west with new

shopping concept

POINTS WEST Fashion
Outlet, 3695 Grandview Hwy.,
Vancouver, was recently intro-
duced as a new and improved
discount shopping experience.

By Carol Crenna
Contributing Writer

_All six owners of Points West
“are former senior managers of
Woodward's who hope to fill cus-
tomer needs not already being satis-"
“fied.

Following Woodward" 5 demise,
Richard Kaga, Phil Ragan, Gerry
Palma, Linda Loolacher, Ann
Becker and Jean Matheson decided
to venture into a partnership with
plans to steadily expand.

"Since all were in merchandising

-and buying positions, they built

/ Strong relationships with. interna-

tional manufacturers and Canadian .

distributors which they continue to
“use.

They say they stock all of the |

. labels that Woodward's stores car-

ried from the current season, but at |

‘anywhere from 20% to 75% off,
and i in a full size range.

‘Richard Kaga states, “We spent
a lot of time discussing what frus-
* trates us and other customers about
shopping. .
“We felt that in order to be suc-

cessful; we had to take these things _.
- two more stores by fall °94, expand-
into Alberta -and

inte account as well as fulfilling the:
" most important need for high quali-
‘y at discount prices.” .

He‘ explains, “Our labels are far: .

8 superior to the competitors”.

“Customers are disappointed: by’

¢ Other stores that ‘call ‘themselves

"designer discount outlets but they |
can find only a few labels among a

lot of lesser-quality goods.’ And,
though other firms sell’ very good
products, they are essentially treat-
ing the customer as a discount
shopper by the store’s poor layout
and service.

“Inthe. end, we are still selling
" fashion. The customer has to feel

comfortable with the purchase, and :

with where they bought it.”

ing.

The outle, has several additions
to create a better atmosphere
including a play area with toys and
videos 10 keep kids content.

A staff member is always at the
door to greet customers, and more
service staff are present than are
usually found at department stores.

There are no signs telling cus-
tomers what they can and can't do.
For instance, you can take as many
garments into the dressing room as
you want. The merchandising is
said to be clean, crisp and color-
coordinated, and specialty depart-
ments, such as plus sizes and
designer labels, are easy to find.

The store gets in new shipments
and goods are marked down regu-
larly to move fast.

Points West operates as a “mem-
bership club” similar to CostCo.
stores because the Jocation isn’t

zoned for retail. The only way the

firm can sell merchandise is
through wholesale zoning laws. The
membership is $10 per year with
the first six months free.

Kaga concludes, “We try to
exceed our customers’ expectations
as soon as they walk in the door.

' We get a lot of customers from the
-North Shore and they're not just

looking for the lowest price, they
want high quality, too.

’ “Our customers are the type that
feel uncomfortable shopping at
other discount stores.”

Points West has plans to open

Jater
Vancouver Island.

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