Cross-Promotions Will Be Terra's Key to Drive Business Opportunities
First-time retailer Johnathan Vasquez opened fashion boutique Terra on Oct. 21 on Los Angeles’ West Third Street with the goal of not only dressing the style-conscious, but also the staffs of some of the city’s hippest eateries and hotels.
Vasquez struck a deal with Toast Bakery Cafe, a nearby restaurant popular with young Hollywood, to style the clothes of its servers and hosts, said restaurant co-owner Michelle Zamir. Vasquez is in talks with The Orlando hotel in Los Angeles to dress its staff, confirmed Jeff Luderer, the hotel’s sales director.
In exchange for outfitting staffs in stylish clothes, these businesses will sometimes post signs crediting Terra for their sartorial look, and staff members will direct customers to Terra. Vasquez, who recently made a living in public relations and events planning, hopes the crosspromotions will drive business to his new store. The partnerships may turn into additional business opportunities.
Zamir said her restaurant, which has been featured on “Entourage,” HBO’s series on young Hollywood celebrities, will build a mini-boutique with Vasquez. The as-yet-unnamed mini-boutique will be located in the restaurant and sell items such as lotions and kitchenware. An opening date has not been scheduled.
Vasquez’s deal to clothe Toast’s staff will start with a six-month trial run. The servers will be outfitted in American Apparel shirts, Dickies pants and Converse All Stars sneakers.
Zamir met Vasquez in July as he was starting his boutique project. Since she fields pitches from fashion labels seeking to outfit her staff, she was eager to work with someone who would deal with fashion companies keen on getting the attention of her Hollywood customers.
Another cross-promotional partner is lifestyle brand Von Dutch, who will display its custom-built motorcycles.
Terra was built with a $1 million investment from a silent partner, Vasquez said. The 2,500-square-foot store will sell men’s and women’s clothes and accessories from labels such as Kenneth Cole, Theory, Ben Sherman, Ted Baker, Petro Zillia, Penguin, Saltworks Jeans, Henry B, Psycho Girlfriend and Sex Brand. Retail price points will be from $30 for T-shirts to $1,000 for a suit.
Vasquez’s retail venture also will feature valet service, tailoring and complimentary espressos and cappuccinos. “You treat others how you want to be treated,” Vasquez said. He said he plans to open five more Terra boutiques in 2006. They will be located in Manhattan, N.Y.; Miami; Dallas; Chicago; and San Francisco. —Andrew Asch
