Canadian Retailer - Winter 2013 - 15

sesses could never be learned in school or anywhere else.
“There is no substitute for learning your business from
the ground up,” she says. “The in-store experiences taught
me so much about our business, including the fact that
running a successful service business is not just about
serving your external customer. It's about serving your
internal customers as well. Our associates are the face
of Stitch It, by working the front lines I feel connected to
both sets of our customers.”
Baird goes on to explain her deep appreciation for her
earlier experiences gained in the stores—experiences
that help her today in her role as president.
“When I visit stores today, I know enough about the
processes to test out new concepts and programs,” she
explains. “There have been many times when we come
up with a great idea at head office but it just doesn't work
when I get into a store. Unfortunately, this lesson is something that can go stale if you do not stay connected. I try
to get into the stores as much as possible and hope to do
even more of it as I get settled into my new role.”
Openness and communication

Beyond taking this step by step, or stitch by stitch tactical approach to succession, which has given Baird the
opportunity to learn all of the ins and outs of her family’s
business, she stresses open and honest communication as
the other critical element to an effective succession plan.
“Communication is critical,” she asserts. “I knew right
away that it was going to be important for my father and I
both to commit to keeping open and honest communication between us. That was the only way this was going to
work. In family businesses, we often take communication
for granted. It’s easy to assume that family members will
be on the same page, but that isn't always the case. Having

How exactly do you manage to meet the
customer’s needs?
Customers today are busy and often focused on ways
to look and feel better, evidenced by the millions we
spend on health and wellness. Stitch Its job is to make
them look and feel great in their clothes.
We look for ways to go beyond what they may have
originally come to see us for. We take the next step and
ensure that we educate them on how to make their
clothes fit their individual body, and we do it fast. 50%
of our alterations are ready for pick up within 24 hours.

What's your definition of a leader?
The leader is the inspiration for a company. You need to have a strong
vision and be able to communicate that every day. I think leaders need
to be passionate about what they do, to continue pushing forward.
Taking a look at 2013 where do you think the challenges and
opportunities are for Stitch It?

What's your definition of a satisfied customer?

One of the biggest opportunities for us is to educate people on how to
look and feel great in their clothes. Alterations are more than just pant
hems—alterations can give “off the rack” clothing that “customized”
look and feel. We strive to make every one of your garments really fit.
Think of how good you feel in your favourite outfit—the one that makes
you stand up that little bit taller. We can make that happen more often.

A satisfied customer is a repeat customer. If we do
our job well the customer will come back. People do
not want to search out new companies, especially in
the alterations industry there is a lot of trust involved
in what we do, it's very personal. Because of this we
are in a very fortunate position. If we do a good job
than we have the opportunity for a lifelong customer!
We are continually putting focus and training around
the importance of creating a fantastic experience for
the customer.

One of our new business strategies is focused on sharing that secret with
more people. We are testing a ‘Fitting Service’ within the dressing rooms
of two major department store chains and through event support with
several national retailers We have received fantastic feedback from both
the retailers and their customers. Customers love it because it is a huge
convenience—one-stop shop for their perfect outfit. The Retailers love
it because it allows them to fully service their change-rooms and use
their staff to focus on the sales. We are excited to see where the Fitting
Services will take us, but one thing is for sure—if I have my way you are
going to be seeing a lot more of Stitch It!

www.retailcouncil.org/cdnretailer | winter 2013 | canadian retailer |

http://www.retailcouncil.org/cdnretailer

Canadian Retailer - Winter 2013

Table of Contents for the Digital Edition of Canadian Retailer - Winter 2013