Spotlight independent retailers: Waceland

The face of Newcastle’s shopping district has changed over the years as a new generation of shoppers emerges with new demands and fresh values. Georgia and Jordan Stanley have embraced their own moves in response to the growing interest in sustainable fashion. Waceland, a carefully selected vintage and streetwear store.

Their first physical and long-term location, opened in 2018, hides on Grainger Street in Newcastle’s historic Central Arcade, summarizing the characteristics of the brand of high-quality and beloved discoveries. .. Following the success of the first opening, the two extended the message to another location. This location started in 2021 on Saddler Street in Durham.

FashionUnited talked about half of Georgia’s brothers and sisters duo, the ideas behind Waceland, the ever-changing outlook for the retail industry, and the rise of the beloved market.

    position: Newcastle and Durham
    Owner: Georgia and Jordan Tanley
    Product category: Carefully selected vintage and streetwear, remade
    brand: Palace, Carhartt, Burberry, Supreme, Kith, Vans, Moncler, Adidas, Lee, Missoni, The North Face, Nike Thrasher, Patta
Image: Waceland, Georgia Stanley

How was Waysland formed?

My brother and I started Waceland in the summer of 2017 in our third year of college. We had been running a pop-up shop for 3 months. The first was at the bottom of Gray Street and the second was on Highbridge Street next winter when I finished my fourth year of college. The following summer was when I moved to my current location. It was also intended to start as a pop-up, but it lasted much longer. I think this is a good house. Perfect for arcades. We have been here for three years now and opened our second in Durham in July 2021. My brother runs it.

How would you describe Weissland’s DNA?

We are always working harder for our customers. Being family-owned, we believe that our customers should be treated like friends and loved ones. Waceland wouldn’t be the same without our amazing loyal customers. Therefore, all shoppers online or in stores are treated with the same warmth and respect as the next shopper. If you receive a message from a customer who wants a particular item, go one mile further to procure that item, just as you would with a friend.

Who are Waceland’s customers?

Waceland is primarily sold to the student base and offers a 10% student discount in the Vintage section. I wanted Waceland to have a community atmosphere with customers that would allow people to come in and feel calm. I’ve been friends for years and now I have a lot of customers chatting and saying “hello”.

Image: Newcastle, Weissland

What made you decide to sell the vintage specifically?

I think Newcastle has a good audience. At the time we launched, there weren’t many used clothes around here. There are some things that are popping up right now because everyone wants to be more sustainable, and at that moment there are a lot of used clothing of better quality than other brands. For example, many vintage T-shirts are 100% cotton, but new ones aren’t. You can’t beat their quality. The style was also good.

There are a lot of really good clothes that you obviously don’t want to go to landfills for used clothing, want to reuse them, and don’t know why someone doesn’t want to use them. I think they need someone else to love them.

What about the vintage Newcastle market in particular?

That’s pretty good. In their late twenties, both students and full-time people work. Many are interested in it, and Waceland has a one-off piece that you won’t find anywhere else. Compared to other vintage shops. I think it’s nice to be able to get in and get excited about what you can find.

The face of the shopping street here has changed in the last few years. Why do you think?

Over the last few years, more and more people have entered the sustainable side of fashion, caring for the planet and coming up with ones that have less impact on the environment. Earlier, and especially when I was in college, there was a lot of research on buying habits, and it turned out that customers bought something made in half the world and paid £ 2. They wear it once and then put it in a bottle. Now they know that if you buy better it will last longer for you. You may pay more for it, but you will get more from it, and you can pass it on.

Image: Waceland, Durham

Do you think there are benefits to being independent in today’s retail environment?

It feels like the pandemic has made people appreciate what’s available within the community, which they may not even know was originally there. I think the early travel restrictions of the pandemic allowed everyone to see what was at their doorstep. There are so many amazing independent stores and markets that are growing in interest. This is absolutely unbelievable. It’s a different experience than going to a superstore, so I think I’ll continue to use independent local businesses. Independent stores are run primarily by the owners themselves or people close to the business, so they do everything to make their customers happy and take it one step further. It’s a more personal touch and makes you feel part of the community.

What is the biggest challenge since the store opened?

The most challenging factor in starting your own fashion company is to establish your footprint and your customers will discover you. From pop-up stores to the present, we engage with different markets in each location, taking loyal customers to the next level. This is amazing. Our customers make it all worthwhile.

Have you ever struggled with a vintage business model?

It was okay, but it was hard during the blockade. I don’t really like selling online, so I think it’s better to always be open. I feel like I don’t have enough experience. In vintage, it’s better to see the love that goes into it: we wash, iron, and hand-pick. You can see that the things in the store are full of heart.

Image: Waceland, Durham

So do you focus on physical marketing rather than digital?

We always like people to come to the store because we can gain more experience. It feels more personal when you buy something from a person and you have that communication. It’s like a community, a small Waysland family you can join. I don’t think you can get that much online.

Gather everyone who brings a phone from Instagram and ask if anything in the photo is here. I love to see it. You can say they are waiting for it.

What was your biggest learning curve?

To be honest, I’m a very cautious person, so I think too much about everything and always prepare for the “just in case” scenario. This is my experience since I joined the fashion industry and I think my past experience has helped me prepare. I just stick to the phrase “like water” and everything will work.

What are your expectations for the future of the store?

I don’t like long-term goals, I just want to see what it looks like. The Durham shop wasn’t up until 2021. If you want to do a little more, push more. It’s hard to grasp the moment, and you don’t really know what to expect in everything that’s happening in the world. I will do my best for my customers. I’m there every day, seeing what they want and trying to grow together. Initially, there was a lot of streetwear, but now that it’s vintage, it will naturally flow to the destination of the customer. And now that we’re doing more rework, it’s a new little branch.

Spotlight independent retailers: Waceland

Source link Spotlight independent retailers: Waceland

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