It’s all in the Retail Details

The world heard the news that Becky Tyre, a shop local advocate, merchandising enthusiast, past senior trends editor of Gift Shop Magazine and a contributing retail Editor for Gifts & Dec, noted authority on product trends and retail strategies and Podcaster extraordinaire has retired after 26 years! Whew! With a resume like that, it’s easy to say that to be recognized by Becky is like a getting that gold star to proudly show off. She has made friends with independent retailers and industry partners from east to west, and from north to south and every nook and cranny in between. Please listen as Amy Loewenberg and Becky Tyre talk about her technicolored history, her future aspirations and maybe share a giggle or two with us!   

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Transcript

Dondrill Glover: 0:02

Welcome to The NY NOW podcast, a modern wholesale market for retailers and specialty buyers seeking diversity and discovery, gathering twice a year in America's design capital, New York City. It's where buyers and designers on Earth have refreshed and dedicated collection of eclectic lifestyle products. Hello, everyone,

Amy Loewenberg: 0:22

and welcome to The New York Now buyer brand spotlight Podcast. I'm Amy Lowenberg, relations manager for New York Now and all around retail maker and advocate for buyers and brands everywhere. My focus is to bring you important information, conversations and perspectives from both sides of the aisle. And maybe even feature you on my podcasts in New York now and my store tours on Instagram. Today's conversation is with someone that we all know and love Becky Tyre of retail details, the blog and podcast. The world heard the news that Becky, a shop local advocate, merchandising enthusiast, past senior trends editor of gift shop magazine, and a contributing retail editor for gifts and decorative accessories. A noted authority of product trends and retail strategies and podcaster extraordinaire, has retired after 26 years. Wow. With a resume like that, it's easy to say that to be recognized by Becky is like getting that gold star to proudly show off. She has made friends with independent retailers and industry partners from east to west and from north to south, and every mainstream in between. Please listen as we talk about her Technicolor history, and her future aspirations. Hi, Becky, thank you so much for joining us today.

Becky Tyre: 1:43

Hi, Amy. Thanks for inviting me. I'm usually on the other side of these interviews. So I'm pretty excited about being on this side this time thing.

Amy Loewenberg: 1:51

I'm really happy to have you on the other side of this. I know that so many people are retail detail. And Becky fans just like I am I personally I love what you do. And I've learned a lot by following you. You've actually helped me to do my job better. So I wanted to just say a quick thank you to you before we get started.

Unknown: 2:11

Oh, you are so welcome. I, I hear that a lot that people are inspired by, you know, the things that I post or the seminars or whatever, or articles that they've read. And it's truly wonderful to hear. And to know that just sharing stories and sharing other people's experiences, or what I've learned or what I've taught over the years, can help a single person, it's great.

Amy Loewenberg: 2:37

Well, it is great. And it just means that you're definitely making a difference, which we're going to get into. We're gonna break it down a little bit about a little bit about your history and some of the things that you've done. So let's dive in. Okay, sure. All right. So you've been a longtime supporter and staunch advocate of independent retailers and the shop local movement, probably longer than than is documented. But you started your retail details blog in 2006. So why don't you share a little bit about what your path was that led you to starting this? And did it evolve into what you were thinking it would be? Or did it take any fun and surprising turns for you.

Unknown: 3:18

Um, some of both the retail details blog was born out of my love for store displays, and both the art and the science of effective visual merchandising. My obsession with store displays began when I was a young executive at Byrd ions, which is the sister store of Macy's in Florida before Macy's came to Florida part of Federated Department Stores at that time, I became friends with the visual team in the store. And it just fascinated me. This was in my early 20s, back when the visual teams and stores actually had some say in what they did in the displays. And I just was fascinated from day one, when I was early in my career working in retail. And then even before that, though, I remember being fascinated with store displays. I worked for Disney World and in between my shifts This was when I was a teenager, I would walk in Maine down Main Street and go in the emporium and go in the stores and just see what was new see how it was displayed. And of course, Disney has always been phenomenal with their displays. So I just admired everything for for many years. So it really started very young in my life. But to answer your question about starting the blog, I'd been doing some retail consulting for independent stores after I left Macy's burdens. And I first heard about this concept of blogging in either 2005 or 2006 and immediately saw the value that sharing visual merchandising tips or visual merchandising examples or inspirations, as I like to call them was so well suited to blogging because it's such a visual medium, and it would give me the opportunity to share these inspirations and I wasn't sure if my audience would be more retailers or just more visual merchandisers and if it was visual merchandising It would be a much smaller audience. But it turns out it went completely the other direction. And retailers were on board from day one. So the response was amazing. I had like, a million website hits in the last month or five weeks or something ridiculous. And yeah, I was like, wow, this is really something that people want to see. That my email, of course, you know, started being full of submissions, people would send in their store display pictures, they wanted to be in the blog, then started requests for expert interviews. Then came the opportunities to write for the magazines and then start doing seminars and things like that the trade shows. So basically, the blog did exactly what I hoped which was to share display inspirations with either merchandisers and or retailers. But it turned out to be personally, way bigger than that for me in my career.

Amy Loewenberg: 5:56

Yeah, it sure did. I love it, it you actually served as both the senior trends editor of gift shop plus magazine and a contributing editor for gifts and decorative accessories, two very noted and national publications focused on providing the most current industry trade show product and trend news and information resources. I am really intrigued by your path that it brought you to this amazing place. I'm just thinking about all the great people that you've met and written about and the trends that you've gotten us primed and ready for. Were there any people or trends that made a larger impression on you?

Unknown: 6:39

Oh, definitely, we could talk about the people for hours. Very good. Yeah. Because, you know, there's just so many stories out there. And there's people that have inspired me and, you know, retailers, vendors, just people I met along the way. But let's start with trends. We'll Okay, that's a little bit easier to break down. Trend spotting was always a really fun part of my job, whether it was seminars or, or writing in the magazines about it. Sometimes it's easy and obvious. I remember a number of years ago, when cupcakes were everywhere. Oh yeah. Started with the Cupcake Wars on TV. And then Bakery started popping up that only made cupcakes and the next thing I knew half the booths at New York now, we're had cupcakes something whether it was a tea towel, a plush toy, wrapping paper serving dishes, you wrote the trays for cupcakes, whatever. percent, yes, was everywhere. So that was a super easy one to spot. But I remember telling Poornima, who was my editor at the time, if I ever have to write about another cupcake, I may never eat one again. I was so over cupcakes was just overkill. And retailers go through this all the time. But when your job is to go out there and spot these things, and then to continue to report on them as the the trend continues, get a little bit old, but it was still fun. And other times they're not as as well received. I remember standing Javits in one of the seminar rooms downstairs, talking to a roomful of retailers and telling them to pay close attention to something that later became what was known as the farmhouse trend. I didn't know what to call it, I called it something like Barnes and checks or something. And obviously, my name didn't stick. But the transit somebody in the back row had raised her hand. And she said, Well, do you have any, any my stores in upstate New York? Or I think it was in New York, or maybe Vermont? And she said, What do you have any trends that aren't just for the South? And I'm like, no, no, this trust me on this one. This one's not going to be just for the South. And needless to say, it's, it wasn't and still around in some areas, you know, certainly a huge trend. So and there are retailers at this moment who are as tired of farmhouse trend as I was of cupcakes.

Amy Loewenberg: 9:04

But I find that these trends tend to, you know, evolve themselves so you know, what was a cupcake turned into like Anna, Claire and a pastry. And so it was a farmhouse was, you know, shabby chic.

Unknown: 9:18

Right? Yeah. Sometimes they just get a different name and pop up a couple years later to

Amy Loewenberg: 9:23

absolutely, absolutely not.

Unknown: 9:25

But when it comes to the people you mentioned, the people that have interacted with or interviewed there is there's one that sticks out. Her name is Tammy beat him and I don't know if you know her. Her store is sweet Elizabeth Jane and Ellicott City. And I will never forget the newspaper article that I read online when the town flooded and this huge tree went through her store window. And I am pretty sure I already followed her on social media. I wouldn't swear to it but from that moment on, I followed her life because She went around the corner of the street or something and reopened and has a lovely store. And she has grown as a retailer on believably over the years. And I check her Instagram for you to her Facebook every day just just to follow her. It's just stories like that, that that are more impactful in my memory than than others. But there's so many like that maybe maybe someday I should write a book. I don't know.

Amy Loewenberg: 10:25

Oh, I think that sounds like a really wonderful idea actually. Could be fun. We'll see. Yeah. Now i i can tell you that the relationships that I've formed and following, you know, a retail slight whether it's been, you know, sheer challenge, especially with over the last couple of years to, you know, all the Silver Linings that that are are found, has been truly inspirational, I think for us all. So yeah, you should write that book, Becky, you should write that book.

Becky Tyre: 10:56

We'll see.

Amy Loewenberg: 10:59

Well, let's jump over to your podcast because retail details the podcast emerged in 2019. And since its inception, you've interviewed great people. Like you've just mentioned, each episode to coin you features an interview with an independent retailer who shares their tips for what makes them successful in today's retail climate. They share retail philosophies and some fun anecdotes and the story of their journey into retail. So Becky, you do a lovely job of highlighting them and sharing of stories. Each one seems to add just like a new chapter in the evergrowing Encyclopedia of retail. But what is it that you get from these, let's dive in a little bit deeper about the psychological impact that this makes on you and why you've moved in this path and and what you've learned?

Unknown: 11:51

Well, once again, I'm inspired by the people that I was able to interview because their stories have such depth and, and such meaning and in a bigger picture and in a picture of community. For instance, my very first interview was Cooper Boone, who you know, well. And Cooper story is so inspirational because he opened his store in an area that was not thriving. He believed in the community, his vision, his optimism, his love for his communities continues to inspire me. And that's why I found him to be such a compelling interviewer and why I wanted to open my podcast debut my podcast with Cooper, and I had not met him prior to that I knew about him, but I did go and meet with him and interviewed him in person. And then we did the podcast interview. And then if you skip to my very final podcast because it it has ended now that I'm retiring. It was John Traver of Samuels sweatshop here in Rhinebeck, New York, which I now live. If you're not familiar with Samuels, I hope your audience will look it up because the story is is really interesting. John worked in the store since he was a teen. But he took over the store to tragic circumstances. So when I interviewed John, I had no idea that I was going to be moving here to Rhinebeck and live right around the corner from the store. But my husband and I had always wanted to live in a small walkable town, and with locally owned stores and restaurants. And Rhinebeck just seemed like the perfect place for me to begin my retirement at least. Plus, I can hop on a train here and head to New York City and visit you if I want. But once again, John was was a very interesting character and talked very strongly his story goes back to community like the store would have closed if community did not step in, at the time that John took over with some partners with him, which is the very interesting story. So I think it's all about community and independent retailers represent community. And you know, nine out of 10 or 19 out of 20 of them are involved in their community and are successful because of others around them. And they contribute to that as well. And that's what I love so much about independent retailers.

Amy Loewenberg: 14:08

Yeah, it really is the story of community that comes out in so many different ways of love and support is just really amazing to be a part of and to see you've definitely made a difference you know, you've helped highlight brands and give them a larger platform and share their voice and yes to everybody listening if you have not which I cannot even possibly imagine but if you have not heard at least just one of Becky's podcasts, you definitely need to sign on to retail detail the podcast and listen to some of these amazing stories and familiarize yourself with these you know great independence that she features. You know, you wrote that you frequently stumble on store displays that make you stop take note and lean in for a closer look which I can completely relate to you with Occasionally, you're thrilled by an element of surprise. So why don't you tell us about some of the most memorable windows and store displays? You've seen Mr. journeys? Well, I see

Unknown: 15:17

interesting store windows, everywhere I go, I can find I can go to any town and find something that's worthy of an Instagram post, let's say, but the most clever windows, if I have to narrow it down to a few to talk about the most clever Windows I've ever experienced in person would be in New York City at fishes, Eddie. Oh, yeah. From the cheeky to the topical themes to a simple message on the signage that says we do dishes because that's what Julie sells. She sells dishes. And it's just always been something when I'm in the city. I went to go see what what are in the windows at fishers Eddie because they're wonderful. They're creative. I enjoyed that. Yeah, they are absolutely, yes. And then, Amy Rutherford, from Red Barn mercantile and paper, Penny post, excuse me, Penny posts in Old Town, Alexandria, Virginia, has really interesting holiday windows. She works with a stationer that she carries in her store. And they work together on one of the designs that gets featured like blown up largely or represented in some other way in her holiday windows. And they're spectacular. And usually even carries through to the invitations to the open house like it's more of. It's a statement it represents her brand. It's something that I suspect that people in the community can't wait to see what Amy's next windows are going to look like or when she going to debut her holiday windows. So those stick out as something that a head and shoulders above above the rest. My all time favorite store window that I ever created on my own was for a children's store in Fort Myers, Florida, where I took brooms, just regular household brooms and cut the tops did them upside down, cut the tops to be funky hair spray painted them neon colors. This was in the 90s. So you can imagine had to be neon, glued some sunglasses on and then chop the arm and made it into a t so that it was a t shirt. You could put a T shirt on it. So I made little mannequins out of brooms and it was my all time favorite. I was hoping I could find a picture of it because my husband's currently going through boxes of pictures. So if I do, I will post the picture of the roomies. We called them. Oh, there they were they were super popular round town. Everybody's like, have you seen the Burmese it was really fun. So, so one of mine was my all time favorites. Well, I love it.

Amy Loewenberg: 17:51

And I love that you included one of one of yours as well, you've kind of touched on some some of these important features already. Let's zero in just a little bit more and maybe just talk top line about like, what are some of the most important aspects that you consider to be like the foundation for successful merchandising. Number one

Unknown: 18:14

is bigger than just merchandising. But it involves merchandising. And that's to devote the most space, whether it be floor space, tablespace, wall space, counter space, whatever, just retail space, devote the most space to the products that make the most profit. And that's not always what you see, when you walk in a store and you see the front table it and I genuinely can. I have enough knowledge of the industry to know what things generate more profit than others, not to say you can't display everything beautifully, but dedicate the most space to where the most money is generated. Yeah, that's just business practice. The exception to that is the window displays. Those spaces can be more important for representing your brand, or creating an interesting lure to bring people into the store. And they don't necessarily have to be filled with profitable items or high profit items. Because frequently, you know you buy things like props and stuff like that. Or you might buy something at wholesale that you never plan on selling because you only buy it to use as a prop. Obviously that space is not going to be your highest generating profit selling space. So windows are the exception to that number one rule number two, I would say change your displays often or at least move them around a lot. Customers want to see something new every time they come in a store. And if you want your store to be the place that someone thinks so first when they want something new for new for gift item or new for themselves, then you have to give them a reason to think give you first so be a creative retailer. changing those displays often is a sign of creativity. And I'll give you a third one. Okay, well, three basic tips. There's two simple display concepts that anyone can use to create interesting effective table displays. Either group the colors by either group the items by color, or group and by theme. And this are super simple. This is not hard. Anybody can do this part time to afternoon a weak employee can do this. Too good exercise for all staff to learn, I try to emphasize that, regardless of their retail training, just go around the store, gather items that a certain color or a certain theme, or a color combination. Certain theme can be like floral or camping theme, or wellness or any any kind of theme that you can find in your store. And the theme is like four items or more, then put them on a table, add some risers, or stack them or both, so that you have height for visual interest. And it's that simple color or theme, every every display in the store is not going to be that way. But when you need to throw together a table display, and you need it quick, you needed effective. The easiest way to do is by color or by theme. I love

Amy Loewenberg: 21:20

it. I love it. And I love the fact that you've identified that the windows are the windows to your brand. Absolutely. And that is what intrigues our customer to come in. And then they are taken with the product that we see in the first feature. And now we even know more about how we can zero in on what needs to be on that front fixture. Yes. So yeah, um, you are clearly a noted authority. And you are also a noted authority on product and trends and and retail strategies that we just spoke of, you've been a guest speaker and conference presenter at leading b2b events across the US New York now included. Your opinion matters, why don't you share some of the this is a weighty question some of the bigger and more poignant industry shifts and changes that you've seen?

Unknown: 22:19

Well, I've been around a long time. So social media has to be number one on that list. Facebook and Instagram in particular, have turned all local stores into national and international businesses. More importantly, though, social media has given retailers the opportunity to interact with their customers on a daily or, you know, close to daily opportunity, and more personally than ever. And more recently, especially during COVID, retailers have even learned to use social media to actually and directly sell merchandise. And I think it's been a lifesaver for a lot of stores that were closed or relatively close during COVID. So social media is, is the number one change that I've seen in, in the retail industry in my time. And another one specifically, or mostly to the gift industry is the addition of wellness as a category. Oh, yeah, it emerged during my time as a retail reporter. And as a result, many gift shop retailers embraced apparel as a moneymaker in their stores to first testing it like with athleisure. And many have successfully expanded their apparel and accessories due to this, this whole category. So I'd see that one moving forward as well.

Amy Loewenberg: 23:44

Well, that actually leads into what I was going to ask you next, like what what you think we'll see in the next few years to come. So you think that there there's going to be expansion for apparel and wellness?

Unknown: 23:56

I do. And I think retailers will hone it down as to what works for their product mix and what their customers are, are looking for. Because some of them are still experimenting with that. I think in addition to that, in the next few years, retailers will continue to look for new and exciting vendors that are made in the USA, and also locally made products because I think they're trying to stand out in their area. And because we're rediscovering our local areas. Thank you COVID for that, right. Yeah, I think we're embracing our communities a little bit more, which is great for this shop, local aspect. But I also think that without going over the line to souvenir ish, I think there's some made local opportunities there that that will be very strong moving forward. And also I think retailers who have shied away from trade shows due to COVID are itching to get back into showrooms booths and aisles of trade shows. But with the addition of online buying opportunities, I think it will be a hybrid from here on out. Yeah,

Amy Loewenberg: 25:08

I agree with you. 100% 100%. Well, those are some great words of wisdom. Um, you've had a very Technicolor career, I would say, I agree, will this be hard for you to step away from this? Like, what do we see in your next few years personally,

Unknown: 25:28

it's hard to step away, but it's time, I'm sure I'll stay in touch with my industry friends, because I have so many that I've met along the way. Or, you know, you all you always say that and you never stay in touch with as many as you'd like. But I know that I will stay in touch somewhat. And because we have social media, I, you know, have so many that are friended on, on various platforms. I am retiring, of course, from the writing, speaking engagement and podcasting jobs, but I'm going to continue to advocate for independent retail. And I'll help retailers when I have the opportunity, whether it's in my own town here, or you know, if someone reaches out now and then right now, I plan to spend some time getting to know my new community where I live, and cuddling my cute little grandson and newborn granddaughter, and beyond that time will tell. I love it. I love it. Well,

Amy Loewenberg: 26:18

I know that we all wish you the absolute best in your next chapter. Thank you. Before we come to a close here, not an end, but just a close to this one conversation as there will be many more I know because you and I shall not drop contact. Why don't you lead us out with some Becky words of wisdom or advice or maybe a favorite quote you can share with us? Well,

Unknown: 26:46

stay display inspired is my favorite quotes. And it's just because of the simplicity. And I think those three words remind people to look for inspiration everywhere you go at trade shows in other people's stores, on social media and in everyday life. And because I started with visual merchandising. My love for it has never waned over the years. I think I'll just end with a quote stay display inspired from my visual merchandising blog.

Amy Loewenberg: 27:20

I love it. I'm going to repost that when you can be sure. Oh my gosh, Becky, thank you so much for joining us today. I'm just I'm so thankful for all of your contributions and your advocacy and independent retailers and shopping local. And of course, you're very, very valuable retail details that you share with us. You my friend are a rockstar.

Unknown: 27:43

Thank you and thank you for the wonderful opportunities over the years to interact in New York now and and just for your friendship.

Amy Loewenberg: 27:51

Well, the friendship indoors and so does your relationship with New York now. You are a treasure. So with that I say thank you again and to all of our listeners, please make sure that you are continually supporting our dear dear friends. Continue to look for retail details on Instagram because I know I will.

Becky Tyre: 28:14

Thank you. I will be keeping Instagram up.

Amy Loewenberg: 28:18

Alright, have a great day and we will talk again soon.

Becky Tyre: 28:21

Thank you.

Amy Loewenberg: 28:22

Thank you for joining us today. I hope you enjoyed our conversation as much as I have. I know that we will continue to enjoy Becky's Instagram and her words of retail detail wisdoms. Thanks again so much and I will talk with you soon.

Dondrill Glover: 28:49

Thank you for listening to the New York Now podcast. Make sure to tune in weekly for engaging and insightful conversations touching on the most relevant topics facing our community today. Visit to your gmail.com to learn more about our market and how you can join in all the Conversation