Merchants urge Parkites to Fall Into Fashion | ParkRecord.com

Merchants urge Parkites to Fall Into Fashion

When Lori Harris, Vanessa Di Palma Wright and Katie Eldridge started Fall Into Fashion three years ago, they hoped it would encourage Parkites to flock to Main Street during a slow time of year.

Three years later, it's clear they were onto something.

"We've had success from the get-go, really," said Harris, who owns the Main Street clothing boutique Mary Jane's. "It's been a lot of fun doing it, and we're having more and more boutiques and stores join the event."

Fall Into Fashion is scheduled to return Thursday, Oct. 13. From 5 to 9 p.m., more than a dozen stores along Main Street will be offering sales and giveaways as an incentive for Parkites to visit the downtown area. The list of participating stores includes: Alpaca International, Burns Cowboy Shop, Mary Jane's, Cake Boutique, Olive & Tweed, Farasha Boutique, Hilda, Panache, Prospect, Root'd, c|two by cake, Park City Mercantile, DiJore and Lululemon. Following the event, an after party is set to be held at Handle.

Harris said she expects this year's Fall Into Fashion to be the most successful so far because of the number of participating stores. As the event becomes more popular, retailers see it as an opportunity to be part of an evening shoppers are marking on their calendars.

"That always grows the event for us because you bring on a new store, and you bring on their customer list, and those customers bring friends," she said. "The way we set up the event was to get people to shop in multiple places that evening, not just go to their favorite store."

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Melissa Berry, owner of Root'd, said the event is exciting because it helps merchants during the shoulder season, a down period before tourists come for ski season.

"People in the community might think that just because it's slow, there's no reason to come to Main Street," she said. "But we do have a lot of good things going on still. This is just something fun to get them out and remind them that Main Street is for everyone all year long."

Harris added that it's important that Parkites view Main Street as a place for locals, not just for tourists.

"It's crucial to remind our locals over and over again what great local shop owners and stores we have on Main Street," she said. "To me, it's very important that you bring that local shopper back to Main Street."

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