retail profiles // classy // the las vegas sock market

Ted Vayos, BODY: Describe your store.

Shannon Marsh: At 780 square feet, The Las Vegas Sock Market doesn’t seem very large, but we definitely make every square foot count. Our happy colors, bright sign, and fun music attract customers of all kinds to our unique store, but it’s the wide selection of socks, leggings, and hosiery that keeps them talking long after their visit. Our sock assortment includes ankle, crew, knee, and over-the-knee lengths in designs from dog breeds to sports teams and everything in between. If you’re looking to add a little something extra to that sexy dress, you will definitely find what you’re looking for in our wide variety of hosiery. From fun toe socks to sexy thigh highs, our store has literally thousands of items to choose from. If that seems a little overwhelming to you, don’t worry! Our friendly, knowledgeable staff will be more than happy to help you find what you’re looking for.

Ted: What makes your store special?

Shannon: Since we are located on the strip in Las Vegas, the majority of our customers are tourists. They’re looking for gifts to bring home to their family and friends that aren’t going to cost them a fortune. Most of the time they’re completely amazed because not only have they never seen a sock store, but they never imagined there could be such a variety. In addition to the souvenir shopper, you also have the customer who is in Vegas and wants to wear something fun and sexy. I believe this is why we’ve had so much success with hosiery.

Ted: What do you look for in a brand?

Shannon: When bringing a new brand into the store we look at several factors. Is it unique? Do we already carry something similar? Will it appeal to a large demographic? How expensive is it? The # 1 selling brand we carry is K. Bell followed by Leg Avenue, which is somewhat surprising. Neither of our other stores has had the same success with hosiery that we have and again, I believe that is because of our location. When I was initially approached by Julie Kuntz to bring Leg Avenue into our store, our hosiery section was relatively small and I only agreed to bring in a few styles. After a few weeks of steady sales, we started to expand our selection and 2 years later they’ve become our #2 vendor out of over 100.

Ted: Describe popular styles or trends in your store.

Shannon: I feel that socks and hosiery have become a very trendy addition to most closets, especially over the last few years. Right now popular socks include dog breeds, socks that say “bacon” on them (yes, I said “bacon”), and caped socks. The current trend in hosiery is faux thigh highs which are pantyhose that give all of the appeal of thigh highs without the need for a garter belt. Also, being the we’re in Sin City, crotchless pantyhose are also extremely popular!

Ted: Describe your price points and size ranges.

Shannon: Socks in general come in a ladies size which is 9-11, a men’s size, which is 10-13, and several kid’s sizes, 0-12 months, 12-24 months, 2-4, 4-6, and 6-8. Our hosiery typically comes in one size and plus size. One size fitting 90-160 lbs, and plus size fitting 165-235 lbs.

Ted: What is your typical or average customer size?

Shannon: Most of our customers are ladies so they are in the 9-11 sock size. In regard to hosiery, we sell more one size, but we definitely have a market for plus size which is why we are constantly adding new styles.

Ted: What does the average customer spend per visit to your store?

Shannon: Our average dollar per transaction is between $25 and $30, but we’ve had transactions as high as $850. With the most expensive item in the store being $35 that’s a lot of socks and hosiery!

Ted: Describe your customer.

Shannon: The majority of our customers are women, however since we are located in the same building as one of the largest convention centers in the world, we do see a lot of men come into our store that are here on business. Usually though, they are buying gifts for their wives and children.