?!
What’s a retailer to do?
It’s a difficult situation. We address it by selecting a number of white styles that are as suitable for a moving up ceremony as for a photoshoot on the beach. In this way, a multi-purpose dress serves a wider audience and the risk of two girls graduating in the same dress is considerably lessened.
Here’s to some of our favorite selections!
The coveted look:
Lovely lace dress by Isabel Garreton
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