By: Sarah Merriam, BPR Student.
Sarah has combined both her love for thrifting and experience in the PR program to create Second Style (@secondstylebysarah). To date, the store has over 300 followers and 160 sales.
The year 2020 brought forth many twists and turns as a result of the COVID-19 pandemic. While many of us struggled with those initial months of isolation and abundance of fear, some were able to find silver linings amid the chaos.
My silver lining was having more free time than ever before to learn more about myself and discover new hobbies. Who would have thought one of those hobbies would be creating my very own business? Definitely not me!
Today, I am the owner and creator of Second Style (@secondstylebysarah) — a second-hand retail store hosted on Instagram. I started Second Style in June 2020 — the early months of the pandemic — with one goal in mind: for the store to become a source of stability and purpose for myself during a time of overwhelming uncertainty. Little did I know, it would grow to be a root of excitement for hundreds of followers and loyal customers for months to follow.
I have adored thrifting clothing since I was young. Every summer, both my grandmothers would take me second hand shopping, where I would fill a bag with newfound treasures. As I grew up, the excitement of finding unique items that nobody else could find never dwindled. I love the thrill of finding a quality item for a fraction of its retail price, and I love that by thrifting I am contributing to solving the fast fashion crisis — a crisis that we should all be aware of!
In addition to my passion for fashion, my enrollment in the public relations (PR) program at Mount Saint Vincent University has helped me tremendously with running a successful business. As I approach the end of my four year degree, I have learned what it means to be a successful communicator — which undoubtedly contributes to the successful operations of Second Style.
Build your brand
Although Second Style’s initial stages of development greatly consisted of business planning and logistics, the majority of my time went toward developing the brand’s identity. After four years in the PR program, I have learned the important role that brand identity plays in the growth and success of a business. Kristopher Jones, best-selling author, and founder/CEO of the digital marketing agency LSEO, states:
Someone might see your brand for only a moment, but if it sticks out in a positive way, there’s a good chance they won’t forget it, even if this person isn’t ready to use your products or services just yet. Eventually, when they’re ready to take the next steps, if your branding has stuck with them, they’ll come back to you.
I started with the business name and logo – two powerful factors of a brand’s identity. I knew I wanted the name to be an alliteration starting with ‘S’ (to follow suit with my name, making it easy for people to remember) and I wanted the logo to be meaningful and visually appealing. I landed on Second Style (to pay homage to second hand clothing) and I chose a butterfly for the logo (to serve as a symbol of freedom and growth during an unusual time).
Once the brand’s appearance began to take shape, I formed Second Style’s unofficial mission statement: to provide followers with current fashion trends at affordable prices. This testimony has guided my decision making and business efforts while running Second Style.
Keep it consistent
I’ll say it once and I’ll say it again, consistency is key! Whether you work for a multibillion dollar operation or a mom-and-pop shop, consistent branding and business efforts play a crucial role in maintaining a strong brand identity and thriving business. I gained experience working on consistency during my co-op terms in the PR program, which I was then able to translate into Second Style’s business practices.
I continually strive for consistency in item pricing. To follow suit with my mission to provide store followers with on-trend items at low-costs, I ensure that prices remain as low as can be whilst profit is made to continue store operations.
When items are released (which I refer to as a drop), I follow the same format of communication to promote and post each drop. Eric Jan Huizer, a content writer and marketing whiz, explains that customers need a business to remain predictable in its communication efforts because it creates trust between both parties and holds businesses accountable.
When I promote Second Style drops, I post a drop countdown on the store’s Instagram story, which customers can add to their own accounts to be reminded when the new items are released. This has become routine, making the promotion process effortless for both myself and customers. When a drop goes live, each item is always presented in the same manner; a photo showing the item modelled, accompanied by a caption with the pricing, size, and description of the item. Second Style customers know exactly what to expect when a drop goes live, making the process of buying fluent and predictable.
Furthermore, I ensure that Second Style’s branding is as consistent as can be. All of the store’s packaging includes the Second Style logo, whenever an item sells I mark the post with the blue butterfly emoji, and any graphics I create for the store are bright and funky to match the overall theme of the business.
Support your support
Early in the PR program, I learned how positive stakeholder relationships impact the success of an organization. Although Second Style’s sole internal stakeholder is me, there are a variety of external stakeholders involved in ensuring that the business blooms. The short list of these stakeholders includes; sources for store inventory and supplies, alongside the most influential external stakeholder of all: customers. Without both new and loyal customers, the business could not exist! Keeping in mind what I learned early on in my degree, I am continually maintaining successful relationships with each of my stakeholders, i.e., supporting a wholesale store supply chain to obtain my store packaging and frequently conversing with Second Style’s customers.
Listen and learn
I think it is fair to assume that all PR students have heard the name Grunig… many times. According to Grunig, the two-way symmetrical communication model is the “most effective in meeting organizational goals.” I have implemented this model in many of Second Style’s communication efforts; for example, by using the poll feature on Instagram stories, I ask customers what items they want to see in the store inventory and when they want the items to be released. The customer responses from these types of questions allow me to make informed decisions in order to ensure that sales occur.
Be transparent
Transparency is a term that has been forever implanted in my mind. Throughout my PR degree, I have learned the importance of transparent communication when speaking on behalf of an organization. This knowledge has effortlessly weaved its way into Second Style’s communications. I have conducted Q&A videos and stories where I openly answer questions from consumers and I always share important store updates with Second Style’s customers. One example is when I shared an update regarding store operations during COVID-19. Keeping stakeholders and publics informed during any type of crisis is crucial to maintain a trusting relationship. Furthermore, remaining transparent about business operations is key in gaining public trust, especially when running a small business that relies heavily on word-of-mouth marketing.
Show your success
The first time I heard the term success story was in my first year PR writing course. Throughout my degree, I have continually learned how success stories (stories that showcase a form of success) can influence publics. We like to see people finding success because we too want to find success! In other words, when a small business shows success stories from their customers, this can persuade others to also shop at the business. Whenever a customer posts a photo enjoying their Second Style item, I ask for their permission to share the post on the store’s Instagram, as this acts as a fabulous success story to have on display for potential new followers to see. Having these success stories available for publics to view also demonstrates that Second Style brings joy to customers and has been a credible business to purchase second hand goodies from.
I never thought I would be a small business owner…especially as a student. But, this has been an incredible experience where I am able to combine both my passion for fashion and PR insights to bring happiness to others in a low-cost and sustainable way.
