Looky Looky: LIV Part 3

LIZ: Given that today the general public is a lot more environmentally aware, how important do you think it is to stock eco friendly products?

JOANNA: We’ve tried various things, we’ve always had organic towels and sheets available, we have an organic babies clothing line. They are not always my best sellers, but I like to have them there on offer, but I think that at this point in time I am not sure how on board the consumer really is. I know there’s a core of people who are hard core organic and maybe we just don’t get them yet. Mass population wise, we did a huge organic launch last year of robes, towels and sheeting, if it sold it was because consumers liked the look of it, the eco friendly aspect was not always a selling feature.

But don’t forget that Au lit where we launched all this, everything is European cotton, made in Canada, our cotton product is as environmentally sound as one that has been called organic. Our mill in Italy has been on that wagon for 20 years, so it’s like you’re really pulling hairs. I think people care more when it comes to things like their children’s toys and clothes, we carry an organic kid’s clothing line, I have a five month old so I like that it’s organic and made in Toronto.

LIZ: What sort of business experience and or lesson have you learned from watching and working with your mother?

JOANNA: Well everything, I started working for her when I was 13. Here in Toronto it was how to make a bed, that whole Au lit look was all my mom, selling, product knowledge, the buying. The only thing I would say that is mine and I’ve have to do on my own is the clothing. I think with buying its safe to say you have an instinct for it or not, and my mom definitely does and I think it’s fair to say that I do as well. So I think I get it from her. I admire her vision, she’s never been afraid to try anything. She’s so fearless.

LIZ: What can customers expect to see in the future from LIV? Any new product lines, trends?

JOANNA: For spring we are turning the entire back half of the store into a huge loungewear department, with a the pj vibe but some sexier. Expanding on loungewear and the basics in a range of prices and styles. The styles coming for spring, I am calling it sexy and sloppy, because everything is loose, off the shoulder, we have the jegging, and it’s denim but is as comfortable as a legging. Brand new bedding line, love seats that are slip covered in the fabrics that match the bedding. Everything in bedding is natural linen washed look, it’s tying in sexy sloppy. Casual luxury, everything is high end and quality, but washed and a little ruffled.

LIZ: What would you say is the difference from Montréal to Toronto as far as consumers are concerned?

JOANNA: Don’t forget my neighbourhood is North Toronto, I’m sure on Queen Street they are probably more like a Montréal shopper, but I think in Montréal they are a little more adventurous, a little more individual. In Toronto the trends are gangbusters, a lot of that is because of the designer and they have set styles, what’s amazing about that is that if you connect with Toronto consumers, you can really have amazing collections, it can be amazing we never had that in Montréal where people would go crazy for one particular style and it would be a blazing hit. Whereas in Toronto you have that potential they are very discerning. Montréal-ers are a little more quirky, but this is just my experience in North Toronto. Montréal-ers are much more willing to put their money in social activities, they love to go out, eat out. Torontonians are nesters, they love their homes, and they love putting their heart into their homes.

Looky Looky: LIV Part 2

LIZ: How important is creating a unique shopping experience for your customers through engaging all of their senses?

JOANNA: We had Au Lit for a few years, and we knew if we were going to open a second store it would be not just a linen store, we didn’t need to do the same thing twice. If we were going to do it, it would be the sort of store we had been seeing in Europe for years which did show a full lifestyle. One of our favourite stores is in Paris and it’s actually a house, and you go through it every room has things for sale, they don’t have clothing but they have loungewear. A store like LIV had been on our horizon for many years, so we knew if we were going to do this, the space had to be big, had to have the right vibe and this store with the wood floors and the high ceilings, it was just the perfect location and the perfect timing. But in terms of the layout we change the layout all the time, you can come back next season and it won’t have the same layout. We always change it to be exciting and current, and it will always be a fusion of clothing and home décor everywhere.

LIZ: Do you feel that there is anything lacking in retail shops these days?

JOANNA: Yes! For me it’s always about the experience, I just feel like in this day and age, not just because of the recession but also just because of the level retail has taken in Europe and New York and in LA. I don’t know if you are familiar with ABC carpets for instance in New York, but it’s one of the most astonishing retail spaces I’ve ever been to, maybe for me in the world... it’s my favourite, and the level of not just merchandising, product, but everything the whole experience is of such high calibre that for me it just doesn’t really cut it anymore to go into a generic store, be treated with indifference.

One of the biggest things for us was of course we wanted to create a beautiful space, but I so want everyone to have an experience. So for me I want the bathroom to be beautiful, my change rooms are stunning and they are quirky. My staff knows that the most important thing is the warmth and the vibe and the welcoming, and bending over backwards. There are so many stores in this city where the service is mediocre at best. You either feel like you’re being attacked or ignored and somewhere in the middle you have a great experience and beyond that for me I want LIV to be a store that you come in and feel good about yourself. We offer clients a latte or an espresso, when I say multisensory it’s not that you just walk in and say “pretty store” it’s that someone greets you, it smells nice, for me it’s that experience but that also the product is amazing. You have to have phenomenal products but that backed up with the experience, and I think you have something pretty amazing and that’s been the goal.

LIZ: What era are you heavily influenced by in home décor and in fashion?

JOANNA: Home décor, it’s hard to say era, but I would have to say influence would definitely be more country, and I think the Swedish influence has been huge on both Californian and French style so when we are buying from France and California, which are two key places we buy from, even though they come from France or California, it’s very Swedish, everything grey, all Swedish, the distressed, for me the influence is less an era. However I have to say I adore art deco, the 20’s.

For clothing it’s whatever’s hot, right now the 80’s are huge, and the leggings.

stay tuned for part 3...

Looky Looky

Here it is Part 1 of my sit down interview with LIV owner Joanna Goodman, hope you all enjoy and I hope you are all enjoying the new year!

LIZ: What was your inspiration to start a store like LIV that creates a fusion of fashion and home décor?

JOANNA: A lot of ideas come to us in our travels; from places like Europe and cities like New York. Something we had seen for years of combining not just home décor but accessories. I think it’s a natural evolution that a multi product store would get popular. It’s often called a lifestyle store, and I think its time has come; it’s really more than beyond just one stop shopping. Essentially the goal is that you come in and it’s a feast for the eyes. Fashion and home influence each other, they always have. As long as I’ve been buying linens the colours that are hot always come from the fashion runways, so to me it was so logical that they would be intertwined and together in one space.

LIZ: How important is it to you to stock Canadian brands and lines, you mention on your site that you travel to Europe and the U.S a lot?

JOANNA: It is very important. We carry a lot of Canadian designers. Jewellery, clothing, Snowflake is a Toronto designer that I adore, Kirsch from Vancouver; we do a lot of Canadian. Home décor is a little tougher, because the look we carry is very European, typically they come from France, but we manufacture all of the linens in Montréal, so we bring in the fabric and then everything is made in Canada.

LIZ: What is the process of buying and stocking for your store, do you follow what is trendy at any given moment or do you get what you like and hope it sells?

JOANNA: When I am in Europe you see what’s new, they are showing, whether it’s a colour or a style of furniture or it’s the clothing they are showing what’s new. Similarly when I am in New York or Vegas at a clothing show they are also showing what’s new, so I’m really calling from the newest trends and then I really do go by what I love, I have to, because when you are buying this many different departments, I have to be able to hone in, and for as long as my mom and I have been buying for the linen store we have a policy that we both have to love it, agree we love it, go... oh my god, and I really use that even for the clothing now. If I just can’t stand it but it’s super hot, which has happened, I have had to forego it, and typically when I don’t it doesn’t really work, because for the most part clients are very like minded, you know I am the client in a lot of ways I am the demographic. So if it’s just something I would never put on in a million years, even though it’s hot, I’ve got to leave that to the other stores.

Stay tuned for part 2 tomorrow...

LIV the way you want

As many of you know I do some freelance writing on the side and I recently had the great opportunity to visit LIV and sit down and chat with owner Joanna Goodman. The article will be out next week or so on BlogTO but until then I just wanted to share some of the great images that I was privileged to take.

Store spotlight

I was watching re-runs of Steven and Chris ( CBC big mistake!) anyway I actually came across an episode I hadn't yet seen. I love how they have a feature called "What's in store" that takes us viewers on a tour of Canadian restaurants, shops and boutiques. Today they featured LIV boutique. They offer stunning furniture, linens, clothing, accessories and jewellery just to name a few.

Check them out, and if you are in Toronto drop on by, I know I will soon!