Plum in the July 20th North Shore News

As Coco Chanel once said, we live in a world where fashion is made to become unfashionable.

So, naturally, maintaining a business by designing the next line and getting it right is no small feat. But it's something that Plum has managed to do -- for 25 years.

The clothing company celebrated the milestone this year. It now has nine stores in B.C. and Alberta, including one on Lonsdale Avenue. The North Vancouver shop was the second in line, opened very shortly after the first. "I remember carrying my six-month-old baby when we first renovated the store," says founder Kate O'Brien. "The fact that we survived in that community is a testament to the fact that we must be doing something right for that customer."

There are several keys to its longevity secret. "I think that part of it is that young and vibrant sales association and behind the scenes younger spirited individuals that are always on top of what's happening," says O'Brien.

To scoop up the latest trends, she travels along with the in-house designer to New York and L.A. several times per year. They look at all the new retail concepts and upon return they interpret it for their particular customer without being so over the top that they feel uncomfortable with it, says O'Brien.

"We keep our eye on real women, what women really want to wear and always juice it up with that sexy, fun, current fashion that gets you excited every season and makes you go out and get something new," she says. The aim is to make comfortable but current and fashionable pieces.

 

For the complete article, visit: http://www.canada.com/