There is a rebellious energy in the air, and it is affecting fashion. At the moment there are rumblings of more daring apparel store brands expected to flourish that feature bolder, avant-garde fashion pieces meant to be worn for the nightlife party social scene. As social options continue open up, including bars, nightclubs, formal dances and parties, the Gen Z and younger millennial females are especially ready to ditch their comfy sweatpants in favor of more flair-oriented apparel. The clothing brand stores that cater to this desire for expressiveness have indicated they are in expansion mode. These stores can be found in mainstream malls, as well as outlet centers and street-front urban retail spaces, including former warehouse units.
Keep your eyes out for Windsor Fashions, AKIRA and Dolls Kill to be opening new brick-and-mortar locations in order to accommodate this newfound need for trend-setting clothing for all forms of social occasions.
Windsor Fashions will be opening up to 35 new stores per year over the next two years nationwide. Look for much of the growth to be especially strong in the East Coast, Midwest and Southern markets that are in more outlying regions situated about 30 miles from a major metropolitan city. There are some exceptions to this, such as its 4,000-s.f. flagship store that opened in the Soho section of New York City in September. States that Windsor is targeting include Ohio, New York, Virginia, Florida, Texas, Iowa, the Carolinas, Colorado, Wisconsin, Illinois and New Jersey. Windsor seeks inline or end cap space between 3,500 and 7,000 s.f., in outlet-oriented malls and indoor malls that are close to multifamily developments.
There should be a large percentage of women in the 18- to 34-year-old range that frequent the shopping center. Co-tenants should include brands that appeal to this younger, female-based shopper, such as Bath & Body Works, Sephora and Cotton On. Although Windsor is known for its affordably priced formal attire, such as prom dresses and bridesmaid gowns, the store also sells casual and cocktail style dresses, rompers and jumpsuits that feature trend-setting elements such as corset designs, mesh layers and cut-out patterns.
AKIRA is a women’s clothing store brand that has indicated future store growth in the range of five to 10 new units per year over the next one to years at least. The buzz is that the brand is looking to further expand in the regions around St. Louis, Philadelphia, Baltimore and Washington, D.C., and is eyeing growth into new areas such as New York City, Columbus, Ohio, Kansas City, Mo., Boston, Fort Lauderdale, Fla., Austin and possibly Charlotte, N.C. From 2023 onward, new Western markets, including Los Angeles, San Francisco, Phoenix, Las Vegas, Seattle and Portland, Ore., are a strong possibility for expansion. For the immediate future, AKIRA will be opening two units in Houston and one in Edison, N.J., by the end of this year, in addition to its King of Prussia, Pa., unit that opened in June, and its Miami Beach unit that opened in May.
AKIRA looks for end cap or inline space in the 3,000- to 5,500-s.f. range, in indoor regional centers, lifestyle centers, outlet centers, as well as retail street-front space, including ground-floor units of mixed-use buildings. Space can be in either urban metros or in suburban sites in close proximity to colleges, nightclubs and bars. Preferred co-tenants include mid- to upscale trend-setting brands that appeal to the late teen to early 30-something female shopper, such as Urban Outfitters, Abercrombie & Fitch or Zara. AKIRA, which originated in Illinois, is known for its non-conventional dresses and nightclub party attire, including bedazzled flared pants and halter tops.
The digitally native Dolls Kill clothing brand opened its second permanent store, a 10,000-s.f. three-floor unit, in New York City’s Soho district in August. The brand has indicated it is looking to open more units in the U.S. Cities rumored to be in the running for possible growth include the two locations where it previously had pop-up stores, San Francisco and Las Vegas, as well as Atlanta, Houston, Denver, Washington, D.C., Boston, Phoenix, Chicago and Miami. The brand opened its very first permanent store, a 6,000-s.f. retail street-front flagship unit, in Los Angeles back in 2018. Judging from its existing two stores, Dolls Kill looks for larger inline, end cap or separate building spaces, between 5,000 and 10,000 s.f., on trendy urban street-front retail sites. Space can also be a converted warehouse.
The ideal neighborhood should be a fashion-forward arts community district near trendy clothing shops, such as Reformation, restaurants popular with the younger set, such as Dave’s Hot Chicken, nightclubs, tattoo parlors and independent coffeehouses or even mainstream coffee spots, such as Starbucks. A close proximity to art schools and multifamily developments are also desirable. The store’s interiors mimic a fun nightclub vibe with disco lights, and the clothing is intentionally edgy and alternative, appealing to the non-mainstream customer.
