NOBA 2022: Steinberg and Mahn are the winners of the Jury’s Choice Award

A lot has changed since COVID-19 spread around the world in 2019.

Work arrangements, travel plans, interactions with large numbers of people have all had to rotate or adapt since the restrictions started.

Even the multibillion-dollar global fashion industry, with its ever-changing range of tastes, is seeing consumers adopt a less formal and more casual aesthetic, with people swapping their slacks and sport coats for casual trousers, T-shirts and hoodies.

That unexpected shift in preferences left many retailers in a tailspin.

But according to Darren Taylor, who has Men’s clothing store Steinberg & Mahn At Timmins, despite the ups and downs of the industry, one thing has remained constant: customer service is still at the heart of the business.

“I think that’s the secret to longevity,” says Taylor. “Creating a relationship.”

Longevity is something Taylor, who took over Steinberg & Mahn in the ’90s, knows.

The shop first opened in 1919, when formal attire became a more common item in wardrobes. Think about wearing your Sunday best before going to church, or the suit and tie expectations surrounding office attire.

“Years ago, you wouldn’t dare go to church without a proper shirt and tie or hat,” he says. “Now we see the height of denim with a nice sports jacket and a cool shirt underneath. For me, it’s very normal.

Those formality days may be gone, but Taylor keeps up with the times. Taylor’s selection of printed shirts from European labels, soft-stitched sports jackets, elegant dark wash denim, even high-end golf suits are all part of the store’s offering.

“That’s where it all started,” says Taylor. “First impressions matter a lot. As in a job interview, it’s the first impression that sets the tone. And you don’t get a second chance to make that first impression.”

Taylor’s approach includes remembering certain customers when she attends a fashion show in Toronto. And even with the glitz and glam of seeing major fashion houses — labels like Versace, Hugo Boss, Zegna — strut their wares on the floor, Taylor says she focuses on picking pieces for people she knows by name.

“I had one customer, in particular, who liked one of our European brands, and when you saw it, you thought, ‘Hey, so-and-so is going to love this. He was always very open and wanted to try something different.’

“Then, you bring the clothes in, and when you see the customer you say, ‘Hey, I was thinking about you. I carry this with you in mind.’

“Friends consider your world to do that, and it’s part of the relationship, part of what we do,” says Taylor.

The customer-centric approach changed little during the lockdown, said Taylor, which presented a bit of a challenge for stores. The menswear business is slowing down as fewer people need suits, shirts or chinos. Global consultancy McKinsey & Company estimates that viruses contribute to attacks 20 percent across the industry in 2019-20.

Small retailers, especially in Ontario, have been hit harder by the series of lockdowns. But even as things slowed down, Taylor used the time to focus on social media, creating dialogue with her established customer base and reaching out to new ones.

That includes Taylor’s personality, 30 seconds Instagram videos, where he provides customers with store updates, as well as the latest trends in men’s fashion. It’s a personal touch that Taylor perfected while in-store, translating to the digital world.

In one of the Instagram videos, Taylor stands with a measuring tape wrapped around his collar, informing viewers of a special offer for graduating students.

In another post from 2021, Taylor admits that the weather outside is awful, but a new shipment of Blundstones—a sturdy Australian slip-on boot, perfect for Northern Ontario’s winters—has arrived just in time.

Even with the fun of appearing for a social media audience, and the positive feedback they receive, Taylor says she’s finally refocusing on the in-store experience.

“E-commerce is doing a bit, to be honest,” says Taylor. “But once things got going again, I just focused on the bricks and mortar, the actual shop.”

The store also faces several other challenges. In a recent act of vandalism, a storefront window was smashed, and Taylor had to temporarily replace it with plywood.

But he didn’t let that small setback change his outlook.

Taylor said business will definitely pick up, as more venues reopen and people return to social settings that have been largely suspended during the pandemic.

“I think people just love going somewhere,” he said. “You know, people have been sitting at home watching New Year’s Eve the last few years on TV; we are sitting at home comfortably and we are not going anywhere.

“But we saw evidence last summer, especially for prom,” he said. “Absolutely no prom in over two years.”

Many schools are turning to online celebrations, virtual ceremonies for special student days.

“Indeed, the school did its best, and that’s what happened,” he said. “But this year, it was so amazing, where all the schools had a full dance party.”

There’s also been a blast with planning wardrobes and giving fashion advice to groomsmen.

“It’s just right for helping couples plan their big day,” she says.

But even with changing times — and changing tastes — Taylor says he’s continuing to emphasize that personal touch as he steers the century-old shop into the next decade.

“A few years ago when we were celebrating our 100th birthday, someone said, ‘You know, over 103 years, with everyone that’s come through these doors, if these walls could talk,’” says Taylor.

“It’s just history of what happens when you look after your customers.”