RELIC & CIVIC DUTY
RELIC AND CIVIC DUTY DRESS UP ST . JOHN ’ S
When longtime clothing retailer Ballistic closed its doors last December , retail entrepreneur and former Ballistic store manager Jon Loder jumped at the opportunity to take over and transform the space . “ The old business needed to be modernised and updated with a different structure and business model ,” says Loder . His new store , Relic , catering primarily to teens and young adults aged thirteen to twenty-five , opened its doors this past June after a major , three-month overhaul .
Loder believes that the new approach to retail is to create a positive customer experience , which he accomplished by introducing softer LED lighting , refinishing the floors , changing the way clothing is displayed , and cutting inventory to one-fifth its former size . “ In the 1990s , the retail industry pushed an overconsumption model , which caused the customer to feel overwhelmed when shopping ,” he says . “ These stores were so jam-packed with merchandise that the shopping experience became like a chore for bargain hunting .” In reducing the amount of merchandise to a manageable level , Loder was able to display the store ’ s trendsetting clothing more attractively in an effort to draw more customers .
Standing at a towering six feet four inches tall , Loder himself certainly need not worry about store sightlines . But he admits that his height is an anomaly and that most people stand well below the six-foot mark . To make the store easier to maneuver , he lowered the height of the racks and arranged the merchandise to visually attract customer interest through their unusual shapes , colours , and styles .
About a stone ’ s throw away is Loder ’ s other retail venture , Civic Duty . Aimed at a slightly older demographic with a higher disposable income , Civic Duty specialises in a niche market that Loder felt was being underserved . “ I had spent a lot of time traveling to trade shows in fashion-forward cities like San Francisco , Montreal , and New York ,” explains Loder , “ and saw there was a need for upscale menswear that was more casual than a suit and tie .” The store also features a selection of women ’ s wear , bags , accessories , and footwear .
A unique customer experience is emphasised at Civic Duty . In fact , Loder took this idea to the extreme by creating a funky , speakeasy-type entrance with an alleyway leading to a small workspace where Relic runs its in-house printing and design functions . “ People seem to
Jon Loder Retail Entrepreneur
enter the space with a sense of curiosity ,” notes Loder , “ wondering if they are even in the right place . I love seeing them so engaged .”
All of Civic Duty ’ s inventory is designed and manufactured in the United States and Canada , and although slightly more expensive , it is higher quality and expected to last . It is ideal for the casual workplace environment where employees have the flexibility to dress comfortably but still look stylish . “ Civic Duty provides the ability to look good and put together without having to be formally dressed ,” he says .
Local folks are encouraged to stop by either location for a one-of-a-kind shopping experience they will truly enjoy . Others are welcome to visit the stores online at www . civic-duty . ca and www . relicsupply . ca . +
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