Creating A Unique Retail Experience With TABOR
It may not come as a surprise to you that many people have mixed opinions on whether Charlotte has a prolifically cool retail scene. We’ve all heard certain people lament the lack of uniqueness and character in the Queen City’s retail experience in contrast to its millennial-dense counterparts. One might argue that the naysayers have a point – have you ever bellied up to the hotel bar on your Charleston vacation to hear the bartender swoon at Charlotte’s culinary scene? When’s the last time your industry conference in New York featured your peers discussing Charlotte’s booming arts culture? See what I mean?
We shouldn’t blame Charlotte for not having the rock & roll undertones of Nashville. Charlotte’s culture is simply a product of its historical environment – a sea of (mostly) fleece vests and stretch khakis, sucking down IPAs after the closing bell. To be clear, however, Charlotte’s not entirely void of cultural relevance. A Charlotte local with a taste for quality hospitality is likely equipped to disprove the notion. In fact, the last development cycle has done much to narrow the “cool points gap” between Charlotte and its high-growth counterparts, injecting our beloved banking town with edgy artists, creative retail experiences, and seasoned sous chefs going beyond “Grandma’s Modern Southern Fare.” One venue in particular stands out as a feather in Charlotte’s proverbial “cool cap.”
Hidden in plain sight along a busy stretch of Providence Road in Myers Park sits a single-story bungalow, originally built in 1927 and more recently rezoned for commercial use. The historic craftsman home is simply referred to by those who frequent as “the Bungalow” and now houses a family of local brands, each of which has uniquely imprinted on the neighborhood. TABOR, Not Just Coffee, and SOCO Gallery proficiently share space under one roof, offering Charlotteans an amalgamation of experiences that would give Londoners and Parisians pause when considering retail destinations in the States. TABOR, founded by Perry Poole and Laura Vinroot Poole, is the men’s counterpart to their high-end women’s clothing boutiques, CAPITOL and Poole Shop. James and Miracle Yoder’s Not Just Coffee brand is an OG in Charlotte’s third-wave coffee scene and has long been established as a local favorite for craft coffee. SOCO Gallery is the brick-and-mortar realization of contemporary art curator, Chandra Johnson, which features museum-quality artists in a neighborhood gallery setting.
This month’s segment of Rebel Reader features a conversation between Rebel Rebel’s James Craig and TABOR’s Director, Aaron Price. They discuss the vision for creating a unique experience at TABOR and the commitment made by the entire TABOR team to actualize it.
JC: When TABOR opened in 2015, I imagine the concept of a higher-end men’s shop was much more farfetched to Charlotteans than it is today. Has it been challenging educating the market on higher quality goods?
AP: I’ve made the joke plenty of times that we’re in the “education game.” A lot of conversations on the floor are about why a product is made a certain way, or why it may cost what it costs, and we love representing our designers and furthering that education. I would also say that most men’s stores, especially historically, have represented more quality and slow fashion, but we’re often distracted these days with making sure turnover is high and pushing too much product. The big challenge is convincing folks that a shirt made in the U.S. from Gitman Brothers is worth the effort and price tag rather than something you can get at the lowest price point. I think people are willing to support and pay for what they will honestly feel best wearing – and you will always feel your best when you work with brands that support their workers and craftspeople.
JC: Was there a specific mission or goal that instigated the idea of TABOR?
AP: TABOR was actually born out of opportunity from our sister stores, CAPITOL and Poole Shop. Our older sisters have been operating much longer than us and it felt natural to make the walk into men’s. As we got our footing, we really wanted to push beauty, quality, and intention. “Get Dressed” became our motto and mission, pushing us to really filter our selection to serve our growing community while keeping focus on our point of view. We really want to be the shop that a 22-year-old and 72-year-old both feel comfortable shopping together. That’s been a big driver for us.
JC: TABOR has been said to be one of the top men’s stores in the country. To what do you attribute the store’s success.
AP: We are flattered, honored, and plenty lucky to be considered so. I think TABOR’s focus has always been around service over product. We work very hard to provide a curated assortment of products that you may not find everywhere but we also truly want our community to benefit from what we do. We want to help you get dressed, not just sell you things that you may not need. We’re privileged to host and work with our clients and we care about how our service will benefit them. People have really appreciated that.
JC: TABOR shares the Bungalow with SOCO Gallery and Not Just Coffee. How do the three brands impact one another? Is it a pretty cohesive ecosystem where customers come for one product and stay for another? Are there operational challenges to having multiple brands under one roof?
AP: The fact that the space is shared only enhances a customer’s experience. It’s pretty obvious that the coffee portion can serve a marketing purpose – an “I came here for coffee and found this shirt” type of thing. But it’s more about a person getting the chance to see a new photographer’s exhibition at SOCO while ordering an incredible drink and getting a gift for their loved one. Not quite a one-stop-shop but very much a culture-forward shopping experience. To me, the best part about the space is the fact that the 1920s bungalow we’re in gives you the balance of being a part of the neighborhood entirely, and you can enjoy the porch and courtyard as a part of a visit. This definitely isn’t your typical shopping experience, but I think we all live together in pretty decent harmony.
JC: What are some of the most notable challenges and opportunities the City of Charlotte presents for the TABOR brand?
AP: The challenge in Charlotte is that most guys aren’t the most open-minded shoppers. A country club polo and a stretch pant might as well be the uniform. We’re hoping people can begin to care more about what they wear. I’m not saying that there’s anything wrong with wearing what you feel comfortable in, but a little effort and interest will go a long way. A big opportunity, though, is the way Charlotte is growing. We’ve benefitted from guys from many walks of life heading into the shop with influences outside of the Charlotte comfort zone. It’s the same with food or other elements of culture – the more diverse the offering, the better for everyone.
JC: How has e-commerce impacted your brand & the industry overall?
AP: The industry overall is really obsessed with e-comm and I understand why and how it’s the behemoth it is. For us, it’s honestly the opposite, though. We’re very fortunate that the majority of our business comes from actually shopping with us in store. We get to know every customer, their needs, their wants, their travel plans – so we can best serve them. It also lets us see the growth opportunity that e-commerce can offer, but maybe in a style that best suits us, which is another challenge for the future.
JC: What trends are you currently seeing in the fashion industry in Charlotte (and the South) and what implications do you think those trends have on the future of the industry?
AP: Everyone is talking about going back to brick and mortar with regard to larger retailers. The reality is that smaller shops will always have the upper hand in working with their customers. We know how significant every sale can be, and we treat our customers with that in mind. I think even with larger retailers trying to make more experiential and smaller venues, it won’t fit into their larger sales goals. I would hope that more designers, brands, and stores understand that people aren’t trying to accumulate so much “stuff” anymore. Future generations are already showing their interests in buying smarter, secondhand, or vintage – I think the fashion world will have to redefine what success is to meet their market. I also think we will see guys coming back to tailoring in a big way. We have all had our stretchy fabric moments and are ready for real clothes again.
JC: Any notable goals for the company moving forward?
AP: As we are talking, we just received our new TABOR Tailored suiting program. We’ve been working with an incredible workshop in Italy to make this happen and I’m excited to see it become a part of our clients’ closets. For the future ahead, who knows… Maybe there’s a TABOR Women’s component one day.
Photography by David Powell
