In the competitive world of retail, standing out is no easy feat. Yet it’s key to success. You must differentiate yourself from the competition and give customers a reason to choose you. Dan Canfield is doing just that to grow his most recent business purchase. A year ago, he acquired the Edina location of Clothes Mentor with the goal of growing the business through the use of creative marketing. For those unfamiliar with the brand, Clothes Mentor buys and sells previously loved clothing, shoes and accessories. Styles must be from the previous two years. “Spring cleaning is big for us. People are looking for an opportunity to make a little money while also creating extra room in their closet for spring and summer styles,” says Canfield.
Already the owner of a similar business focused on maternity resale, Bellies to Babies, he uses social media to drive reach and engagement. Clothes Mentor has existed in Edina for nine years but sales had grown stagnant and the business needed a fresh perspective. With an email list of nearly 17,000, as well as active Instagram and Facebook accounts, Canfield and his team are regularly pushing out content to showcase what you can find in the store, as well as give customers a reason to follow along. He wants to leave customers thinking, “Wow, what an experience!” One of the ways he achieves this is with frequent gift card giveaways that support neighboring stores and create excitement about the brand. Not only does this allow Canfield to engage customers, he is also able to support the businesses that help drive traffic to his store.
Since acquiring the store in February 2018, sales are up 10 percent overall with some months up by as much as 20 percent. If that doesn’t speak volumes about the value of creative and consistent marketing, the Edina store is also ranked first in the district/region. Canfield has truly taken the reins and created a retail experience buyers and sellers want to be a part of.
Did you know you can even buy online? When managing incoming inventory, certain items are set aside to be featured on social media. If you see something you love and absolutely have to have on Instagram, message Canfield and Clothes Mentor. They will even ship it to you, making it even easier to support this local business.
Follow along with Clothes Mentor on Instagram to get your daily dose of “Dan the Man,” as he is affectionately known by his most loyal fans and customers. Canfield is regularly sharing Instagram stories to highlight what’s happening in the store, promotions currently underway and in-demand new inventory. If you’re lucky, you might even catch Canfield in a faux fur coat. Next time you stop in, don’t forget to ask if Canfield is around. He’d love to say, “Hi.” You can follow along @clothes_mentor_edina.
Canfield isn’t stopping anytime soon. He is truly the face of his Clothes Mentor location and is passionate about using his expertise to transform rundown businesses. While his current focus is retail, he’s open to any business with an opportunity to add value through marketing. There are no limits to what he might explore.