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Need Help Renaming A Business That Is Reopening
Posted By: shelleywearinc on 11/28/2006 10:13 AM (CST)	250 Points
I owned and operated a business for over eleven years that specialized in missy boutique apparel, accessories and purses. I did really well during the time I was open, but the store evolved into a very mature customer base. I am going to reopen this spring, under a new name. I want the merchandise to be geared towards an "updated" contemporary missy customer (age 30-60) and at a "better" price point, so therefore I do not want to use my old name which I feel is synonymous with "old lady" store. The old store name was "ShelleyWear". My name is Shelley, and SLG are my initials. Some ideas for new names are: SLG, house of style. I thought I could play up the SLG part, such as Stop. Look. Glisten. or Simply Look Gorgeous, etc. Just like Target's slogan says "see. spot. save." or the initials can be easy to remember like QVC or HSN. Other names I like are arbitrary, like "Kissing Frogs" (because we are all princesses) or something implying re-invention. Anyone have some ideas?

Posted by: Dana Vanden Heuvel*	Accepted Answer
11/28/2006 11:27 AM (CST)
Shelley, Sounds like you have a really fun challenge on your hands! I'm thinking of all of the fun, independent contemporary fashion and gift stores and they're all along the lines that you're going. If you're really looking for some help in naming, perhaps you could invite some of your best customers (past or future) to help you by throwing a party. If you're really daring, you could do a PR stunt around naming the store...that could get you some initial and follow-through publicity and be a lot of fun. It's a bit risky, but no more risky than having a poor name... For the more rigorous approach, I'd recommend reading the ever popular IGOR naming guide, which was most recently updated in August of this year - http://www.igorinternational.com/process/naming-guide-product-company-names... Lastly, I like the "Simply Look Gorgeous" name, or perhaps pick something in anohter language that means "gorgeous". We have a coffee shop here in town named "Kavarna", after the slovenian word for "cafe". It's fun, catchy and it actually means something... In fact, if you install the Google toolbar, you can use their auto-translate feature (you have to turn it on in the options) and mouse over a word in search results (so, you would search on gorgeous) and it will show you something like 8 different language translations. Pretty cool... IMHO, the acronym thing is overused. Way_over_used.

Posted by: shelleywearinc	Author Response
11/28/2006 11:39 AM (CST)
Thanks for your ideas, Dana. I did think of having a pr event based on re-naming the store, and I thought about running it like a contest, where the winner will get a gift certificate. I love your idea about throwing a party. That could be very interesting. I also thought about the "other language" translation of a word I liked to describe the shop...I will take your advice and investigate words translated in other languages. Another great idea. I would like the name to be fun, catchy, and be somewhat descriptive. You really do have a handle on where I am going with the name idea, so I will trust your opinion that the acronym thing is Way_Over_Used. Thanks so much for your input, Shelley

Posted by: skoobie99	Accepted Answer
11/28/2006 12:00 PM (CST)
Shelley, I too think that "Simply Look Gorgeous" sounds like a great, innovative name, which only happens to match your initials and which some of your clients from the past might associate with the previous store name - don't go with the initials idea though, pick a name because it "speaks" to you and to your customer base. Another fun name idea that goes along with the storybook theme you mentioned is "Looking for Prince Charming", or something along those lines. I also find names that include "Radiance" appealing. By the way, 'missy boutique apparel' may have been a decent descriptor for the merchandise you carried 10-15 years ago, however I don't think it will get much traction in today's market ("guy" disclaimer). Hope this helps, John

Posted by: shelleywearinc	Author Response
11/28/2006 1:40 PM (CST)
Hi John. Thanks for your input. I agree with you about the "missy boutique apparel" description. I know it will not get much traction now, and I will find a better term to use for the clothing and accessories I will be retailing. I know the inventory is going to be more contemporary and updated, so I will choose adjectives that reflect the "new" updated look. As far as the Prince Charming name, I think that is going in a little different direction than I would like to convey. I do like your suggestion of "Radiance" or something implying radiance. I think I am looking for a name that speaks to me, that will describe or hint at what type of merchandise is in the store, and I would like the name to be slightly abstract and catchy. Let's face it. I will be catering to a higher end customer, and I want the location of the store and the name to reflect that/give the impression of higher end fashions and accessories. I have already found the ideal location (brand-new strip plaza) in a high traffic suburb, so now all I need is the new store name... Thanks so much for your ideas and input, Shelley

Posted by: Jo Masterson	Accepted Answer
11/28/2006 2:10 PM (CST)
SLG: Sounds good, I like it! -Simply Looking Good -Shop, Look, Gift -Styles for looking great -Grown-up Style Other name ideas: Simply Shelly Style ("something implying re-invention") Phoenix Phoenix Fashions Lady Renaissance Renaissance Rebellion (younger crowd) Progress Good Luck, Jo

Posted by: emccormick*	Accepted Answer
11/28/2006 2:25 PM (CST)
Since it is your return - how about: "Miss Me?"

Posted by: Harry Hallman	Accepted Answer
11/28/2006 4:01 PM (CST)
I think the name "Radiance" is a great name. You probably can get a url with your city name attached. I am not a women, but have worked in retail marketing for a number of years and I think that name speaks to what women want to feel like when they buy fashions. It also has a kind of hip feel to the name. Good luck with the re-launch. Harry Hallman

Posted by: shelleywearinc	Author Response
11/28/2006 5:34 PM (CST)
Hi Jo. Thanks for your opinion. I am glad you are on board with the SLG idea. That is the one I like, so far. I also liked the reinvention ideas. emccormick, I have to tell you...I loved the "Miss Me" name! I love a name that has double meanings. There is a local restaurant by a golf course, and it is named "Another round". You have to ask your self, another round of golf...or drinks? Also with the "Miss Me" name, my customers did miss me... or it could be taken as "this shop is really my style". I like your thinking! Thanks :-) Hi Harry. Thanks for your ideas. "Radiance" could work, too. I know from all of my years in the shop, women need to feel great about themselves when they buy new clothing. They want to feel young and hip, and I was even thinking about something like "inside-out". Because radiance really is from the inside-out. Maybe "radiance" is pretty good... Thanks for posting your thoughts, Shelley

Posted by: proeditor	Accepted Answer
11/28/2006 7:40 PM (CST)
What a fun challenge! Gut reaction: I do not like "Miss Me." I think it sounds either too young (cute name for a kids' store) or too fuddy duddy. "Radiance" is OK but sounds more like a spa; also sounds a bit old. Someone else here posted a question recently about naming a boutique aimed at 18-30-year olds. I thought the names I suggested for her might be aimed a little older than she wanted, so they might be right for you. I quote below from some of my answers to her. For inspiration, some names here in Atlanta are: Cherry Pie (tagline: Satisfying every fashion sweet tooth!), fab'rik, Mitzi & Romano, Luna, Sage. You can also combine two random words like Blue Aquarius (maybe not that particular name, but not "Kissing Frogs" either!). What are your middle and last names? I like business names that help people know where you are. What is the name of the shopping center, the streets it is on, the address or the suburb? Numbers as names are popular in Atlanta right now, especially with restaurants and clubs. One club is called eleven50. I like the combination of letters and digits. Seems hip but with class. I'd probably go black and white or black and silver with the logo, and put the word "boutique" first. Example: "boutique seven50." If it's your address, that's even better. Good luck! karen

Posted by: KathySmithFilms*	Accepted Answer
11/29/2006 2:51 PM (CST)
Hi Shelley, I like the above, but this is where reading your note took me just to add to the mix... The fairy tale - happily ever after from your kissing the frog idea opens the door on the idea of your transforming someone like waking the sleeping beauty within or getting married to the prince because the shoe fits, etc. It goes into that genre like in the movies. The key to opening the door to a revelation in stories is a tool writers use by inventing something "magic" like a wand, a chalice, a sword, a lamp, a kiss, the words...abrakadabra! You could make a coin with "SLG" on it to give out with your magic promo piece. Here's some naming ceremony choices: Shelley's Looking Glass - fashions & accessories SLG - Dream Looks SLG - Castle of Clothes Shelley's Magical Fashions Magic Mirror Images Classics - Back by popular demand Magical Make Over Imagine This - Only at SLG's Happily Ever After's Shelley's Latest Garbs And may you prosper! Kathy

Posted by: bigstarnow	Accepted Answer
11/30/2006 12:16 PM (CST)
All the biggies are Ann Taylor, JJill, Chico's, Jones of New York, Liz Claiborne, etc. So a personal name tends to work What's you last name? or make up a last name Shelley Marks (?) I like just "Shelley" I only shop at Shelley no apostrophe.... Radiance does sound like a spa. I'm 43 so I fit your demographic.

Posted by: shelleywearinc	Author Response
11/30/2006 2:34 PM (CST)
Thanks for all of the input, it has been helpful. Proeditor, I agree about the "Miss Me", maybe too young, or too fuddy-duddy. I DO NOT want fuddy-duddy. I like the two random names. I do not want to disclose the shopping center yet, as the deal is not sealed yet, and the ink is not dry on the lease. (Just a minor detail!) I like the black and white logo idea, my old logo was black, white and red. I always liked that look. We have a few boutiques in town, and one is named "Lola...the boutique" so I do not want to copy her...but I really do appreciate the insight from a woman! Thanks, Shelley Kathysmithcasting, I like your take on the "story/fairytale" idea, and I like the Shelley's Looking Glass...and Imagine This-Only at SLG's. I think I want to stay away from anything with Shelley directly in the name, as it may reference the old store idea, and also there was a shop that sold similar items which was names "Shelley's" accessories. Thanks for your input! bigstarnow, I know you really are on target with my name idea. Like Chico's. I keep thinking of a catchy short name which would stick... like the biggies (Ann Taylor, J.Jill, etc) As I said to Kathy, there was a shop in our town for several years named "Shelley's" and I was ShelleyWear, so I feel any reference to "Shelley" would not work, just add confusion. Radiance does sound like a spa name, so it is out. What about something implying fashion forward, inspiration, intuition, or the like. When I sit down and read my "Apparel News" trade publication, I always read edgy, hip sounding store names and I am striving to get the same feel in my new store name. Thanks for your insight, Shelley

Posted by: proeditor	Accepted Answer
11/30/2006 5:03 PM (CST)
Hi Shelley. Here are some more thoughts. By the way, I'm also in your demographic, age 52 and trying to stay fashionable! (My 20-year-old daughter keeps me from looking frumpy...) I agree with the others about not using the initials. People won't be able to remember whether the name is SGL or SLG (or STD). I also think you should go with two words at the max. Is your full name Michelle, by any chance? (My sister-in-law is a Michelle who goes by Shelley). You could call it Misha. Some other one word ideas: Charm Grace (could have the accent mark over the a, as it would be in French) Belle Attire Array (this works in several ways; it is a synonym for "clothing;" it means collection, as in "the full array" and it means "to decorate") Adorn Event Eclat (accent mark over the e, means radiance in French) Coquille (means shell in French -- a subtle tribute to the old Shelleywear) You could use a stylized shell in the logo, and the tagline could include the word pearl, something like "fashion from heels to pearls." Any of these sorts of names can work for the "brand" that I think you're trying to create. The typestyle, colors and logo can make them seem hip or outdated, so consider that with whatever name you choose. Also your advertisements and the look of your store itself should all be consistent with the brand image. I think you might need to be a bit careful with "edgy" and "hip," to appeal to the 45-60 crowd. You probably want to keep some of your former customers, don't you? At my age, a name that is too edgy would make me think that all the clothes would be too young for me (I'm thinking all black with lots of chains and torn edges!). Hip is OK if done with restraint (like maybe "attire" or "array" -- with a small 'a'). Otherwise, it can imply young and trendy. I might want a little touch of trendy in my wardrobe, but mostly I want fashionable, up-to-date, chic (at a reasonable price). In 30-45 age group, you'll probably get a lot of moms who don't want to succumb to the mom look, but don't want to look like their teenagers either. I don't know whether this will help you to know, but when I think of the brands out there, here are some reactions: I associate J. Jill and Chicos with clothing that is loose and unstructured, sort of artsy but not very fashionable. Ann Taylor and Ann Taylor Loft offer a good mix of style and classic appeal for the age group you're targeting. Liz Claiborne styles seem too common to be considered fashion forward. It will be exciting to see what you decide! karen

Posted by: shelleywearinc	Author Response
12/1/2006 9:22 AM (CST)
Hi Karen Thanks for the input. I am 37, and I know I keep my Mom looking young and in style. (everyone thinks we are sister, hardy-har har) I can really relate to your 20 year-old daughter keeping you looking updated! I agree with you 100% about the too-edgy name idea. My customers shopped at my store because they felt comfortable, in-style, and they were able to find really unique special items that fit their missy figure, but the price did not break the bank. I know the 45-60 age group has evolved, and what is driving the market right now is the missy customer who wants to feel like their clothes are somewhat updated. I know when people see the ShelleyWear sign, they think "really nice clothes, pretty good prices, not going to see yourself coming and going, she really had great customer service". Just like you said, up-to-date, chic...Do you think I would be shooting myself in the foot if I stuck with my original name, ShelleyWear? The people who have the money to spend are the 50 + group, and I do not want to scare off my old customers. If anything, I will go with a name that is a basic English word, translated into another language, like you suggested. Enclosed in the link to my old store pictures, and you can get an idea of what is was like. http://www.shelleywear.zoomshare.com/album/updated%20store%20picts/images/9... Thanks! Shelley

Posted by: proeditor	Accepted Answer
12/1/2006 11:26 AM (CST)
Hi Shelley, I have to be real honest with you and say that your old store does look like it needs a serious update. And I would change the name along with it. The name itself, even with an updated font and logo, does imply "old woman," and that's been reinforced by the mature customer base you had. Just make sure you embrace your former customers by offering them a special preview of the new store, loyal customer discount coupons, or something like that. You might even let them know you care by asking them what they think of a few of your name ideas. Did you like any of the names I suggested in my previous post? With what you just said, I think Grace (with the accent mark) might be very nice. I still like the idea of Coquille tying in with "shell," although you'd have to explain that to people because it would be subtle. Maybe your grand reopening could have a theme that plays into the idea of the opening of an oyster shell and finding a pearl inside. (I'd have to give it some additional thought to really come up with something clever and effective.) Then you could explain how it evolved from ShelleyWear to Coquille. You could have a drawing for a pearl necklace.... But I still like Grace. I also thought of a couple more names: Wisteria (love the sound of the word, and you could have a nice purple vine trailing around the letters for a very elegant, updated look) Clove (or Clover) with one of the following tags ...clothing you will love ...love your clothes ...for women who love clothes Clover ...lucky finds for the fashionable ...you'll always find what your looking for karen

Posted by: proeditor	Accepted Answer
12/1/2006 11:40 AM (CST)
oops, on that last line, it would be "you'll always find what you're looking for"

Posted by: shelleywearinc	Author Response
12/1/2006 1:01 PM (CST)
Hi Karen Your response was great, I like Clover, love your clothes...the name does everything a store name should...provide a short, memorable name that describes what you sell, along with a catchy tag line. Wisteria is good, too. But it makes me think of Wisteria Lane (Desperate Housewives). Coquille is also a nice reference to Shell, but I wonder how the public will be at remembering the name or spelling/saying it. Thanks for your advice, I looked at your profile and see you are very experienced and accomplished in your field, so I trust your judgement. Thanks for your time and consideration, Shelley

Posted by: proeditor	Accepted Answer
12/1/2006 3:55 PM (CST)
Ha! I don't watch Desperate Housewives, but now that you say that, I do remember hearing of Wisteria Lane. Definitely not good! And I do agree with having to be careful about foreign names and spelling and pronouncing. I thought of Clover in the middle of the night. I was thinking of spices and herbs (like the Sage boutique here). Once I thought of clove, I realized it contained the word "love" and the CLO sound for "clothing." Best of luck. You sound like you know what you're doing. Keep me posted: [email address deleted by staff] karen

Posted by: shelleywearinc	Author Response
12/4/2006 8:13 AM (CST)
To everybody that offered advice and ideas on my renaming of my business project: THANK YOU THANK YOU :-) Karen, thanks for your ideas, I like your "Clover" name the best, and the tag line is great, "love your clothes". I checked and the business name is available in my state. The staff deleted your e-mail address, but mine is just like the name you see, plus aol.com. I will keep you posted on the reopening project and the success of the new name. Thanks for all the ideas and creativity. It helps to get others opinions, as everyone involved helped me think of things that never even crossed my mind. It was very helpful and educational. Sincerely, Shelley

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