Los Angeles, CA (PRWEB) March 23, 2009
You see a lot of Fitz and Su when you visit their store on Melrose Avenue in Los Angeles. After all, their names are on the door, Fitz-Su. Their presence is one reason Fitzsu is considered "gifted." "Our in store and on line customers appreciate that there are people committed to the store's products and service," says Fitz. "Especially in these economic times, people want that kind of security," To survive gift retail, Fitz and Su connect with as many customers as they can by personally assisting future brides and grooms with their registries, creating dialog with their knowledgeable customers on the sales floor, and answering their own phone.
"As independent retailers, we can do things to change our business quickly in reaction to the marketplace," Su says about adaptability. Fitzsu revisits their business plan annually, but are able to adjust it to changes in the neighborhood or on line shopping habits throughout the year. With stores like Kid Robot, Johnny Cupcakes, Bathing Ape, and Paul Frank all moving into the immediate vicinity within the last few years, Fitzsu has a captive and suddenly younger audience walking by. "We changed our window displays to include merchandise that matched the block's surroundings. Alessi colorful plastic salt and peppers and dishware with blackbirds bring a new buyer into our store."
With their combined talents in visual arts and marketing, Fitz and Su created their own website at http://www.fitzsu.com and are able to provide emails and merchandising to suit the moment. To attract and maintain customers during the recession Fitz and Su are not loosing their margins to slashed prices, but are creating economy sets to highlight more affordable alternatives in their store.
Being current is important to a design store and Fitz and Su attribute much of their success to being the first to introduce new products to the public and to living the lifestyle they sell. "It's easy to know what is new and believe that it is great when you are always looking for and using the products for yourself first." In addition, Fitz and Su admit that whatever the environment, they are happy to do what it takes to live their passion. If it means this year Fitz has to build a special cabinet to display a new product or Su has to serve homemade cookies to introduce it, they are willing and able to do the task.
Fitzsu, run by owners Su Sazama and Fitz, has two brick and mortar locations in Los Angeles and Palm Springs, California and an on line store at http://www.fitzsu.com. Fitzsu offers a unique selection of personal gifts and home accessories, including a well-focused wedding registry. Su's and Fitz's combined backgrounds in art, design, marketing and international travels have contributed to Su's and Fitz's one-of-a-kind approach to retail.
Su Sazama, owner
7970 Melrose Ave.
Los Angeles, CA 90046