How to Open a Successful Clothing Store

Everything you wanted to know about running a menswear boutique.

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Complex Original

Image via Complex Original

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All images by Alexis Noelle Barnett.

As a store director, Justin Dean is the stylish man behind-the-scenes at Gentry, one of Brooklyn's premier menswear boutiques. The independent shop's developed a good reputation for its mix of drool-worthy brands like Our Legacy and Engineered Garments with high-end designers like Junya Watanabe and Robert Geller. Their online store has become a go-to for guys who aren't quite sure how to mix in designer pieces with everything else in their closet, thanks to product images and editorials that feature wardrobe staples like Air Force 1 sneakers and crisp white tees paired with the pricey garms Gentry has on offer.

Of course, Dean's responsibilities vary from merchandising the shop to buying every single piece that sits on the racks. If you've ever wanted to be a buyer for a store or have dreams of opening an independent boutique of your own, then you should definitely pay attention to the following nuggets of advice. We stopped by Gentry's recently re-opened, redesigned Williamsburg shop before the "new store smell" had faded from the walls to ask Justin Dean what exactly it takes to run one of the best independent men's shops on the Internet and in real life. Check out How to Open  a Successful Clothing Store.

Find a signature aesthetic and choose brands that are consistent with it.

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Take a step back from your personal tastes and consider what the customer likes, too.

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Embrace the business side as well as the creative side.

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There's a place for the more daring pieces, but pay attention to what's actually selling.

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Be open to educating your consumers about big-ticket items.

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Knowing your product inside and out goes a long way.

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Be prepared to put a lot of work in.

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If you want to start a house line, weigh the pros and cons.

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Keep your aesthetic consistent online and in-store.

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Online stores are tedious, but you can have fun with it.

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Being real gets a lot more attention than trying to manufacture press or publicity.

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Traveling isn't all fun and street style. Use it as a learning experience and build relationships.

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