Are you Ready for the Holiday Marketing Season?

This blog post was written by Ray Sidney-Smith of W3 Consulting. It may come as a surprise from Small Business owners to start thinking about holiday marketing planning before Labor Day. But, now is the time to start planning the holiday marketing campaigns you want to be successful for this coming fall and winter holidays… Read more »

The post Are you Ready for the Holiday Marketing Season? appeared first on Alexandria Small Business Development Center.

This blog post was written by Ray Sidney-Smith of W3 Consulting.

It may come as a surprise from Small Business owners to start thinking about holiday marketing planning before Labor Day. But, now is the time to start planning the holiday marketing campaigns you want to be successful for this coming fall and winter holidays season. Alexandria Small Business Development Center hosted a series in partnership with Visit Alexandria about holiday marketing planning, as well as the Business Development Roundtable (which happens every third Tuesday at noon at the SBDC) just passed this week on “Planning Ahead for the Holidays.” Here are some of the vital thoughts about early holiday marketing planning.

Walkable towns: Alexandria, Va.

Choose Your Holidays Widely and Wisely

There are holidays happening almost every day of the year. (See also this list of holidays.) While some business owners might find some of these holidays off-putting, the importance of celebrating milestones and other timeframes throughout the year might be more palatable to them. Either way, there are times of the year when you need to be taking advantage of the marketing opportunities that avail themselves.

The most important holidays are the ones that pertain to your business/industry and directly include your target audience culturally, and hopefully also emotionally. For these holidays, choose wisely what you will do to be culturally sensitive (e.g., don’t post cat videos on National Dog Day to your dog-loving clients!?) and effective. You want marketing campaigns that will be highly effective for your goals (as we’ll discuss in a moment). While, you may wish to do smaller campaigns for holidays of lesser importance, where the holiday is not about your business/industry or your target audience, specifically, but more general that everyone can enjoy it (like World Wildlife Day).

Know Your Goals

“Know your goals” is not some fluff, self-improvement trope to dismiss immediately. (Okay, it can be in the wrong context.) But, here relating to your business’s bottom line, it’s not. You need to manage your goals and expectations as a small business owners, so you can manage your resources better and learn from your experience to succeed at business over time.

Knowing that the goal of increasing awareness and acknowledging the holidays to clients appropriately, as Peter Baldwin, MarketForce Strategies, noted during the Roundtable, provides him with clarity about what he needs to do for the holiday marketing season. This is important to understanding what kind of communications to send and other offerings a company like Peter’s wants to commit to and execute during the holidays season.

For retail business owners, this may be a prime selling opportunity, if your products or services cater to holiday buyers for gifts in honor of the holiday. So, your goals may include hitting a certain sales metric, bringing in particular amount of foot traffic, or donating a number of your products to a charity for good publicity. Whatever the goals are, now you can make a plan.

Map Out Your Plan and Share It With Your Team, Vendors and Other Stakeholders

Plan early for the holidays as the seasons come up on you too quickly. And, trying to plan and execute at the same time usually leads to shoddy campaigns that are ineffective, demotivate your marketing efforts for next year, and make holidays a chore instead of a celebration for you personally.

Plans for holiday marketing typically revolve around a timeline, so a calendar format for holiday marketing plans are usually most effective. You can choose a paper calendar posted in your office or shop for you and your staff to see together, or you can do so using digital tools like a shared Google Calendar or another online calendar of choice. Remember to include everyone who needs to know about the holiday marketing campaign(s) in the calendar, which can include not just staff, but also vendors, volunteers, family members, and other stakeholders who are responsible for helping execute the plan.

You can also set milestones in your plan, for every few weeks. These are opportunities to take stock in what has happened, correct course on where things might need to catch up and/or improve, celebrate successes, and then map out the detail for the next few weeks. This is helpful because it keeps everyone focused on short-term, achievable actions with each longer-term goal in mind.

These are some of the things you can think about for getting ready for the holiday marketing season(s). There are many more, that you can think about, and find other articles online that discuss this. Good luck with your holiday marketing campaigns this season! We hope you’re getting ready for them now.

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What Does your Network Want to Know?

You have social media accounts, but do you ever run out of ideas to write or talk about? At last month’s Small Business Roundtable attendees brainstormed ideas for social media posts, from Tweets to Podcasts.  Each participant gave a very brief “elevator speech” about their business, and others told them what they would want to… Read more »

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You have social media accounts, but do you ever run out of ideas to write or talk about?

At last month’s Small Business Roundtable attendees brainstormed ideas for social media posts, from Tweets to Podcasts.  Each participant gave a very brief “elevator speech” about their business, and others told them what they would want to know about their business, their industry, etc.  It only took about five minutes of brainstorming for each attendee business for every one of them to walk out of the Roundtable with several ideas for new posts.

Many of the best ideas came from people who knew little or nothing about the ‘target” business. We are often so wrapped up in our business that we forget that what seems simple or obvious to us would be a great nugget of information for someone who is not living in the day-to-day experiences of our world.  You do not need to wait for the next SBDC Roundtable Brainstorming session to do this.  Everyone has a network of friends or relatives who would be willing to sit down for an informal discussion – especially if a little pizza and beer is included. The less they know about your business in the beginning, the more creative their ideas may be!  Those who have never calmed a dog frightened by fireworks or a thunderstorm would be interested in the tips and tricks that a dog day care business owner could provide.  That’s a great tweet or short blogpost for this time of year!  A staffing agency might want to write about the differences between W-2 and 1099 “employees” as well as part-time and full-time employment.  These are just a few of the many ideas that were generated at the Roundtable and that you can generate by hosting periodic brainstorming sessions yourself!

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Workshop Recap: Marketing Trends for 2018

Small business owners packed the room at the Alexandria SBDC last week for Maurisa Potts’ annual update of the latest trends in marketing.  As always, content is king, and the focus is on how to connect with customers in a way that the “big box stores” and online sales cannot. The first step, of course,… Read more »

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Small business owners packed the room at the Alexandria SBDC last week for Maurisa Potts’ annual update of the latest trends in marketing.  As always, content is king, and the focus is on how to connect with customers in a way that the “big box stores” and online sales cannot.

The first step, of course, is to really know your customer.  This includes, but goes way beyond their age, gender, and whether they are a tourist or local.  What are their desires, their expectations?  What life-changing events are happening in their lives?  You get to know this by going back to basics – talk to them!  If someone knows that you have taken the time to get to know them and what they are looking for in a shopping experience then your place becomes their place.  In addition, repeat customers talk with their friends, and they will bring in more customers to show off their special place.  Integrated social messaging is enhancing engagement and the customer experience.  There are messaging apps and tools that can help you to communicate one-on-one with customers in real time and specific to that customer.  These tools, such as WeChat, Facebook Messenger, and WhatsApp can be both scalable and cost effective for small business owners.

Once you have established who your target customer is, it is important to develop a content strategy, and establish a budget to carry out that strategy.  More and more this will be by way of visuals – video, infographics, photos, charts, etc.  Make it authentic to your target audience – what do they want to see?  One of the hottest new platforms for this is virtual and augmented reality.  Customers would love to be able to use their computer screen to see what the fashion piece on the hanger would look like on their body, even if they are not in the store to try it on. While this is not mainstream yet, Maurisa sees it as the next big thing.  She urges those who are already allocating resources to developing more live video (a big trend) to continue to experiment with different formats – including virtual reality – to see which audiences respond best to.

One platform that is increasingly popular is Instagram.  In 2017 the platform had 800 million users, who found that it offers better engagement and advertising controls than other platforms.  Maurisa told the story of a beer keg tap maker with a small manufacturing operation.  A short time on Instagram and he was getting orders from breweries all over the country.  Local real estate broker Mike Porterfield said that he has seen the value of Instagram in just a short time using it, and expressed the following:

I have been hearing people talk about its potential in the business world and since I started actively in Jan. of this year I have already received one prospect call from a space user and have been solicited by a possible service provider that I might consider using.  The only cost to Instagram is your time and imagination.  Until I learn otherwise I am going to keep promote my business interests and interacting with other Instagram users.  If that’s where the people are that’s where we need to be.

Continuing the trend to more engagement with customers, the attendees at the workshop discussed ways to create curated special events and experiences – this is what can set small independent businesses apart from the big chains and online shopping.  Partner with complimentary community businesses and nonprofits to expand the reach of all of the organizations.  Think ahead and establish a calendar-year budget for these events, and keep track of the most effective methods of transferring events and experiences into customers goodwill and eventually, sales.  Keep track of who showed up, and whether they became a repeat customer.

With all of these tools it is crucial to keep data on what you have tried, and what worked.  Most tools have analytics built in to their software – learn how to use them!  It is often important to try something a few times to see the patterns of your audience response. Measuring the impact allows you to set targeted goals and measure success. Metrics can take time, but they are important!

On a final note, Maurisa revisited a prediction that she made at the beginning of 2017 – that Twitter was losing its usefulness as an effective tool for small business marketing.  While certainly popular among politicians and journalists, the platform was unable to grow users in 2017. She again predicted its inevitable demise.

The post Workshop Recap: Marketing Trends for 2018 appeared first on Alexandria Small Business Development Center.

Don’t overlook the construction details.

Customers notice the details. They can tell if a contractor has cut corners. The transition detail in B above was installed instead of the one shown in A below. As architects we can observe the construction and point out discrepancies, but it is the client that must insist that a contractor exactly follow the details shown on the construction drawings. It is to their advantage to do so.
This bargain-basement installation detail interferes with the nice contrast between the carpet and tile.

What makes a store look expensive? Way back in 2013 I wrote a post on this site asking if a higher price could be placed on merchandise because the store design looks expensive? The post was about the impact that a curved ceiling might be expected to have on what is generally considered inexpensive merchandise. I concluded that answering the question about pricing was related to how well the design feature performed, which in the particular case in questions was quite well. I bring this up again here because I want to consider the topic in a more subtle, yet possibly more important context, that being what makes a store design look expensive?

Customers notice everything. Answering this questions means that a retailer needs to pay attention to what people notice, which is everything, whether consciously or not. The importance of “creating a shopping experience” has been a fact of retail life for quite a while now. Back in 2013 one of the retail marketers summed it up nicely when she said, “..retailers should use stores to create a brand experience that customers couldn’t possibly get online.” She went on to cite the “old adage” that “retail is detail,” saying, “stores can engage all five senses;” the online world cannot. Few would argue that the perception of quality involves more that just an online image; that tactile contact with a product is critical, including how it is displayed; that successful retailers aspire to demonstrate quality in every possible aspect of their store, because quality sells, often for more.

The refined transition detail in image A above sends a message of quality, It is what we typically specify in this situation. This contractor exactly followed the details on the construction drawings with positive results.
A refined transition strip is barely there, putting the attention on the contrasting finish materials.

The importance of quality. Clearly, since sales are seen as directly effected, most retailers are acutely aware of the quality of products they bring to the market, including a range of related price points. This is their main business and most get it right. Merchandise displays, because they are driven by practicality, are also less prone to failures in quality. Matching their actual store environment, on the other hand, is where things can begin to fall apart. Finishes, In particular, are vulnerable. Think:

  • sagging carpet,
  • old leaks exposed and never repainted,
  • light fixtures with burned out lamps,
  • cheap, broken or mismatched ceiling tiles & floor tiles,
  • stained and dirty hvac supply and return air diffusers,
  • dirty windows.

Is it really possible that customers do not notice these things, that they do not reflect on the perceived merchandise quality, that they do not contribute to a customers notion of the brand? Another marketing pundit put is this way, ” a business should always strive and prove to be the best that money can afford because that solid reputation will establish a top brand that’s reliable and worthy of respect.” I couldn’t agree more.

Bridget Gaddis, is a Licensed Architect and LEED-accredited Professional practicing nationally, and locally in the Washington DC area. She holds professional degrees in both Architecture and Interior Design, and with a comprehensive background in commercial retail design, planning and construction has completed projects for such for such well known brands as Chloe, Zegna, and Bvlgari. Her career began in tenant coordination and site planning for two well-known Cleveland developers, followed by six years in store planning for a national retailer. After a move to New York City in 1997, she spent the next years working for architecture firms specializing in retail projects. In 2011 she started her own practice in Alexandria, VA. Ms. Gaddis is the author of two blogs dealing with architectural subjects.

Holiday Marketing Campaigns – Some Advice to Small Business Owners

Every year, a small subset of small business owners that I meet lament that they were not prepared for the “holiday marketing season.” That is, they say they were not prepared with their holiday marketing campaign in time to take full advantage of it. Don’t let this be you! Before you know it, the winter… Read more »

The post Holiday Marketing Campaigns – Some Advice to Small Business Owners appeared first on Alexandria Small Business Development Center.

Every year, a small subset of small business owners that I meet lament that they were not prepared for the “holiday marketing season.” That is, they say they were not prepared with their holiday marketing campaign in time to take full advantage of it. Don’t let this be you! Before you know it, the winter holidays season will be upon you. After all, there are less than 12 weeks until Christmas as of the time of publishing this article.

This period is prime time for every type of business—brick-and-mortar retail, service-based, manufacturing, and online businesses alike—to make a plan to reach out to customers, even if it’s not for the winter holidays season. Now is the time to start preparin

Holiday Shopping in Alexandria

Photo Credit: James Cullum, courtesy Visit Alexandria

g and executing the background plans to be ready with your annual marketing campaigns!

Holiday marketing is a year-round event

The first bit of advice is to understand that holiday marketing campaigns are not just for the winter holidays season. Yes, according to the Retail Marketing Federation, the winter holidays (Christmas, Kwanzaa and Hanukkah, and to some extent, New Year’s Eve and New Year’s Day) spending rings in at more than half-a-trillion dollars (that’s 10 zeroes before the decimal!). But, that’s not the whole story.

Consumers don’t only spend leading up to and for the winter holidays. They spend year-round at strategic times. It’s important for you as a small business owner to know when those times are that your specific consumers are buying. If you look back at your prior sales and revenue reports in your accounting software, you should be able to see where peaks and valleys are in purchasing. As well, speak with your local businesses and/or retail stores that have similar target audiences (and this doesn’t mean you have to talk to your competitors necessarily) to learn about their experiences for when the highs and lows are in their businesses’ sales and revenues throughout the year.

You might learn that the winter holidays season is actually not the best time for you to spend your hard-earned money and your hard-fought time on acquiring new business. (And, it might be and that’s good to have confirmation.)

What are the holidays that you can market to business on?

In that vein, it’s a good idea to find anchors in the calendar to have a reason to reach out to your current and past customers, and do pull marketing for potential customers. There are several events throughout the year and even more holidays than Christmas, Kwanzaa and Hanukkah.

Once you’ve identified the months, weeks, and days that are important to get in front of your audience, you have the background to create an editorial calendar and marketing plan. You then have the opportunity to execute the plan. And, finally, you should track what works and what doesn’t. This will information you for the future years’ planning. Also, beware of confirmation bias; sometimes Small Business owners see a small subset of success or failure and take that as the whole picture.

What’s the message you’d like to convey to your customers, or the goal of reaching out to them at all?

While decorating your front-facing retail spaces, website, email newsletter, and even your Google My Business listing, are important to your holiday marketing campaigns, these are vehicles to a message you want to send to your potential, current and past clients. What are you trying to say?

If you’re reaching out to clients during Thanksgiving, are you sending a message of appreciation/gratitude? That’s not necessarily “buy from me” and may not be as effective for sales, but for goodwill.

Are you networking among your other clients (especially if you’re B2B, but this works with B2C)? You might host an event–doggie happy hour, lady’s shoe club, or wine and cheese open house.

Are you celebrating a big anniversary of being in business? Use this as an opportunity to feature your best clients, because others who are like that best client will be drawn to connect with your business as well.

Is this a special promotion campaign? Be it a sneak peak of future products, discounts, free shipping/handling for your best customers, or something more creative (a la ugly sweater contest benefiting

a local charity), make sure your customers know what you’re offering.

Understand well what you’re trying to communicate and then work backward on the tactics you’re going to use to effectuate that.

If you landed on this article at the tail-end of the holiday marketing season, there are last-minute holiday marketing tactics. And, start planning for next year now, so you don’t get stuck in this position again! Good luck, and happy holidays!

The post Holiday Marketing Campaigns – Some Advice to Small Business Owners appeared first on Alexandria Small Business Development Center.

It’s not too early to begin holiday planning

This post is written by Bill Reagan, Executive Director of the SBDC and first appeared in the Alexandria Times on August 24, 2017. Holidays are a wonderful time in Alexandria. The area is especially beautiful and festive from Halloween through Thanksgiving, Hanukkah, Christmas, New Years and George Washington’s birthday. We have the prototypic neighborhoods and shopping streets that… Read more »

The post It’s not too early to begin holiday planning appeared first on Alexandria Small Business Development Center.

This post is written by Bill Reagan, Executive Director of the SBDC and first appeared in the Alexandria Times on August 24, 2017.

Holidays are a wonderful time in Alexandria. The area is especially beautiful and festive from Halloween through Thanksgiving, Hanukkah, Christmas, New Years and George Washington’s birthday. We have the prototypic neighborhoods and shopping streets that lend themselves to a holiday backdrop and spirit.

It’s never too early to start planning for the season. It’s Alexandria’s time to shine, and a critical time for retail revenue. Our colleagues at Visit Alexandria held a Holiday Planning Summit recently that incorporated a cross section of business, city government and economic development representatives. The theme of the summit was to continue building on Alexandria’s distinctive assets, attractions and charm – but also to take it up a notch for the approaching season.

Alexandria shopping districts face even stiffer competition this year from a broader variety of shopping options, and each of them are putting substantial efforts toward attracting their own shoppers and diners. Some of them are our f

Holiday Shopping in Alexandria

Photo Credit: James Cullum, courtesy ACVA

amiliar competitors but there are new venues for Alexandria to vie with. Washington D.C.’s The Wharf opens soon, billing itself as “the most exciting neighborhood in the history of the nation’s capital” and “a true waterfront destination.”

Many of our competitors have their own business improvement districts that plan, fund and oversee cohesive approaches to holiday décor, promotion and events. That coordinated approach often fashions a sophisticated holiday atmosphere and creates an appealing buzz for shoppers and diners.

Even without a central coordinator, Alexandria businesses and organizations are undertaking to work collaboratively to encourage individual merchants and business groups to up Alexandria’s holiday game with lighting, holiday designs, promotions and events. Holiday efforts are so much more spectacular when they are coordinated.

Alexandria has several things going for it. One of those is authenticity. Ours are the genuine charming neighborhoods and sidewalks where many generations have shopped and dined. Another of our strengths is our concentration of small businesses. Even while large retail chains downsize, there’s a growing appeal to shopping with small and unique, independent merchants.

There’s another trend toward experiential retail, and several of Alexandria’s merchants are regarded as destinations for their marketing and shopper experience. Hopefully, others will attain that status by refining their products or services, improving customer interaction, and upping their merchandising and marketing.

Alexandria Small Business Development Center provides specialized retail resources including store visits by retail, merchandising or food service experts; and educational programs on a variety of timely topics such as retail hiring, retail trends, and advertising on social media platforms. This fall we’ve engaged a window display and merchandising expert to guide merchants in developing their holiday decorating, lighting and merchandising strategies.

It takes extra effort to get into the spirit of the holidays in the dog days of summer, but the success of our long holiday season is worth it. As was said by that great philosopher, Roger Staubach, “It takes a lot of unspectacular preparation to have spectacular results in both business and football.”

Happy Holidays.

The post It’s not too early to begin holiday planning appeared first on Alexandria Small Business Development Center.

Retail Doom & Gloom: Crisis or Opportunity?

Mid Year State of the Market: Maurisa Potts, in a mid year “state of the market” presentation sponsored by the Alexandria SBDC featured a headline stating, “Soft economy hitting big retailers hard.” There are, I might add, some small ones not doing too well either. Potts went on to note that online shopping is not the only reason for this, siting over built retail real estate, escalating rents, and shifts in consumer spending from goods to services. Whatever the reasons, there are few retailers not feeling the current uncertainty. This, according to Potts, begs the questions what is it, crisis or opportunity?

Clearly Unclear: I like this mindset. It presuppose important changes in the business model by which most retailers operate. Savvy retailers need little schooling on this topic, and outside of a reference list here, my interest is about how a physical store might be impacted. According to Potts the action takes place in three areas. The first two, customer focused retail and the resultant deep market analytics are technology driven. The third is the technology. Clearly the lines between the physical and digital store are becoming unclear. A retailer must decide which options to embrace:

mobile apps/enhanced mobile apps/personal concierge
smart navigation
mobile checkout
on demand customer service.
virtual fitting rooms
flexible fulfillment options
enhanced product information
community connections
target walk by shoppers
holographic product displays
delivery service
drones

Augmented Retail: Each of these items taken individually involves some type of electronic technology which must be both accommodated and invisible, a subject covered in previous posts so not detailed again here. Together, though, they define what is referred to as augmented retail, a situation with substance and influence on how a physical store will look. Rachel Shechtman, the founder of Story, a cutting edge store in Manhattan, described the design concept as a physical magazine. This is so telling. Store planners and designers have probably not seen such a revolutionary design idea since the emergence of big box retail. In the marketing world I would compare the trend to the early days of Martha Stewart Omnimedia which eventually consolidated her various publishing and media outlets into a single brand. It seems to have come full circle as omnimedia has finally found expression in bricks n mortar.

Design by Collaboration: Pick up a copy of your favorite magazine and flip it open to the index page. What do you see? I see an implied program for a store design, an outline of ways to engage the customer, often a recipe for co-creation where the customer participates in the outcome of his/her shopping trip. What combination of media, mobile apps, interactive displays, technology, and hard store design options a retailer chooses to bring into his/her store is a collaborative decision best made between the store designer, the retailer, the marketing team, and the all important technology consultants. When these things work together a really successful store can be the outcome.

The Positive Case for Bricks N Mortar: Barbara Thau, writing for Forbes, lists, “Five Signs That Stores (Not E-Commerce) Are the Future of Retail.” Worried retailers might do themselves a favor by considering the following:

“All But One Of The Top Ten U.S. Retailers Are Physical Chains

Stores Are More Profitable Than E-Commerce

Amazon Purchased Whole Foods

Millennials And Generation Z Prefer Real-Life Stores

Online Retailers Are Being Eaten By Legacy Retailers

Bridget Gaddis, is a Licensed Architect and LEED-accredited Professional practicing nationally, and locally in the Washington DC area. She holds professional degrees in both Architecture and Interior Design, and with a comprehensive background in commercial retail design, planning and construction has completed projects for such for such well known brands as Chloe, Zegna, and Bvlgari. Her career began in tenant coordination and site planning for two well-known Cleveland developers, followed by six years in store planning for a national retailer. After a move to New York City in 1997, she spent the next years working for architecture firms specializing in retail projects. In 2011 she started her own practice in Alexandria, VA. Ms. Gaddis is the author of two blogs dealing with architectural subjects.

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Bring your toughest design problems!

will be showcasing many projects and explaining our services at the BL Business Expo on Friday June 2nd. Please Join us.

The BL Business Expo Event, in its 13 year, showcases the products and services of over 100 Northern Virginia exhibitors and sponsors. Please contact Gaddis Architect, at [email protected], 9730701-8800, for a complimentary entry voucher. Please stop by our booth to see our projects showcased and learn about how we can help solve many tough design problems and create high performing spaces. We look forward to meeting you there.

AGENDA

8:00 am : Doors open for Guests.

(The Exhibit Hall is open NON-STOP until the end – Seminars will take place in a separate Room)
8:15 am – 9:15 am:
Making LinkedIn work for Your BusinessSeminar
Jennifer Dalton, LinkedIn Specialist
9:30 am – 10:00 am:
Opening Ceremony
National Anthem, welcome address,Sponsors recognition, with Emcee:
-Angel Livas, Media Specialist
10:15 am – 11:45 am:
Protecting Your Business, An IT perspective Seminar
-Fred Haggerty, IT Specialist
12: 00 pm – 12:30 pm:
Everything that You Ever Needed To Open A Business,
But Were Afraid To Ask
Seminar
Gerald Geddes, CPA
12:45pm – 1:30 pm:
Break the Rules & Make more SalesSeminar
Nema Semnani, Sandler Training
1:45 pm – 2:00 pm:
Door Prizes & Farewell Remarks
(We have some serious door prize for you. You would want to be there to take them home.)
Bridget Gaddis, is a Licensed Architect and LEED-accredited Professional practicing nationally, and locally in the Washington DC area. She holds professional degrees in both Architecture and Interior Design, and with a comprehensive background in commercial retail design, planning and construction has completed projects for such for such well known brands as Chloe, Zegna, and Bvlgari. Her career began in tenant coordination and site planning for two well-known Cleveland developers, followed by six years in store planning for a national retailer. After a move to New York City in 1997, she spent the next years working for architecture firms specializing in retail projects. In 2011 she started her own practice in Alexandria, VA. Ms. Gaddis is the author of two blogs dealing with architectural subjects.

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