Advice for my mom's failing fashion brand/clothes store
Hello, I was hoping to get some advice on things to do to improve traffic to my mom's store. It is a high-end women's clothing store that primarily sells classy dresses. In terms of audience, so far it seems like her clothes appeals most to "mother of the bride".
For some additional context, my mom has been working in the fashion industry as a fashion designer for about 20 years. While she has had some successes after becoming an entrepreneur (she has sold her brand in Macy's and QVC in the past, and has had a few minor celebrity clients), that wasn't enough, and she has been finically struggling for as long as I remember due to her high production costs and low customer traffic.
Recently, about a year ago, she opened her first physical location hoping it would improve sales. She works there Mon-Sat personally selling her products, but unfortunately she struggles to get much foot traffic and often has days where no one comes in or buys.
Currently, she is struggling a lot with her loans/debt, and can can hardly afford her business expenses. At this point, things feel so dire, that she is considering closing and declaring bankruptcy,
So I'm making this post because I've seen just how much of a toll this has taken on her, both emotionally and financially. But opening her own store has always been her dream, and I've seen her work so hard to achieve it, so I know closing would be devastating for her. l wish I could do more to help her, but I'm just a college student and don't know how, so if anyone with more knowledge than me can offer some advice I can pass on to her that would be very much appreciated 🙏.
Particularly advice on how to improve business or even if her closing would be best at this point would be helpful 🙏.
Other information that may be relevant:
Pricing: Average: $500, Lowest: $100, Highest:$1,500+
Store location: High-income suburb
Unique offerings: Jeans with unique waist resizing feature, custom dresses including wedding dresses (high price point), tailor customizations with wait time and fee
My mom's website:
https://www.cenianewyork.com/
Pictures of the store:
https://imgur.com/a/kQ11OVr
Edit: Just want to say thank you to everyone took the time to time to respond! I appreciate the advice, and will try to reply and pass it on